About Fraction8

At Fraction8, we believe that there should be an active relationship
between what your market wants and what you offer the market.

This means treating product marketing as upstream activity
and the retail offering as the downstream activity
in a continuously and iteratively self-improving process.

Fraction8 works with established B2B technology companies
who lack the time to focus on or the expertise to understand
who they are selling to and how customers want and need to buy.

Pricing is (Really) Important

Pricing is the exchange rate on your business

It Drives Decisions

The right set of choices can either attract people in or drive them away – and once you have them hooked, you want to reel them in.

It Drives Perception

Pricing is the exchange rate on the products and services your business offers – and whether you like it or not, people associate price with value.

It Drives Dollars

Really smart people have proven that a 1% improvement in pricing can increase profit by 11% – that’s better than selling more or cutting costs.

Pricing Can Be (Really) Hard

Pricing balances what buyers want and what the business provides

It Takes Time

It Requires Unique Skills

It Needs to be Easy

Although there is a lot of work needed upfront to get the first version in the ballpark, ongoing performance must be measured so that iterative changes and improvements can be made.

Pricing experts are skilled at distilling complex qualitative and quantitative data into a list of options, and then advancing those options into a set of actionable decisions.

Buyers have an information deficit and it is the vendor’s responsibility to minimize friction in the sales process and establish a transparent and trusting relationship with its customers.

But Pricing Generates (Real) Results

ROI is driven by aligning the offer to the customer,
which maximizes the price paid and the revenue generated.

Increase Average Deal Size

Increase Win Rates

Right-Size the Funnel

Crafting the right packages and the right add-ons at the right price will ensure that you are getting the most out of each deal

Putting a compelling value-driven offer that is easy-to-understand in front of prospects will result in more closed-won opportunities

Aligning packaging and pricing to your target markets will ensure they resonate with prospective buyers and customers

I Use a A Proven Method of

Understand the Market

Defining the Target Addressable Market

Knowing the total revenue opportunity for a product and/or service is critical for creating the right set of offers.

Researching the
Competitive Landscape

Being aware of what your competitors are offering and how they are offering it will give you important perspective.

Understanding The Buyer
Through Buyer Personas

Building buyer personas helps ensure that the offers you create are aligned with tailored to market needs and expectations.

Develop the Offering

Define the
Pricing Strategy

Pricing can accomplish different goals – whether its market share, profit, liquidity, goodwill or something else.

Designing the

The structure of the offering shapes decisions – number of plans, what’s included, what’s extra and what’s the price.

Calculating the
Unit Economics

Each offer iteration has a projected performance in terms of revenue, expense, time to profitability and gross margin.

Measure Performance

Launch the Offering
to Market

Most launches are best done quietly and inside-out to ensure that all client-facing staff are ready to do what’s needed.

Measuring Qualitative Performance

To understand what’s working and what’s not, talk to closed opportunities – whether they are won, lost and no-decision.

Measuring Quantitative Performance

To understand what’s working, track deal metrics, including size, real price, discounts, and attachment rates.

About Me (Ryan Glushkoff)

With over 20 years of technology industry experience,
Ryan Glushkoff has worked in both the pre- and post-sales
for both mass-market and custom-enterprise software companies,
which gives him a unique perspective on how SaaS companies
need to position, price and market themselves for success.