These strategies target the four customer states: potential customers, existing healthy customers, at-risk customers, and churned customers. After all, consumers are the basis for any business, and without them, there would be no revenue whatsoever. While they do not directly address pricing, they are essential in customer acquisition and retention, which are vital to long term revenue growth. Optimization strategies are more consumer focused. This would mean an entirely new use case, providing consumers with more choices. However, if only a segmented portion of consumers would benefit from this choice or the cost involved is minimal, then a vertical approach may be a better option. This would add on to each of the existing use cases. If you find that customers across all use cases might be interested in this or if the cost involved in the new use case is high, then consider taking a horizontal approach. This approach would involve either a vertical or horizontal implementation, depending on what portion of your consumers might value this option. If you find that a substantial portion of consumers do not align with the current strategy or if you are looking to broaden your target audience, then introducing a new use case could be another potential strategy. Some factors to consider may be changing how price scales based on consumer value, re-evaluating what features to charge for, modifying the price itself, or updating the frequency of payments. This is especially useful if your research shows that customer viewpoints do not align with the current strategy or if the cost of serving the use case exceeds the revenue. One potential response might be to change existing packages to better align with the most valuable use cases. Gaps between the two are potential opportunities for improvement or growth.
Yet too many companies are quick to jump into a SaaS or subscription model without understanding if the value users envision is outcome-based or Transactional instead.Īre the features you charge most for the ones they receive value from? Do your pricing packages adapt to the considerations and workflows they prioritize? How does your price compare to their willingness to pay? Does the frequency with which you charge line up with when they want to pay? Through surveys and qualitative research, you can determine whether or not the consumer viewpoint aligns with your strategy. Understanding the value that users derive from the product, including how they quantify the value and when they experience it, should
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