This is what a Decision Review looks like.
A real example question, reviewed by the Pricing & Growth Council. This is the format you receive after every review.
Should we raise our SaaS pricing from €29 to €49 per month to grow faster?
Executive summary
Raising the price from €29 to €49 is defensible but should not be a big-bang rollout. The Council sees clear growth potential and stronger market positioning, but warns about churn risk among small existing customers. Recommended path: a 60-day test of the new price for new signups only, while existing customers stay on a legacy plan.
Raise to €49 — but only for new customers first, grandfather existing €29 customers for 90 days, and publicly communicate the reasoning behind the change.
Confidence
8 of 10 agents support a controlled price increase. 2 warn against immediate rollout without data.
Consensus
- €29 is below the market average for comparable SaaS tools.
- Raising prices without new value evidence damages brand perception long-term.
- Existing customers must be treated differently than new ones.
- A time-limited test reduces risk and produces hard data.
Main disagreement
- Growth potential vs. short-term churn risk
- Immediate rollout vs. staggered test
- Communicate as premium upgrade vs. as routine adjustment
Risk matrix
| Risk | Probability | Impact | Mitigation |
|---|---|---|---|
| Higher churn among small existing customers | Medium | High | Grandfather existing customers |
| Competitors undercut the new price | Low | Medium | Strengthen packaging and value proof |
| Sales objections and longer sales cycles | Medium | Medium | Prepare objection scripts and value decks |
| Website conversion rate drops | High | Medium | A/B test the pricing page during rollout |
Key Council perspectives
Recommends a 60-day test only for new customers before any existing customers are migrated.
Demands hard cohort data on price elasticity before a final call — proposes €49 and €39 as two test tiers.
Questions whether pricing is even the right lever — suggests packaging tests first.
Warns about fairness — existing customers must be told clearly and early if their terms change.
Recommended action plan
- €49 as the standard price for new signups from day one.
- Keep existing customers on the €29 legacy plan for 90 days.
- Track conversion rate, churn and support tickets daily.
- Interview 10 customers who reject the new price.
- After 30 days: second Council review with real data.
What would change this recommendation?
If new-customer churn exceeds 8%, website conversion drops by more than 20%, or a competitor lowers their price — stop the test immediately and reassess pricing.
Open questions
- What exactly does the pricing structure of the three main competitors look like?
- Which features justify the higher price from the customer's perspective?
- Is there a middle tier (e.g. €39) that protects conversion better?
Sources, assumptions and uncertainties
Competitor pricing of four comparable SaaS tools (G2 data Q4 2025), average SaaS price elasticity (OpenView Pricing Report 2024), industry benchmarks for churn after price increases.
Current price €29, planned price €49, ~1,200 existing customers, growth +12% MoM over the last 6 months, current monthly churn 4%.
Existing customers are more price-sensitive than new ones, competitors will not lower prices during the test period, no major feature catch-up is imminent.
Concrete price elasticity in this exact niche, reaction of the top 5 existing customers, internal cost structure that would set a price floor.