Growth and Pricing Strategy: E-Commerce Software
Genesis helped a B2B SaaS business develop an industry-focussed growth strategy and value-based pricing model, projected to deliver a ~A$25m ARR uplift across front and back books.
Case Studies
Strategy / Value Creation
Growth and Pricing Strategy: B2B SaaS E-Commerce Software
Genesis Advisory assisted a B2B SaaS business to develop an industry-focussed growth strategy to better align sales to capability and customer expectations, and to design a value-based pricing model for both front and back books.
THE PROBLEM
Underpriced product and lack of structured growth strategy despite demonstrable market superiority.
OUR APPROACH & SOLUTIONS
Customer research, competitive benchmarking and value-based pricing design
Customer Research & Segmentation
Competitive Benchmarking & Pricing Design
Go-to-Market Strategy
- Conducted customer interviews and a NPS and pricing survey to understand value proposition, pain points and opportunities
- Identified and defined Key Purchasing Criteria (KPCs) to understand what customers truly value
- Segmented customers by industry, outlining market size and share for key segments
- Conducted mystery shopping to benchmark competitors’ pricing
- Designed a variable-based pricing model to capture value from customer growth on both front and back books
- Modelled the financial impact of pricing changes across the customer portfolio
- Outlined an industry-focussed segmentation strategy aligned to competitive advantage
- Incorporated industry best practices, pragmatic sales approaches and marketing effectiveness initiatives
- Recommended customised value propositions for each priority industry segment
Customer Research & Segmentation
- Conducted customer interviews and a NPS and pricing survey to understand value proposition, pain points and opportunities
- Identified and defined Key Purchasing Criteria (KPCs) to understand what customers truly value
- Segmented customers by industry, outlining market size and share for key segments
Competitive Benchmarking & Pricing Design
- Conducted mystery shopping to benchmark competitors' pricing
- Designed a variable-based pricing model to capture value from customer growth on both front and back books
- Modelled the financial impact of pricing changes across the customer portfolio
Go-to-Market Strategy
- Outlined an industry-focussed segmentation strategy aligned to competitive advantage
- Incorporated industry best practices, pragmatic sales approaches and marketing effectiveness initiatives
- Recommended customised value propositions for each priority industry segment
THE RESULT
Recommended pricing changes projected to increase current pricing by ~50–70%, resulting in a ~A$25m ARR uplift.
Genesis recommended an industry-based segmentation strategy focusing on sectors where the client demonstrates experience and competitive advantage. A value-based pricing model with base and variable components was introduced for both front and back books. The recommended model was projected to deliver a significant uplift in ARR, giving the business a clear roadmap for sustainable revenue growth.
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