Optimizing price point and offering for professional license study materials

Our client was transitioning a series of study-prep materials into a digital format. They needed to find the most effective way to bundle and price the offering.

We conducted internal workshops with our client’s subject-matter experts, analyzed historical sales data, audited competitor offerings and websites, and conducted telephone interviews with users of both competitive study materials and our client’s customers.

We recommended a new bundling of options more in line with market willingness-to-pay along with a higher price point, leaving room for discounts and affiliation marketing to maximize the uptake. Our insights also led to recommendations on go-to-market strategy and which prospects to target for maximum uptake. The new study material bundle will soon be released to the market.