PROPOSAL · No. 2026-11
FIXED SCOPE · FIXED FEE
I help B2B software companies charge what their product is worth.
Pricing and packaging for SaaS teams between Series A and C. Fixed scope, fixed fee, a written recommendation you can act on.
Ines Kaldor, Copenhagen
B2B SaaS, 20–200 people
Pricing, packaging and sales enablement
RECENT CLIENTS
Quillmere
Ostrand Freight
Halvard People
Peplow Analytics
Ferngate
Velmo Clinics
§01
SIGNS
01 / 07
Sounds familiar?
Three patterns I see in almost every B2B software company that hasn’t touched pricing since launch.
Discounts are doing your pricing
Reps give 30% off to close and nobody knows the real price any more.
One plan for very different customers
A 10-seat team and a 900-seat team pay the same per user.
Price page unchanged since launch
The product tripled in scope; the price didn’t move.
§02
ENGAGEMENTS
02 / 07
Three ways to work together
Fixed scope and a fixed fee for project work, or a monthly retainer if you want a sparring partner.
Repricing Sprint
New packaging and prices designed, tested with customers and handed to your team ready to ship.
- Everything in the Diagnostic
- New packaging and price page
- Migration plan for current customers
- Sales deck and discount rules
“You know it’s broken and want the fix shipped this quarter.”
New packaging and prices designed, tested with customers and handed to your team ready to ship.
- Everything in the Diagnostic
- New packaging and price page
- Migration plan for current customers
- Sales deck and discount rules
“You know it’s broken and want the fix shipped this quarter.”
Fees exclude VAT. Travel, if needed, is billed at cost.
§03
RESULTS
03 / 07
What changed for clients
Six engagements from the last three years, with the numbers each client measured afterwards.
BI software
·
2025
+18%
ARR in two quarters
Seats to usage, without the churn
Peplow moved from per-seat to usage-based pricing and grew ARR 18% in two quarters without losing a single customer.
Docs SaaS
·
2025
3 → 2
Plans, plus two add-ons
A price page sales stopped arguing with
Three overlapping plans became two plans and two add-ons, and the sales team stopped rewriting the price page on every call.
Logistics software
·
2024
+24%
Average revenue per account
Charging freight forwarders by shipment
Ostrand moved forwarders from a flat licence to a price per shipment that grows with their business.
HR SaaS
·
2024
€1.2M
ARR recovered in a year
Ending the 40% discount at quarter end
A monthly retainer helped Halvard cap discounts at 15% and recover €1.2M of ARR that used to leak out at quarter end.
Health scheduling
·
2026
+37%
ARPA on new deals
Packaging for clinics of every size
One plan for every clinic became three, from a €49 plan for a single room to a group plan for chains.
Legal tech
·
2026
72%
Would pay 2× today’s price
Proof the price was too low
A two-week diagnostic gave Ferngate the evidence it needed to raise its price by 35%.
§04
PROCESS
04 / 07
How a project runs
From first call to handover in as little as three weeks.
01
Intro call
30 MIN · FREE
We check fit and size the problem.
02
Proposal in 48 hours
48 HOURS
Scope, fee and dates in writing. No surprises.
03
The work
2–6 WEEKS
Weekly check-ins, interviews, data, drafts.
04
Readout and handover
90 MIN
A written recommendation and a 90-minute session with your team.
§05
ABOUT
05 / 07
Pricing is the fastest lever most software companies never pull.
I’ve spent twelve years helping software companies decide what to charge. Before going independent I was head of pricing at Halvard People, where I rebuilt the packaging and ran the deal desk, and before that I worked on strategy at Ostrand Freight.
Since 2022 I work on my own with B2B SaaS teams between Series A and C. I take on three clients at a time and write everything down, so your team can keep running the new pricing without me.
JONAS WELLER · CEO, PEPLOW ANALYTICS
§06
QUESTIONS
06 / 07
Questions before we talk
Do you work with companies outside SaaS?
Mostly not. I work with B2B software companies, and sometimes with marketplaces and fintech when the pricing problem looks like a SaaS one.
Can we start with a call before a proposal?
Yes. The intro call is 30 minutes and free. If we’re a fit, you get a written proposal within 48 hours.
Do you sign NDAs?
Yes, before the first data request. Your numbers stay between me and your team.
Do you implement the changes?
No. You get the recommendation, a migration plan and sales enablement, and your team ships the change. A retainer covers questions while you do.
How do you invoice?
50% at kickoff and 50% at the readout. Retainers are invoiced monthly in advance.
§07
NEXT STEP
07 / 07
Tell me where pricing hurts. I’ll tell you if I can help.
REPLIES WITHIN ONE WORKING DAY