Leading legaltech provider of definitive reference materials for lawyers, barristers, and judges

The client already provides the definitive reference materials, SaaS and calculations used by legal professionals in a specific area of law. They were launching a new digital content platform to transition their content into a fully interactive, cross-device online experience featuring better search, highlighting, and syncing. The challenges were:

• Complex segmentation: The market consists of distinctly different buyer types with contrasting procurement processes, requirements, usage patterns and willingness to pay. The pricing structure needed to work for different customer segments without creating perverse incentives for arbitrage. It also needed to ensure that the price paid by different segments aligned with the value delivered by the proposition.
• The single-product anchor: Many customers were accustomed to buying a single product and then sharing it among multiple users. The new model needed to justify a shift to higher multi-user recurring spending.
• Monetising "free" value: The client produces an influential but free journal. The strategy needed to maintain its reach as a marketing tool while creating a path to monetisation.

What I did:

• Customer development: Conducted deep-dive interviews with partners, associates, barristers, and judges to understand their research workflows and how they value specific reference materials.
• Quantitative value analysis: Designed a points-allocation exercise to quantify the relative importance of different titles within the client's content library, and how specific segments prioritised different content.
• Bundling Strategy: Leveraged the zero marginal cost of digital distribution to create a bundle proposition. This allowed the client to capture revenue for secondary titles that customers would never have purchased à la carte in print.
• Developed separate licensing structures for different customer segments: This enabled the client to align pricing with value delivery, while respecting the contrasting procurement processes and willingness to pay of different customer segments.
• Price sensitivity testing: Utilised the Van Westendorp Price Sensitivity Meter (VW PSM) to establish the "Zone of Acceptable Pricing" for the core proposition and bundles.
• Content exclusivity: Recommended the strategic withdrawal of the client's under-monetised "crown jewel" reference title from third-party aggregators to drive adoption of the new platform.
• Sales & onboarding: Designed a data-driven trial process to identify internal champions and prove value to procurement teams before purchase.