Pricing
The contract indexes to CPI. Two thirds of your costs are wages.
Index-linked pricing feels like inflation protection. Whether it actually is depends on how closely the index resembles your cost base, and usually it doesn't.
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Pricing
Two accounts bill £40,000. One of them earns nothing.
Revenue per customer is measured everywhere. Cost to serve is measured almost nowhere, and the spread between customers is usually…
Marketing
The cheapest channel converts at 14%. It didn’t create the demand.
Ranking channels by cost per acquisition reliably promotes the ones that harvest demand and demotes the ones that create it,…
Pricing
The scope changed eleven times. The price changed once.
Delivered margin rarely matches quoted margin, and the gap is usually built from small reasonable decisions made by the person…
Leadership
Every price over £25,000 crosses the owner’s desk. That’s the discount.
A business that runs fine while the owner is on holiday can still be priced as owner-dependent: the test a…
Operations
The hire starts in April. Net capacity falls until August.
Hiring plans assume new people add capacity from day one. For several months they subtract it, and almost nobody models…
Pricing
Two of your three tiers exist to sell the third. It’s the one nobody costed.
Good-better-best pricing reliably funnels buyers into the middle option, usually the tier assembled last, from leftovers, and priced by feel.
Operations
The contract caps your liability at £2m. Your subcontractor’s cap is £25,000.
Risk flows down a chain of contracts, and it almost never flows all the way. The gap it leaves behind…
Growth strategy
Not one customer left. Revenue fell 9%.
Churn dashboards count departures. The more expensive loss is the customer who stays, spends less each year, and never triggers…
Pricing
The quote is valid for 90 days. The customer signs on day 88.
Every quote with a validity period is an option written for free, and the ones exercised last are rarely the…
Take it further
This is the general pattern. Your business is the specific case.
Everything here is free to read with an account, and always will be. What it cannot do is tell you which of these applies to your numbers, your market and your constraints. That is the work we do with clients.