Pricing & Bundling Strategy

A software company managing multiple SaaS products following a merger needed to rationalize pricing and bundling across distinct customer bases - with overlapping user definitions, competing stakeholder priorities, and no clear picture of how customers valued different product combinations.

I partnered with a research agency from study design through delivery. That meant reviewing and refining the conjoint design to balance stakeholder requests against best practices, leading survey programming and advanced data quality screening, running the conjoint analysis (hierarchical Bayes estimation), and integrating data across three separate customer database extracts.

My core deliverable was a pricing and bundling simulator built and calibrated to let the leadership team explore real-world scenarios, cut by audience, and stress-test strategic options before committing. I also built reporting dashboards, wrote a simulator user guide, and led the client through a handoff session.