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ChurchillTerry
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Expertise

Pricing & Market Analysis

Customer- and cost-informed pricing, margin analysis, and market sizing to find hidden profit and where to capture it.

Overview

Pricing is the fastest lever in most businesses and the least examined. Prices get set once, at founding, and then adjusted by inflation and nerve. Meanwhile costs move, customers segment, and some of the work being sold is quietly losing money.

ChurchillTerry looks at pricing where it actually lives — in the margin by customer, product and job — and pairs that with the market analysis needed to know what a price change will do to demand.

Strategy

What we do

Margin analysis
True profitability by product, service line, customer and job, including the overhead most owners never allocate.
Pricing structure
Evaluating pricing models — hourly, fixed, tiered, retainer, value-based — and what each does to margin and behaviour.
Market analysis
Market sizing, segmentation and competitive pricing context to ground the decision in evidence.
Price change modelling
Modelling volume sensitivity so you can see what you can afford to lose and still be better off.
Discount and concession discipline
Understanding what is given away in negotiation and putting guardrails around it.
Rollout support
Sequencing, communication and the commercial arguments your team needs to hold the new price.

Engagement

Typical engagement models

  • Pricing projectA defined analysis and set of recommendations with the supporting model.
  • Market studySizing and segmentation for a new market, product or acquisition.
  • Ongoing reviewPeriodic margin and pricing review as part of retained advisory support.

(Engagement scope, hours, and pricing are defined in the Statement of Work.)

Our approach

Our approach — three focused phases

  1. Phase 1

    Measure

    Establish real margin by segment, which usually requires cleaning up how costs are captured and allocated.

  2. Phase 2

    Analyse

    Test price sensitivity, competitive position and customer value, and identify where margin is being given away.

  3. Phase 3

    Decide and roll out

    Agree the structure and the sequence, model the downside, and support the team through the conversations.

Fit

Who this is for

  • Companies whose revenue is growing while margin is not.
  • Businesses that have not raised prices in years and fear what happens if they do.
  • Owners entering a new market or launching a line and needing a defensible starting price.

FAQ

Here’s the Facts

Will we lose customers?
Some, usually the least profitable. The point of the modelling is to know in advance how many you can lose and still be ahead.
Do we need perfect cost data first?
No, but you need honest cost data. Part of the work is usually getting cost capture to a state where margin can be trusted.
Is this only for product businesses?
No. Service firms and professional partnerships often have the most to gain, because their pricing is the least examined.

Strategy

More Strategy services

Contact Us

Get the Support You Need

Tell us where your company is in its lifecycle and what’s keeping you up at night. One of us will run point and come back with a clear plan.

I need help with

Confidential. We’ll respond within one business day.

Located in Dallas-Fort Worth, TX

5068 W Plano Pkwy Ste 202
Plano, TX 75068

972-361-0110