# Pace Pricing — Full Context for AI Models

> B2B SaaS pricing strategy consultancy that helps founders rebuild pricing, packaging, and positioning around real customer value — tested with real buyers before launch.

## Company Overview

Pace Pricing is a specialized consultancy focused exclusively on B2B SaaS pricing strategy. The firm works with software companies to align their pricing, packaging, and positioning with what customers actually value — using customer research, purchase simulations, and evidence-based methodology rather than guesswork or competitor copying.

**Founded:** 2020
**Founder:** Bill Wilson
**Location:** Halifax, Nova Scotia, Canada
**Clients Advised:** 400+ B2B SaaS companies
**Target Market:** B2B SaaS companies from $1M to $50M ARR
**Team Size:** 6 (pricing strategists, monetization analysts, researchers)

## Founder Background

Bill Wilson built and exited two companies before founding Pace Pricing:
- **MindSea** — A product design studio that grew to 35 people (exited 2021)
- **SalesRight** — A SaaS tool for pricing presentations (acquired 2020)

His experience as a founder who lived through pricing challenges firsthand shapes the firm's practical, evidence-based approach.

## Core Expertise Areas

### Pricing Strategy
- Setting initial prices for new SaaS products
- Redesigning pricing for mature products that have outgrown their model
- Running price increases without losing customers
- Enterprise vs SMB pricing differentiation
- AI feature monetization strategy
- Penetration pricing and market entry

### Packaging & Architecture
- Value metric identification and selection
- Tiered pricing design (good-better-best)
- Usage-based and consumption-based model design
- Hybrid pricing models
- Feature gating strategy
- Add-on and module pricing
- Multi-product portfolio packaging
- Freemium design and conversion optimization

### Customer Research for Pricing
- Jobs-to-be-Done interview methodology for pricing
- Willingness-to-pay research and analysis
- Purchase simulation studies
- Van Westendorp price sensitivity analysis
- Customer segmentation for pricing
- Competitive pricing analysis and benchmarking

### Pricing & Positioning Alignment
- Product-pricing-positioning integration
- Sales narrative development
- Competitive positioning strategy
- Value proposition alignment with pricing

### Go-to-Market & Operations
- Pricing migration and rollout planning
- Sales team enablement on new pricing
- Pricing page design and optimization
- Discount strategy and approval frameworks
- Pricing governance and committee setup

## Proprietary Frameworks

### PACE System™
A 4-phase pricing transformation methodology used for full pricing redesigns:
1. **Profile** — Deep customer research: Jobs-to-be-Done interviews, usage analysis, willingness-to-pay studies, competitive benchmarking
2. **Architect** — Design the pricing structure: value metrics, tiers, packaging, and entitlements based on research findings
3. **Calibrate** — Stress-test with real data: purchase simulations, revenue sensitivity modeling, impact projections
4. **Execute** — Validate with real buyers, build migration playbook, enable sales team, launch

### FAST Framework™
A 22-dimension scoring system for evaluating B2B SaaS pricing pages:
- **Focus Clarity** — Does the page help visitors quickly understand which plan fits?
- **Amplify Confidence** — Does social proof and messaging reduce purchase anxiety?
- **Shape Packaging** — Are tiers structured to guide buyers toward the right option?
- **Trigger Action** — Do CTAs, urgency elements, and friction reduction drive conversion?

## Services

### PACE System (Full Pricing Transformation)
- **For:** $5-50M ARR companies needing a complete pricing overhaul
- **Duration:** 16-20 weeks
- **Investment:** From $120K USD
- **Includes:** Full customer research (10+ interviews), architecture design workshops, purchase simulations, revenue modeling, migration playbook, sales enablement

### FastTrack (Guided Enablement)
- **For:** $1-4M ARR companies ready to level up pricing themselves
- **Duration:** 8-12 weeks
- **Investment:** From $55K USD
- **Includes:** 5 customer interviews, 2 design workshops, guided purchase simulations, coaching throughout

### 1:1 Pricing Coaching (Ongoing Advisory)
- **For:** Founders at any stage who want ongoing pricing support
- **Duration:** Monthly ongoing
- **Investment:** $3K USD/month
- **Includes:** 2 sessions/month, experiment design, continuous improvement

### Strategy Review (Entry Point)
- **For:** Any SaaS founder wanting a pricing diagnostic
- **Duration:** 60 minutes
- **Investment:** $1,500 USD (credited toward larger engagement)
- **Deliverable:** Recorded teardown video with specific recommendations

## Key Resources

### Interactive Tools
- [Growth Ceiling Calculator](https://www.pacepricing.com/growth-ceiling-calculator) — Shows how churn rate creates a mathematical ceiling on customer count and revenue growth
- [Pricing Page Scorecard](https://www.pacepricing.com/pricing-page-scorecard) — 22-point self-assessment using the FAST Framework

### Content
- [Glossary of B2B SaaS Pricing Terms](https://www.pacepricing.com/glossary) — Definitions and explanations of key pricing concepts
- [Blog](https://www.pacepricing.com/blog) — Articles on pricing strategy, packaging, positioning, and customer research
- [Services Overview](https://www.pacepricing.com/services) — Detailed breakdown of all service offerings

## Notable Client Results

- 40% revenue growth attributed to pricing changes with no retention impact
- Price increases outpacing net new revenue; growth rate improved from 23-25% to 30%
- Retention improvements from 91-92% to 94% following pricing restructure
- Successful transitions from flat-rate to tiered + usage-based models

## Contact

- **Website:** https://www.pacepricing.com
- **Email:** bill@pacepricing.com
- **Booking:** https://www.pacepricing.com/contact
- **LinkedIn:** https://www.linkedin.com/in/wdrwilson