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Creating differentiation and enhanced client value in a crowded market

October 2024

Pricing and Commercial Strategy

What was achieved

A Detailed Evaluation of Coachmate’s Current Pricing Strategy and its impact in the market.
Alacria undertook a detailed global review of Coachmate’s known competitors, identifying several others, to:
1. evaluate how the company’s existing pricing strategy could assist its growth objectives beyond revenue generation
2. understand product development and expansion opportunities, and the ability of these to enhance value for clients and impact price
3. inform development of the pricing and commercial models

Design of a new, differentiated strategy to strongly position Coachmate in its target growth markets.
Clear recommendation was made on both pricing and product structure. It became clear that a different approach to the product offering, particularly content creation, was required to both improve the value proposition to clients and increase the engagement of users. A model was developed to achieve this, providing a simple approach for both Coachmate’s sales teams and its clients.

A commercial model was developed that recognised the differences in client scale and capability and the role these would play in the success of commercial sales.
Evaluation of current models in market was undertaken and a revenue share model which rewards both Coachmate and its clients was designed, including recommendations for pricing, sales approach and growing the audience and impressions.

The challenge

Coachmate, is an innovative sports tech platform which uses content to enhance the experience of sports coaches and participants.
Coachmate needed to develop pricing and commercial models for its platform as it begins to scale beyond the NZ market.
This included a pricing model designed to enhance the value proposition to sports bodies, where the platform is considered to be a value creator for sports, growing participation and engagement, rather than a cost centre.
In addition, a sponsorship model was required to monetise the substantial traffic on the platform and provide a return for both Coachmate and its clients.

How we helped

Undertook a detailed market analysis

A detailed evaluation of the market was undertaken, identifying product development priorities, in a highly competitive market, to create product differentiations and client value.

Evaluated pricing models and developed a clear recommendation

After developing and evaluating multiple models, a clear preferred pricing model emerged which was simple and affordable for clients, whilst meeting Coachmate’s financial needs.

Developed a sponsorship model to grow non-subscription revenue

A sponsorship model was developed that provided a pathway to growing non-subscription revenue sources for both Coachmate and its clients, monetising both active engagement and data.

Our impact

alacria have worked to delivery great outcomes for their clients

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What was achieved

The challenge

How we helped

Our impact

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