01 — Software
400% Revenue Growth
Pricing failed to capture product value.
The product was strong and the customers were loyal. The price list was a historical artefact — built years earlier, never revisited, and disconnected from the value the software created inside customer operations.
We rebuilt positioning first, then packaging, then price. Value-based tiers replaced flat licences, and every change was tested commercially before it was rolled out broadly.
Revenue increased 400% in a year without a churn spike. Growth did not require more customers — it required capturing the value already being delivered.
In short
- Problem — Pricing failed to capture product value.
- What I changed — Market positioning · Value-based pricing · Packaging · Commercial testing
- → 400% annual revenue increase. Customers stayed.