Consulting service
Pricing & Monetization Strategy
Pricing consulting determines what your product is worth to each segment and how to capture that value without losing volume. Douglas Insights combines willingness-to-pay research, competitive price audits and margin modelling to design price levels, structures and packages that hold up in negotiation.
The problem
Where this usually goes wrong
Cost-plus by habit
Prices set as cost plus a legacy margin leave value on the table in strong segments and lose deals in weak ones.
Discounting without data
Sales discounts to close because nobody has given them evidence of what the product is worth.
One price for every segment
Flat pricing overcharges entry buyers and undercharges enterprise users at the same time.
A few points of unmanaged discounting quietly erase the margin a year of cost programs saved, and once a low reference price is in the market it takes years to recover.
Our approach
How Douglas Insights solves it
Audit the current price waterfall
List price to pocket price, by segment and channel, so leakage is visible before research starts.
Research willingness to pay
Buyer interviews and survey techniques such as Van Westendorp and conjoint where sample allows.
Audit competitor pricing
Evidence-based price sheets for rival offers, including discount behaviour where it can be documented.
Design and model the new structure
Price levels, packages, fences and discount policy, modelled for revenue and margin impact before rollout.
What you receive
Named deliverables, not vague workstreams
- Price waterfall analysis with leakage quantified
- Willingness-to-pay findings by segment
- Competitor price audit with evidence register
- Recommended price levels, packages and fences
- Discount policy and approval framework
- Revenue and margin impact model with scenarios
- Rollout plan with sales enablement materials
Where this applies
Typical situations
Every figure ships with a numbered source. Interviews, filings and trade data are logged in a source register, and the working model is part of the deliverable.
Read the methodology →Common questions
Pricing & Monetization Strategy: frequently asked questions
Will a price change lose us customers?
The engagement models volume risk by segment before any change ships, and rollouts are usually staged so elasticity is observed on a small cohort first.
Do you run conjoint studies?
Yes, where the sample and product complexity justify it. For narrow B2B markets, structured willingness-to-pay interviews often produce more reliable input.
How do you find competitor prices?
From published lists, tender records, customs values, channel checks and buyer interviews. Every price point in the audit carries its evidence.
How quickly does pricing work pay back?
Most engagements identify margin recovery worth several multiples of the fee within the first modelled year. The impact model shows the math openly.
Scope a pricing & monetization strategy engagement
A 30 minute call to define the question, then a fixed fee proposal within 48 hours with named deliverables and timeline.