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Driving Strategic Clarity Through Pricing Research & Customer Discovery
Challenge
🔹 High churn rates and disengagement in the community arm.
🔹 No validated value propositions for either nonprofit or for-profit segments.
🔹 No pricing benchmarks or insight into market willingness to pay.
🔹 Risk of heavy investment into a model the market may not support.
Approach
✔️ Member & Market Research: Designed and executed quantitative surveys plus qualitative interviews to uncover pain points, motivations, and retention drivers.
✔️ Pricing Sensitivity Analysis: Used Van Westendorp Price Sensitivity Meter to understand market tolerance for the enterprise offering.
✔️ Competitive Benchmarking: Mapped competing offerings to identify positioning gaps and potential business model weaknesses.
✔️ Value Driver Mapping: Connected customer insights directly to refined value propositions for both business arms.
Impact
🎯 Provided leadership with a clear, data-backed roadmap for engagement and retention.
🎯 Produced market-validated pricing guidance and go-to-market recommendations for the new enterprise offering.
🎯 Enabled a strategic pivot before major capital outlay—saving time, cash, and avoiding costly missteps.
Takeaways
🚀 Data-driven validation de-risks big bets.
🚀 When customers co-create your value proposition, adoption accelerates and churn declines.
🚀 Strategic pivots made early protect resources and position the business for sustainable growth.
I consulted an AI-focused organization which was at an inflection point:
🔸A nonprofit community was struggling with high churn and unclear perceived value.
🔸Leadership wanted to launch a for-profit enterprise arm, but the plan rested on untested assumptions about customer needs and willingness to pay.
🔸Without hard data, they risked misallocating significant resources.