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PRODUCT · PRICING

Pricing strategy consulting and monetization

Pricing strategy consulting helps you decide what to charge, how to package it and how to test it, so price grows with value. Startups set a first price; growing companies fix one that stopped working.

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Led by Roger GrekosCo-Founder, product

The drawing shows three pricing plans and, under them, who each plan is for, the usage limit that triggers an upgrade and the features that separate the top plan.

We work on value metrics, plans and tiers, usage pricing and price tests, and turn them into a software monetization plan your team can run. Pricing sits inside our product management consultancy because it is a product decision first. It shapes who signs up, what they use and when they upgrade.

01SOUND FAMILIAR?

Signs your pricing needs work

  • SYMPTOM 01

    We picked our price by looking at competitors

    Usually means: The price is not tied to the value your customers get, so it is hard to defend in a sale.

  • SYMPTOM 02

    Our biggest customers pay the same as our smallest

    Usually means: The packaging or the value metric does not grow with the value customers get.

  • SYMPTOM 03

    Every deal ends in a discount

    Usually means: The plans do not match your buyer segments, so sales fills the gap with discounts.

  • SYMPTOM 04

    Our usage costs are growing faster than revenue

    Usually means: Pricing ignores what the product costs to serve, such as compute, storage or AI usage.

  • SYMPTOM 05

    We want to raise prices but are afraid of churn

    Usually means: There is no test plan and no rule yet for how existing customers are treated.

Led by Roger GrekosCo-Founder, product

Thinking about a price change? We can help you decide what to test first.

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02WHAT WE DO

What our pricing strategy consulting covers

  • Value metric and packaging

    We find the unit your customers get value from, such as seats, projects, transactions or usage, and package features around it. With the right value metric, revenue grows when customers succeed, without renegotiating every deal.

  • Plans, tiers and price points

    We design the plans each buyer segment needs, decide what sits in each tier, and set price points from customer interviews, willingness-to-pay research and your costs. Each tier gets a clear reason to upgrade to the next one.

  • Usage-based and hybrid pricing

    For products with real per-use costs, such as AI features, APIs or storage, we design usage or hybrid pricing. It protects your margin and stays predictable for buyers, with included amounts, overage rules, caps and spending alerts.

  • Price tests and rollouts

    We plan how to test and introduce a change. That means who sees it, what you measure, how existing customers are treated and what sales and support will say. A price change should be a planned release, not a surprise on an invoice.

  • A software monetization plan

    Everything lands in one software monetization plan: the model, the packages, the price points, the test plan and the metrics to watch. The assumptions are written down so you can revisit them as the product grows.

  • Pricing page and upgrade path review

    We review the pricing page, the plan comparison and the upgrade paths inside the product. A sound price can still fail if buyers cannot see what they get or how to buy it.

Illustration of usage passing its included amount, with an alert before the cap

03IN BRIEF

Software monetization models compared

The common software monetization models are per-seat subscriptions, usage-based pricing, tiered plans, freemium, transaction fees and hybrids that combine a subscription with usage. The right one follows how your customers get value and what each extra customer or action costs you to serve.

Per-seat pricing suits tools whose value grows with the number of people using them, but it can slow down wider rollout inside an account. Usage pricing fits APIs, infrastructure and AI features where cost and value rise with volume, though buyers need caps and forecasts to trust it. Tiered plans work when segments need clearly different features. Freemium works only when free users cost little and some of them grow into paying accounts. Transaction fees suit marketplaces and payments, where you earn as your customers earn. Many products end up hybrid: a platform fee for predictability plus usage for the value that scales. Our SaaS pricing strategy guide covers tiers and packaging in more depth.

Monetization for consumer and mobile apps

App monetization strategies for consumer and mobile products usually combine subscriptions, in-app purchases, advertising and freemium tiers. The right mix depends on how often people use the app and what they will pay for. It also depends on how much of each sale the app store or payment provider keeps.

Subscriptions suit apps people open every week and that keep adding value, such as fitness, learning or productivity apps. One-time and in-app purchases suit content and tools people buy once. Advertising can fund apps with large, frequent audiences, but it competes with the experience you are building. Freemium works when the free tier shows enough value to convert some users without giving away the reason to pay. App store rules also decide which purchases must go through their billing, so we check the current store policies before we model any revenue. We plan the paywall and upgrade screens with the same care as the price.

What a monetization strategy covers beyond the price

A monetization strategy covers how the product earns money from end to end. That includes the model, the value metric, the packages, discount and contract rules, how customers expand, and how billing, sales and support carry it out. The price point is only one decision in that list, and rarely the first one to change.

That is why we look at the product as well as the price sheet. If the real question is which market or product to bet on, that belongs in our product strategy services before any pricing work. Pricing is also one of the first levers when you plan how to scale a startup. Margins decide how fast you can afford to hire and grow. If you have no paying customers yet, our idea validation services for startups test willingness to pay. That tells you whether a price will hold before you publish one.

04STEP BY STEP

How a pricing engagement works

  1. 01

    Audit

    We study your customers, plans, deal history, usage and costs, and interview customers and lost prospects about the value they get and how they buy.

  2. 02

    Build

    We design the value metric, packages and price points, model the effect on your current customers and revenue, and write the test plan.

  3. 03

    Ship

    We help you roll out the change: the test, the rules for existing customers and notes for sales and support. Once the results are in, we review them with you.

05ENGAGEMENT OPTIONS

Ways to work with us on pricing

  • Pricing review

    Work through your current pricing in working sessions.

    You get

    • A review of your plans, pricing page and deal data
    • The main pricing risks and your options
    • A view on what to test first

    Typical shape

    One or more sessions, booked when you need them

    Quoted after a short call

    Ask for a quote

  • Pricing project

    We research, design and plan your new pricing end to end.

    You get

    • Customer and lost-deal interviews
    • Value metric, packages and price points
    • A revenue model against your current customers
    • A test and rollout plan

    Typical shape

    A fixed scope, led by Roger

    Quoted after a short call

    Ask for a quote

  • Pricing rollout support

    We stay with your team through the test and the rollout.

    You get

    • Everything in the pricing project
    • Support for sales, support and billing changes
    • Test reviews and the call on what to keep

    Typical shape

    Alongside your team, for as long as you need

    Quoted after a short call

    Ask for a quote

06WHO IT IS FOR

Who pricing work is for

Roger Grekos

07LED BY

Who leads your pricing work

Roger Grekos leads product work at BrainStormers, including pricing and monetization. He runs the customer conversations, the pricing model and the test plan with your team.

Price follows value. Before we talk numbers, I want to know what your best customers would lose if the product disappeared tomorrow.

Roger GrekosCO-FOUNDER · PRODUCT
Roger Grekos
Co-Founder, Product, Project & Scale
Background
Roger co-founded BrainStormers and has led product for 12+ years across SaaS, fintech, media, gaming and services. At Find.co he led product strategy for a media portfolio whose revenue grew from $22M to $55M in three years; at PayEm he took a procurement platform to $1M ARR in 12 months.
Roger's profileLinkedIn

08

Related product services

  • Product strategy

    Decide who the product serves, what to build next and what to drop, with evidence behind each call.

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  • Scale planning

    A staged plan for your next stage of growth: team shape, process, product operations and the systems behind them.

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  • Idea validation

    Research, interviews and smoke tests that end in a go, pivot or stop decision before you build.

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  • Product and engineering

    Pricing a product you are still building? Our software product development team keeps pricing, product and engineering on one plan.

    Roger and Thanos

09INSIGHTS

Guides on pricing and monetization

  • MONETIZATIONGUIDE

    SaaS pricing strategy

    How to set a SaaS pricing strategy at an early stage: choose a value metric, pick a pricing model, design clear tiers, and test a price change without losing trust.

    Roger Grekos

10FAQ

Questions about pricing strategy consulting

What does pricing strategy consulting include?

Pricing strategy consulting covers the research and decisions behind what you charge. That includes customer and lost-deal interviews, a value metric, packages and tiers, price points, discount rules, a plan for existing customers and a test plan. With us it ends in a written monetization plan and support while your team rolls the change out.

When should a startup change its pricing?

Change pricing when the evidence says the current model no longer matches value. Signs include heavy users who pay too little, a discount on every deal, a new segment that buys differently, or a new cost to serve. Review pricing at least once a year and after major product changes, and change it on purpose, with a test plan.

Should we charge per seat or by usage?

Charge by the unit that tracks the value customers get. Per seat suits collaboration tools where more people means more value. Usage suits products where value and cost grow with volume, such as APIs or AI features. Many products combine the two: a base fee per account or seat, plus usage above an included amount.

How do you test a price increase safely?

Test on new customers first, then decide how to treat existing ones. Show the new price to a share of new visitors or in new deals. Measure conversion, deal size and sales cycle, and compare them with the old price. For existing customers, give notice, explain what changed and consider honouring the old price for a set period.

Do you work on pricing for marketplaces, apps and usage-based products?

Yes. Marketplaces need take rates and fees that keep both sides active. Consumer and mobile apps weigh subscriptions, in-app purchases and ads within app store billing rules. Usage-based products need metering, included amounts and caps buyers can forecast. The method stays the same: find the value metric, model the options, then test the change.

How do you choose between software monetization models?

We choose from evidence. We look at how customers describe the value they get and how usage and cost grow per account. Buyer habits in your market matter too, and so does how predictable your revenue must be. Then we model each option against your current customers: who would pay more, who would pay less and who might leave.

What does a pricing engagement deliver?

A written monetization plan. It names the recommended model and value metric, the packages and price points, with the reasoning behind each. It sets out rules for discounts and existing customers, a test and rollout plan and the metrics to watch. You also keep the research notes and the pricing model, so your team can rerun it when things change.

Led by Roger GrekosCo-Founder, product

Talk to Roger about pricing and monetization

20-minute intro call

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NEXT STEP

Price for value

Tell us how you charge today and what is not working. You leave the first call knowing what to look at first.

You’ll talk to Roger

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