Price level
Is your entry price below a threshold that matters?
For software and service businesses
The 90-Minute Pricing & Packaging Diagnostic
AI costs are up and your competitors have moved. Find more revenue and margin in how you package, bill and present your offer.
Every change is backed by published experiments and comes with a test plan. 90 minutes of your time.
Founding cohort: the first 10 on the waiting list pay half.
90 minutes of your timeYour numbers are optionalReport and team presentationWorkshop with Dr. Frank Buckler
Workshop with Dr. Frank Buckler: 25 years in pricing, former pricing consultant at Simon-Kucher, author of Pricing Intelligence.
Where most founders stand
Does your pricing have to change? Does every option feel like a bet?
You know your pricing has to change. AI costs are eating your margin, and your competitors have already moved. But every option feels like a bet. Raise prices and deals stall. Cut them and your margin goes. So most founders wait, and waiting costs money too.
When a price change goes wrong
In September 2023, Unity announced a new fee for every install of a game built with its engine. Developers revolted within days. Unity walked the plan back, its CEO stepped down a few weeks later, and a year on the fee was dropped for good. That is the fear. The answer isn't to avoid change. It's to know which change works before your customers find out.
You don't have to raise your price
The safest lever often isn't the price tag
How your packages are cut, whether you bill per seat, per use or flat, whether a setup fee makes sense, how the yearly plan is framed and which package buyers see first: each of these moves revenue and margin. In 90 minutes you know which levers are worth pulling for your business, what each is worth and how to test it.
Packaging
Does the middle package give buyers a reason to upgrade?
Pricing metric
Per seat, per use or flat: which one grows with your customers' value?
Fees and billing
Setup fee, yearly plan, discounts: which help and which only cost margin?
Presentation
Order, anchors, badges and how the number is shown.
Why you can trust the result
25 years of pricing practice, 56 published experiments and a test plan for every change
Most pricing audits compare you with your competitors. That shows what is common, not what works.
Know-how
25 years of pricing
Dr. Frank Buckler, formerly at Simon-Kucher, runs every workshop himself.
Research
A source for every finding
Every recommendation names the pricing study behind it.
Testing
A test plan for every change
New customers see each change first, never your whole base.
What it is not
It is not market research. It checks your offer against experiments elsewhere and tells you where measuring your own buyers is worth it.
How it works
Three steps, 90 minutes of your time
1Assess2Diagnose3Decide
Step 1 · Assess
30 minof your time
You tell us about your offer
A video call with a member of the SUPRA team: your packages and prices, who buys, how they buy, your main competitor and what you want to change. We record and transcribe the call with your permission, so nothing gets lost.
Step 2 · Diagnose
0 minof your time
We run your offer through the Diagnostic
Our tool checks your packages, prices and pricing page against 56 rules from published pricing experiments. Each finding comes with what to change, why it works, how to test it and the source behind it. If you share revenue and customer numbers, we estimate the effect on revenue and profit.
Step 3 · Decide
60 minof your time
One-hour workshop with Dr. Frank Buckler
You get the report before the workshop. In the session we go through the findings with you, decide which three changes come first and plan how to test them.
You leave withthree changes in order of priority, what each is worth and a test plan for each.
Three weeks later
30 minoptional
Implementation check
We look with you at which changes are live and what the first numbers show, and help you adjust where the results fall short.
Example report
Every finding: what to change, why, and how to test it
Test run from 28 October 2026: a project management tool for marketing teams.
SUPRA Pricing & Packaging Diagnostic · ReportFinding 1 of 16
16
findings in this report
Strongest lever
Layout of the package step
Effect in the source study
upgrade rate 29% → 56%
Round base price when an upgrade follows
19 → 20Starter price per user. Pro stays at 49.
What to changeStarter from 19 to 20, so the step to Pro is 29.
Why it worksNext to a round 20, the step to Pro feels smaller.
How to test itA/B test with new visitors: share of Pro among paid sign-ups.
Source: 7 experiments, including Journal of Consumer Research 2021.
Client case
neuroflash, a German AI marketing software company, cut its packages from five to three while competitors halved their prices. We didn't lower the price. We spread it differently across the packages, along the price thresholds that matter to buyers. Revenue and profit grew by 7%.
The Diagnostic is the first step of the same work: find the levers, put a figure on each, and test before rollout.
5 → 3
packages at neuroflash, with no price cut
+7%
revenue and profit at neuroflash
½
the price competitors charged after their cuts
+74%
profit for a B2B service: price +27%, volume −5%
+96%
profit for a new product: price +20%, volume −21%
+16%
profit from price increases across selected product brands
Results from SUPRA pricing projects across industries. Software companies that priced with SUPRA include Deutsche Telekom, Lexware and neuroflash.
When we need clarity grounded in causal truth before we build strategy, SUPRA is the first name I reach for.
Dr. Marc GüntermannHead of Global Sales Strategy & Business Development, Volkswagen Group
At T-Mobile USA and Sonos, SUPRA created the clarity that transformed marketing and unlocked 4× revenue growth.
Dr. David FeickHead of Insights · ex-T-Mobile USA · ex-Sonos
SUPRA exposed the limits of conventional research. For high-stakes CMO decisions, they're my trusted choice.
Thomas BartaNYT bestselling author · global CMO trainer · ex-McKinsey partner
Your workshop lead
Dr. Frank Buckler
Frank has worked on pricing for 25 years, including as a pricing consultant at Simon-Kucher & Partners. He wrote Pricing Intelligence, developed Implicit Price Intelligence and the peer-reviewed Causal AI method behind SUPRA, and advises larger B2B SaaS companies on pricing and packaging as Senior Advisor at APEX Partners.
Guest expert
Prof. Dr. Axel LippoldProfessor of Marketing & Sales and SUPRA partner, 20 years of management consulting in pricing and brand strategy
Investment
Three changes, what each is worth, and how to test them
Founding cohort · 10 places a month
The first 10 on the waiting list pay half
Frank runs every workshop himself, so we take 10 Diagnostics a month. The first 10 on the waiting list pay 0.75k Euro instead of 1.5k Euro, if they share their case with us in anonymized form.
1.5k Euro per Diagnostic, plus VAT where applicable · invoice available
Join the waiting list 
Money-back guarantee. If you leave the workshop without three changes you can act on, write to us within 14 days and you get your money back.
- Diagnostic report and team presentationevery finding with what to change, why, how to test it and its source, plus a revenue and profit estimate if you share your numbers
- One-hour workshop with Dr. Frank Bucklerafter a 30-minute call about your offer: three priorities and a test plan
- Implementation check after three weekswhat the first numbers show and where to adjust, 30 minutes, optional
Beyond the Diagnostic
When a change needs proof from your own buyers
The Diagnostic shows you what experiments elsewhere have found. Some decisions are too big for that, like new packages or a price increase across your customer base. Then SUPRA measures how your own buyers react before you launch.
DeepCause Pricing Partner
Pricing strategy for companies with several products or markets
120k Euro
per year, plus VAT
- Everything in the Pilot, for each product and market you price
- Monetization strategy: price metric, segments and a roadmap for price increases
- A causal check on every pricing decision during the year
- Twin updates every quarter and a new measurement once a year
- Executive sessions with your leadership team
DeepCause Pricing Pilot
Build your packages on what buyers pay for
50k Euro
per company, plus VAT
- Everything in the Test
- An a-EEG pre-study with your buyers
- Causal AI per feature and segment: which features make buyers pay more
- Package design: tiers, fences, upgrade path and price points that include your costs
- Tier names, pricing page copy and sales arguments
- Launch and live-test plan, 90-day follow-up
DeepCause Pricing Test
Test your packages and prices before launch
9.5k Euro
per company, plus VAT
- Up to three current or planned packages tested with real buyers
- Willingness to pay measured implicitly at several price points
- A demand curve and a recommended price for each package
- A customer twin calibrated on the test data, 12 months of access
- A two-hour results workshop
The Test tells you whether your packages and prices hold. It doesn't show which features drive the result. The Pilot does.
Talk to Frank →Your Diagnostic fee counts toward the Test or the Pilot if you upgrade within 90 days, and your Test fee counts toward the Pilot. We take on three Pilots per quarter. Scope and price are fixed in writing before the start.
Questions
Frequent questions
Who is the Diagnostic for?
Founders and CEOs of SaaS companies with 2 to 30 million in revenue, usually without their own pricing team. You already have customers and a price list, and you know it has to change.
Do I have to raise my prices?
No. Many of the strongest levers leave your list price as it is: how packages are cut, how you bill, how the offer is shown. The Diagnostic tells you which levers fit your business and in what order.
How is this different from a free pricing audit?
Most free audits compare your pricing with what other companies do. The Diagnostic checks it against published experiments, gives you the source for every finding and puts a revenue and profit figure on each change. And you work out the priorities with someone who has done pricing for 25 years.
Is this market research?
No. We don't survey your buyers. The Diagnostic tells you what experiments elsewhere have shown and where measuring your own buyers is worth it. That measurement is what the DeepCause Pricing Test does.
Do I need to share data?
No. Your packages, prices and the call are enough for the findings. If you share revenue, customer numbers and acquisition cost, we can also estimate what each change is worth.
Who leads the assessment call?
A member of the SUPRA team. With your permission we record and transcribe it, so the Diagnostic works with your own words. Dr. Frank Buckler leads the workshop.
How does the founding cohort work?
The first 10 people on the waiting list pay 750 Euro instead of 1.5k Euro. In return they agree that we may use their case in anonymized form as an example for future clients.
What happens to my information?
We use it only for your Diagnostic. Anything we show to others is anonymized and only with your consent.