Global EdTech SaaS & content provider

Highlights

• Identified the structural problems with the client’s legacy pricing structure. These were depressing gross revenue and new customer acquisition

• Implemented customer development with the objective of segmenting potential customers by requirements, size, ability-to-pay and their perception of product value

• Redesigned the pricing structure from scratch, with primary objectives of:

  • revenue growth

  • balancing wild variation in ability to pay

  • increasing conversion of free customers to paying customers

• Using information collected from customer development interviews, I defined and then “productised & packaged” a new value proposition aimed at the wealthiest customers. Combining the client’s content back-catalogue, content creation SaaS, bespoke customer-specific content and training