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We were sitting on a fundamental question: should we keep our bundled good-better-best structure, or split into separate modules and let customers buy what they need? We believed there was a cohort of customers that would not buy us unless certain modules were available standalone, but we needed real data to validate whether that was true and what this major decision meant for our business.
Dan built an approach that examined that hypothesis from two sets of in-depth interviews plus a quantitative survey. The research could have supported the split or negated it. It ended up being supported from multiple angles, and that gave me the courage that it was the right answer.
I've done these projects before with other firms, and some of them probably presented the data in a flashier way. But throughout this project, I got actionable findings, whether it was pricing, feature allocation, buyer profiles, or new AI module offer architectures, not just pretty slides. Highly recommended.
Javier AldreteChief Product Officer, ActivTrak
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Dan shared his expert views in a candid and timely manner, which has been really beneficial. I often need outside experts to talk with to form perspective and action, and Dan has been excellent at responding and being available with points of view on current topics. I found the frameworks and tools Dan shared particularly helpful. I appreciate how he took the time to understand our initial needs and then provide recommendations on how we can get Pipedrive to the next level.
The most valuable part? Definitely, the action plan and diagnostic. I'm a fan of smart frameworks that can be applied directly to our challenges. Dan really knows his stuff. He's a pro, enjoyable to work with, and has a unique grasp on the B2B SaaS pricing space.
James StokerVP of Marketing, Pipedrive
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Dan framed pricing research questions in a very structured way, making it easy for research participants to understand and give us good feedback. It's a skill that I would like my team to emulate. He also challenged the team effectively to think differently about pricing, carefully laying out the reasoning behind his approach. When I look at the other competitors in our space, I see many of them that are a complete mess.
Dan took our pricing to another level with a buttoned-up approach and pricing strategy. When I look at our competitors, my reaction is, These startups are such amateurs because they didn't have Dan to do their pricing and packaging. Overall, my product's pricing and packaging are now the best of all our different products. Dan really helped us in terms of understanding how we should use pricing strategically.
Elsa ChanFounder, Delino
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We can now spot both monetization and product opportunities by aligning our product and pricing model. The approach helped align product, sales, and marketing teams on value and jobs to be done.
Dan provides a very granular approach to understanding and gaining control over your pricing, both top-down and bottom-up. He helps you understand what customers want and where they see value - because value is vague and overused. You'll get clarity on your product and customers, enabling you to build a better pricing model for your company.
Dylan BenottoHead of Growth, iMapper
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Dan's assessment of our SaaS pricing approach was very thought-provoking. It fostered alignment and increased engagement among our executive stakeholders. Dan's overall process helped internal stakeholders to feel that their concerns were heard and gave them more confidence and comfort in our Go-to-Market approach for our first SaaS product.
The best tool that Dan gave us was the concept of customer segmentation to help clear up confusion among the team, which will accelerate bringing our SaaS product to market. He also clarified a repeatable four-step pricing process that we could use to price all of our future SaaS products, and it will become part of Cognex's standard process from now on.
His SaaS Pricing Assessor survey tool gave us clear metrics to judge our current state and goals for measuring our continued progress. Also, the instrument clearly lays out the steps we need to take to take Cognex to the next level.
Andreas SavvidesSenior Director of Products, Cognex
