Introduction

Tiered Pricing Study

At LevelUp we are evolving our business from being B2B to offer B2C services with end-uses. There was a need for us to re-examine the pricing of of our product as we reimagine this for self-servicing purchase of our products.

Product | LevelUp | 2020

Objectives

Signup Access

Allows end-user ability to self signup, without any assistance. This aims to reduce the need for sales intervention and

Transactions

Easy transactions online allowing users to signup for monthly or annual pricing.

Diversification

Currently LevelUp is predominantly within the finance industry. For growth LevelUp needs to consider new industries and hence diversify its product offering to a wider audience.

Supporting Existing Clients:

Given we are initially a B2B business, a new pricing model must support and also lean into this. Hence it must

Use Cases

Pricing for Existing Clients whilst Adding New

Standard

<100 person firm, people who want to dip their toes and see some benefits, but want to move slowly

Enterprise

Are traditional clients - the XL clients - they have a bunch of engineers and the ability to build on OS. OS will have a larger value proposition for them initially, and Suite less

Plus

SML financial services - it’s a firm who is big enough, but their internal technology group act more as vendor manager than makers

Free

A free tier will bring in new clients and individual users, in the hope to then up-sell them on additional features

Sass pricing

Pricing Plan Comparison

We compare pricing across major B2C firms. Many include a free tier price plan, then provide more premium tiers with additional features. Larger Enterprise pricing plans are usually handled with direct engagement.

Case Studies

Slack

Across apps that present recommendations, users are often intrigued as to why an item has been recommended, even furious if a recommendation is incorrect. With Social DNA, we wanted to present users back their transformed data in a meaningful way hence did this via profile tags of their inferred interests. Users could then additionally delete and add tags, which allowed a feedback loop for algorithmic improvements.

Notion

Has been one of the hottest and highly valued startups for the last few years. Particularly with the pandemic, the change to remote and distributed teams will serve Notion well.

Notion has taken bold steps in trying to switch end-users from Evernote, showing price pages and feature comparisons side-by-side. So this is a more aggressive acquisition approach.

Landing