Stop guessing what your customers will actually pay
Figure out how to price your product, which features belong behind a paywall, and what’s quietly killing your expansion revenue (and your 12-month NRR โ IYKYK) in just 7 weeks.
See if we’re a fit in just 45 minutes
Trusted by over 100+ SaaS businesses with their toughest growth challenges
The problem with how most SaaS companies set pricing
Most early-stage SaaS founders set pricing one of three ways:
1. They copy a competitor.
2. They go with their gut.
3. Or they throw up a number that “feels right” and never revisit it.
None of those are strategies. And the consequences show up in predictable places: too much churn at the low end, too little expansion revenue, plan structures nobody actually upgrades through, and a nagging sense that you’re leaving money on the table (but no idea how much or where!).
Pricing is one of the highest-leverage decisions you’ll make in your business. It directly affects your conversion rate, your NRR, your LTV, and how your product is perceived in the market. And yet most founders give it less thought than their homepage headline.
That’s no shade to you; it’s just hard to price well without the right data. Which is exactly what this project gives you.
Who is the Pricing Project for?
You haven't touched pricing in 12+ months
…and you have no idea where to start, how to do it right, and which pricing ideas you should prioritize.
Expansion revenue is flat or nonexistent
Less than 40% of your MRR is coming from upgrades or expansions, and you don’t know why
Customers complain about pricing
Or worse, they go quiet and churn without saying anything at all
You have a million ideas for pricing but no idea where to start
You’ve got this list of ideas in your head but not exactly sure what’s worth prioritizing
You've tried doing pricing on your own (and it sucked)
Here’s a response from a real SaaS PLG client about their results from working with us last year on pricing ๐
How we make SaaS pricing strategy crystal-clear (and make you money)
There’s a reason pricing research is easy to get wrong: customers will tell you what they think you want to hear, especially in an interview.
“Would you pay more for X?” is basically a useless question.
Good pricing strategy gets at willingness-to-pay indirectly โ through validated methodologies that are specifically designed to surface honest reactions, not socially acceptable ones.
DemandMaven uses three primary methodologies depending on what you need:
JTBD Interviews
We conduct in-depth JTBD customer and prospect research to understand not just who your customers are, but why they choose you.
Next, we analyze that data alongside the price-sensitivity research to answer important questions like โWhat are customers willing to pay for?” and “What features do specific types of customers value versus others?”ย
Van-Westendorp Price Sensitivity & Max-Diff
Ah, yes. The nerdy pricing stuff we get into!
We handcraft a pricing survey that maps the range of “too cheap,” “acceptable,” and “too expensive” while also understanding what’s most important in each plan.ย
The insights alone from the survey are worth their weight in gold. It just so happens that they also feed into pricing strategy,
Live Pricing Page UX Interviews
Once we have ideas for the pricing plans we want to get feedback on, we’ll run UX interviews with qualified prospects on a live comp of a real pricing page that we’ll build together.ย
It’s both incredible and terrifying but immeasurably valuable to execute. You’ll walk away with tons of insights regarding your pricing concepts and the design of the pricing page from actual potential buyers.
What you walk away with
At the end of a Pricing Project, you’ll have:
INCLUDED
JTBD customer research and insights. Why do they buy? Why do they buy from you? And what keeps them coming back?
A clear willingness-to-pay range for your primary customer segments, grounded in data โ not assumptions
Pricing recommendations for your current plans and any new tiers you’re considering
Feature value analysis that shows which features are driving purchase decisions and which are getting ignored
Value metric recommendationsย based on insights from our studies and surveys
Plan structure recommendations โ what belongs on each tier, what to gate, and what to make free to drive conversion
Expansion revenue opportunities โ where upgrades are most likely to stick and how to design for them
ADD-ONS
Pricing page UX interviews that get feedback from real-life qualified prospects
Pricing page design and compositionย to prototype ideas quickly
Onboarding & activation strategy. Win and activate more customers
Marketing strategy. Instead of spraying scattershot, use your budget on the channels that earn the most ROI
Website strategy. Site not doing your SaaS justice? You wouldn’t be the first…
Growth roadmapping. Understand which steps to prioritize and choose the people & tools to get you there
Product discovery. Prioritize features on your roadmap that don’t just keep customers but have them banging down your door for more.
“Working with DemandMaven was the biggest sense of relief.”
“I got the clarity and confidence that I and my business needed. If you’re thinking about hiring DemandMaven, you should obviously do it. A weight is going to lift off your shoulders, and you’re going to do some amazing work together. Your business won’t be the same.”
– Luke Beard, CEO & Founder of Exposure
Work with a growth-obsessed SaaS pricing consultant
DemandMaven was founded by lead growth strategist Asia Orangio in 2018. Along with her work here, Asia advises SaaS companies and VC funds all over the world. Sheโs also a TinySeed mentor, and served on the board at Moz before its successful acquisition in 2021.
Before starting DemandMaven, Asia worked for two VC-funded, high-growth startups in Atlanta, GA as head of marketing and head of demand generation.ย
โ๏ธ All that is to say that when you decide to work with DemandMaven, youโre getting a team who really gets SaaS.
Experienced in both B2B and B2C markets
Understand GTM strategies for a variety of product-led growth and sales-led models and market segments including:ย freemium, self-serve, demo, and SMB / mid-market / enterprise
Battle-tested in both VC-funded and bootstrapped funding environments
Deeply experienced with proven SaaS frameworks that generate results
FEATURED ON
Frequently Asked Questions
What does the entire process look like from start to finish?
Great question!ย
A typical Pricing Research project runs 4โ6 weeks from kickoff to final recommendations โ depending on how quickly we can schedule interviews with your customers.
Week 0: Onboarding + research strategy
Week 1: Outreach + scheduling; review of current pricing and plan structure
Week 2: Customer interviews + initial analysis
Week 3: Quantitative pricing analysis (WTP / Van Westendorp)
Week 4: Findings synthesis + recommendations draft
Week 5: Workshop + next steps
Weeks 6 – 7: Overflow for additional strategy delivery or interviews
How is this different from the Pricing Audit add-on in the Growth Engagement?
The Pricing Audit add-on is a lighter-touch review of your current pricing structure as part of a broader growth project. It’s still rooted in the same fundamentals, but would include the pricing survey and 3-5 pricing page UX interviews with prospects.
The Pricing Research project is a dedicated deep-dive โ it uses validated research methodologies, conducts actual interviews, and produces a full pricing strategy with specific recommendations. If pricing is the primary problem you’re trying to solve, this is the right engagement.
Do you work with B2C pricing too, or just B2B?
Both. The methodologies we use are applicable across business models. The research design looks a little different depending on your buyer, but the core approach โ combining qualitative and quantitative to surface honest willingness-to-pay โ works for any SaaS pricing decision.
We already ran a pricing survey last year. Is there still value here?
Probably, yes. Surveys typically tell you what people say they’d pay โ not what they’d actually pay. And most surveys don’t capture the contextual information you need to make good plan structure decisions. We’d want to understand what your survey revealed and what it left unanswered, and build the research design around the gaps.
Can we use this research to inform a full pricing page redesign?
Yes โ and we can fold in specific messaging recommendations for how to present your pricing to different buyer segments. The research surfaces the language customers use to describe value, which is often the most useful input for pricing page copy.
How much does it cost?
The Pricing Project starts at $15,000, but most clients spend around $20,000-25,000. Book a discovery call to talk through the scope and whether this is the right project for where you are.
You ready to finally figure out how to do pricing the right way?
Most SaaS companies don’t find out which one until it’s already costing them.
A Pricing Project gives you the data to make confident decisions โ about what to charge, how to structure your plans, and how to design for the expansion revenue your business needs to grow.
