Navigating Enterprise Pricing Challenges

Whispir researched to understand enterprise sales practices and country-specific variations, aiming to implement a self-serve subscription model. Challenges with typical administrative procedures prompted this initiative. Concurrently, strategic pricing analysis and competitor assessments were performed to align pricing strategies with market dynamics. External insights informed decision-making to streamline processes, empower teams, and drive adoption and sustainable growth in a competitive landscape.

Role
Strategic Researcher

Time Frame
4 months

To comply with my non-disclosure agreement, I have omitted confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Whispir.

  • Whispir's pricing structure presents a challenge characterised by its complexity, ambiguity, and outdatedness - The lack of clear value placement has led to confusion among customers, resulting in a pricing model that is not aligned with market standards.

  • By acknowledging insights from willingness-to-pay research and understanding our customers' expectations alongside market trends, we aim to streamline our pricing strategy. This holistic approach will provide us with the information needed to align our pricing model with customer needs and market dynamics, ultimately enhancing our competitiveness.

    1. Enhance operational efficiency

    2. Improve customer onboarding experience

    3. Position Whispir competitivey

How might we navigate enterprise pricing challenges whilst enhancing and transitioning Whispir to a self-serve subscription model?

My Research Approach

  • Semi-structured conversational style Internal & External Research with Sellers from Australia, Singapore, the Philipines and Jarkarta.

  • 3 competitors per region

  • Structured workshops designed for

    1. Sellers regarding pricing and Market observations

    2. Pricing Strategy Workshop

  • Desktop research synthesis of Profitwell Research 2021

For this case study, my focus will be on presenting insights derived from generic market dynamics and customers' expectations, especially from the willingness-to-pay research. This deliberate approach ensures the preservation of confidentiality and the protection of sensitive information. By highlighting overarching trends and common customer preferences, we aim to provide valuable insights while upholding the integrity of my research.

Research Insights

In our analysis, we found a significant correlation between discounts and customer churn rates, underscoring the importance of strategic discounting. Shifting the focus from price discounts to emphasising product value emerges as pivotal for organisational success. Moreover, the exploration of subscription models unveils potential benefits for both financial stability and customer satisfaction, particularly in enhancing cash flow.

Insight #1
Discount impact churn

Optimising discount strategies is vital for customer retention. However, excessive discounts can increase churn rates and lower perceived value. Research suggests discounts beyond 30% may lead customers to question value and loyalty. Balancing discounts is crucial during renewal to ensure customer satisfaction and sustained value delivery.

Insight #2
Region localisation impacts growth

Each market has its preferences and demands. Research indicates that organisations that embrace market-based localisation strategies double their growth compared to those that don't.

Insights #3
Price Transparency

By prioritising upfront pricing information from the onset of any interactions with customers, it respects their budgeting and procurement processes providing them with predictable cost information that they can forecast.

In conclusion

The study has provided invaluable insights to steer Whispir's strategic pricing approach, interim steps, and future opportunities. With a clear understanding of market dynamics, Whispir is well-positioned to make informed decisions, seize emerging trends, and navigate towards sustainable growth in a dynamic and competitive landscape.

Learn more about my research process

Pricing Strategy Activities Brainstorming Workshop

Pricing Workshops

I led in running a Pricing Strategy Activities Brainstorm Workshop where we identified the right teams to action the key tasks needed for pricing strategy development.

Representatives from product management, sales, marketing, and finance collaborate to review market research, define pricing objectives, and develop tailored strategies.

Through this collaborative process, we ensure alignment, transparency, and accountability, driving informed decision-making and delivering value-driven pricing solutions.

Series of User Interviews

In response to our pricing sensitivity challenges, I conducted user interviews with internal sellers and commissioned an external researcher to conduct with external enterprise sellers. These sessions unveiled critical insights into seller perspectives, pain points, and industry best practices. By aligning these insights with our pricing sensitivity objectives, we were able to optimise our pricing strategies to better meet market expectations, driving customer adoption and revenue growth.