PRICING COMPASS — COMING SOON
Stop Guessing What to Charge
Few decisions affect profitability more than pricing. Yet most prices are still set using little more than instinct.
Pricing Compass is a done-for-you analysis. We weigh the evidence, use AI-assisted modelling to compare the options and give you a clear recommendation on what to charge.
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Whether you’re launching something new or reviewing existing prices, it's time to replace guesswork with an evidence-backed method.
The Cost Of Getting Pricing Wrong
Pricing is your most important profit lever. It affects everything. It shapes demand, revenue, margin and how much money you keep. It is the most expensive decision to get wrong. Set your price too low, and you're giving away profit on every transaction. Set it too high, and you can suppress demand before customers appreciate your value.
For every product or service, there is a price that best balances demand and margin. The one that produces the greatest profit. Yet many businesses never properly investigate where that price lies. They settle on a number that feels reasonable and move on.
But a small pricing mistake repeated across every sale can become a significant amount of missed profit over time. Your price might look reasonable, but that doesn’t mean it’s working as hard as it could.
Why Pricing Is Difficult
Anyone can add a margin to costs or copy a competitor and call it a day. But these don't tell you what price will produce the greatest profit.
Costs tell you what each sale must cover. Competitors show you what others are doing. Previous sales report how people behaved. Margins determine what each sale contributes. And gut instinct fills the gaps.
Each signal matters, but none provides the answer alone. Your competitors are guessing too. Customers don't always behave rationally. Historical sales don't explain why something happened. Demand can rise or fall for reasons that have nothing to do with price.
The real challenge is deciding which evidence to trust, how much weight to give it, and what it means for the price in front of you. Without a method for doing that, even a carefully considered pricing decision becomes at best an educated guess.
From Evidence to a Pricing Decision
The challenge of weighing conflicting evidence is the starting point for our research.
We’ve studied how to bring together four kinds of evidence: what the business needs to earn, what the market suggests customers may pay, how customers have already behaved, and what controlled tests can reveal. Where enough reliable data exists, statistical and AI analysis adds another layer of evidence.
That work is becoming Pricing Compass: our structured method for turning available evidence into a credible price range, specific prices worth considering, and clear next steps.
At its heart are two connected parts. The Candidate Price Builder develops and compares possible prices. The Pricing Confidence Score assesses the strength of the evidence behind each one, identifies the assumptions that could change the answer, and indicates whether the next step is to act, investigate further, or run a controlled test.
Because every business begins with a different amount of evidence, the method adapts to three starting points.
No internal sales data yet?
No sales history does not mean no useful evidence. The analysis begins with your commercial goal, costs, capacity, required margin, competitors and alternatives, positioning, customer research and early market tests. Together, these can establish an economic floor, define a credible market range and identify the assumptions that most need to be tested.
Some sales data to work with?
A modest sales history adds evidence from customer activity. Prices paid, discounts, margins, quote conversion, and customer groups can reveal what appears to be working, where profit is leaking and which pricing changes are worth investigating. That provides a stronger basis for deciding whether to hold the current price, change it or test an alternative.
Swimming in data?
Where sufficient clean transaction data exists, the analysis can go deeper. Statistical and AI-assisted modelling can examine how price, demand and profit move together, compare different products and customer groups, and uncover patterns or testing opportunities that standard reports may overlook.
How The Pricing Compass Works
Pricing Compass will first launch as a done-for-you pricing analysis. You bring us a real pricing decision and the information available. We carry out the research, calculations and modelling, then deliver a written recommendation showing which prices are worth considering, what each could mean financially, how strongly the evidence supports them and what to do next.
A self-guided version is planned to follow for business owners who prefer to apply the same method themselves.
Every analysis follows five stages, adapted to your business and the evidence available.
Define the Pricing Decision
We begin with the decision you actually need to make. We clarify what you are pricing, who it is for, what you want the price to achieve and any commercial constraints that could affect the answer. This gives the analysis a specific goal rather than treating pricing as an abstract exercise.
Establish the Economic Floor
We calculate what the offer needs to earn after accounting for its costs, delivery requirements, relevant overheads and your profit goal. This establishes the minimum price that can work commercially and rules out options that might generate sales without producing an acceptable return.
Establish the Credible Market Range
We examine comparable offers, the alternatives available to customers, your positioning and any available evidence about customer value and willingness to pay. The purpose is not to copy competitors. It is to identify the range customers are likely to consider credible and determine where your offer could reasonably sit within or beyond it.
Build and Assess the Candidate Prices
Using the Candidate Price Builder, we combine economics and market range with any available customer or sales evidence to develop a small set of specific prices worth considering. When reliable data exists, statistical and AI-assisted models can examine relationships between price, demand, and profit that simpler analysis might miss. We compare what each could mean for margin, required sales volume and profit under clearly stated assumptions. The Pricing Confidence Score then assesses how strongly each option is supported and shows where the answer still depends on assumptions.
Make the Decision and Know What Comes Next
We recommend whether to set, hold, change or test the price, explain the reasoning and provide a plan for what to do next. Where uncertainty remains, we turn the most important assumptions into practical tests, define what to measure, and explain how the results should affect the decision. Those results then become new evidence for refining the price over time.
The Pricing Compass Is For You If ...
You’re planning a business and need to know whether your idea can be priced profitably.
You’re launching a new product or service and need to decide what to charge.
You’re growing an existing business and want to increase profit through smarter pricing.
You’re considering a price change and want evidence before acting.
You’re tired of guessing and want a stronger basis for your pricing.
The Pricing Compass Is For You If ...
You’re planning a business and need to know whether your idea can be priced profitably.
You’re launching a new product or service and need to decide what to charge.
You’re growing an existing business and want to increase profit through smarter pricing.
You’re considering a price change and want evidence before acting.
You’re tired of guessing and want a stronger basis for your pricing.
Why Join Early?
The Pricing Compass is still being built. Join the free early access list today, and you’ll receive more than a notification when it launches.
Be First to Access It and Pay Less
Receive priority access before the public release and be guaranteed the lowest price available at launch.
Get New Pricing Insights As We Discover Them
Receive practical findings on what influences demand, margins, willingness to pay and pricing confidence. Use these insights to challenge assumptions, uncover possible missed profit and make better pricing decisions before The Pricing Compass is released.
Start Using The System Before Launch
Get selected previews of the Candidate Price Builder and Pricing Confidence Score, decision frameworks and practical tools as they are developed. Use them to assess a current or proposed price, identify gaps in your evidence and decide what to investigate or test next.
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Joining costs nothing. You’ll receive priority access when The Pricing Compass is ready, be among the first to use it and be guaranteed the lowest price available at launch.
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