SOHOshop.pl is among the SaaS businesses revolutionizing B2B e-commerce, transforming how producers and distributors develop their sales strategies. Founded in 2007, SOHOshop specializes in providing cost-effective and rapid deployment of advanced B2B platforms, tailored to the specific business model of each client.
With the capability to launch a modern sales operation within just two months, SOHOshop empowers businesses to start generating a return on their B2B system investment faster than ever before. SOHOshop's cost-effective solutions help clients manage operational costs, ensuring profitability and scalability. The statistics speak for themselves - SOHOshop reduces development costs by nine times, expedites system deployment six times faster, and triples customer retention, helping build loyal customers through high retention rates.
It was great working with the Valueships team to redefine SOHOshop’s strategic approach and witness our remarkable 25% MRR growth firsthand. The collaboration not only improved our revenue by fine-tuning our pricing – but also re-positioned SOHOshop as a transformative B2B e-commerce platform. I’m really proud of what we’ve achieved together. Valueships’ dedication to innovation makes them a standout partner. I’m thrilled to see where we go next. Truly, a fantastic team effort from both sides!
SOHOshop reached out to us after reading and listening to our content, asking for help in redefining their SaaS pricing strategy.
The core of their challenge was stagnation. Despite their innovative service model, growth was not accelerating and business performance had plateaued over the years. When we looked under the hood, we found three interconnected problems:
First, their acquisition channels were underdeveloped, relying heavily on basic commissions and referrals. Second, the way SOHOshop communicated its value proposition to the market was too generic - failing to highlight its distinct advantages or utilize a well-designed pricing page to clearly convey value and pricing. Third, their pricing was too low. Not just from a value-based pricing perspective, but even against basic competitive benchmarks—their prices were below a competitive price and risked eroding profit margin.
There was also a fundamental identity question that needed resolution. Was SOHOshop primarily a SaaS provider or a custom software development company? Market attractiveness and business valuation perspectives clearly favored the SaaS model, yet their operating model was still heavily reliant on software development man-day fees. This inconsistency required a clear SaaS positioning strategy before any pricing changes could stick. In this context, adopting a common SaaS pricing model such as per user pricing could help clarify their market position.
Additionally, while value-based pricing focuses on customer-perceived value, it is important to note that cost based pricing is a more traditional approach, where prices are set by adding a profit margin to production costs.
Our partnership with SOHOshop was defined by a straightforward yet ambitious goal: to improve overall revenue by at least 10%. Additionally, we aimed to generate more revenue and explore new revenue streams through strategic SaaS pricing.
But achieving this wasn’t just about hitting a numerical target. It required a comprehensive reevaluation of three critical areas: market positioning, value communication, and pricing. The question wasn’t just how to increase MRR - it was how to build the foundation that makes sustainable MRR growth possible.
Within just three months of starting our collaboration, we transformed SOHOshop’s market presence by grounding our work in a value based pricing approach and optimized their pricing strategy. We evaluated various saas pricing models, considering different pricing tiers and other pricing models to identify the best fit for their business and customers. Here’s how we did it.
Before touching pricing, we needed to clarify who SOHOshop was and how they communicated that to the market. We ran extensive workshops to identify SOHOshop’s value drivers, perfect customer profiles, and how the company actually impacts its client base. This included understanding potential customers and the value customers assign to the product, ensuring our messaging resonated with those most likely to benefit from SOHOshop.
The result was a complete repositioning. SOHOshop’s website was redesigned, shifting from presenting itself as “just a B2B platform” to positioning it as a transformative tool capable of boosting a company’s revenue by at least 27% and accelerating various business operations.
We created new value propositions tailored to different buyer personas within B2B-oriented companies, recognizing that decision-making differs significantly between stakeholders. We also handpicked real success stories to showcase how SOHOshop increases website traffic, boosts sales, and opens new doors for businesses - especially those transitioning from B2C to B2B.
This value proposition optimization was essential. We also gathered insights into how much customers are willing to pay for the platform, which informed our approach. Without this foundation, a price increase strategy would have had nothing to stand on.
Another critical aspect was to boost the confidence of SOHOshop’s leadership in the platform’s unique strengths and potential to stand out in the Polish market as a leading B2B e-commerce provider.
We got into the details of what their service actually brings to the table using economic value analysis. We quantified the benefits of adopting SOHOshop’s solutions—the cost savings, the revenue uplift, the time-to-market acceleration—and assessed the impact on customer lifetime value. This provided a solid, data-driven foundation for adjusting pricing strategies.
This is where value-based pricing strategy becomes tangible. When you can show a client that your platform delivers 27% revenue growth, the conversation about pricing changes fundamentally. You’re no longer justifying a cost—you’re pricing a fraction of the value you create, and customers pay more when they perceive higher value. Demonstrating this value not only supports premium pricing but also fosters customer loyalty by building trust and aligning your pricing with the customer’s success.
With the repositioning and value analysis in place, we planned and implemented the actual pricing changes, explicitly raising prices for certain customer segments. We introduced new rate cards for both subscription fees and development man-day rates.
The approach was surgical - we suggested price increases for some customer segments while keeping others steady, making sure the pricing matched the value delivered to each group. This is the key to how to raise SaaS prices without losing customers: you don’t apply a blanket increase, you align pricing to value on a segment-by-segment basis. When communicating these changes, we provided clear explanations and offered grandfathering options, which reduces churn risk by building trust and giving customers time to adapt.
This step was designed not only to meet our immediate revenue improvement objective. Higher prices can also support premium positioning and set the stage for SOHOshop’s sustainable, long-term growth by leveraging their unique market proposition.
Following our collaboration, the outcomes surpassed the initial 10% target by a wide margin:
The new pricing structure was developed after evaluating several models, including the per user pricing model, flat rate pricing model, and usage based pricing model. Tracking usage enabled better alignment of pricing with customer value and allowed for more accurate, automated billing processes. Freemium plans and a free plan were also considered to attract new users and encourage upgrades, though the final implementation focused on scalable paid tiers.
The shift in B2B SaaS pricing was substantial, but what made it stick was the repositioning that came before it. When your value proposition clearly communicates the ROI you deliver, customers understand why the pricing has changed. That’s why the MRR grew by 25% without damaging client relationships.
Perhaps the most important long-term result was the change in mindset. SOHOshop went from flat-lining growth rates to actively pursuing expansion with determination. Now that the team understands their value and has the pricing to match, they’re in a fundamentally different position as a business.
Our role as advisors was to guide and structure these changes – but the real heroes are the SOHOshop team members, who adopted these adjustments and turned them into a unique success story.
When developing an effective pricing strategy, SaaS companies must carefully evaluate a range of pricing models to find the best fit for their product, market, and customer base. The most common options include tiered pricing, usage-based pricing, flat-rate pricing, and value-based pricing.
Tiered pricing allows companies to offer multiple plans at different price points, each with a distinct set of features or service levels. This model helps address the diverse needs of various customer segments, making it easier for customers to select a plan that matches their requirements and budget. Usage-based pricing—sometimes called pay-as-you-go—charges customers according to how much they actually use the service, which can be especially attractive for businesses with fluctuating or unpredictable needs.
Flat-rate pricing offers a single, all-inclusive price for all customers, providing simplicity but sometimes lacking the flexibility to capture more value from larger or more demanding users. Value-based pricing focuses on setting prices according to the perceived value the product delivers to each customer, rather than just production costs or competitor pricing. This approach requires a deep understanding of customer data, market research, and the unique value proposition of the SaaS offering.
By analyzing customer needs, tracking usage patterns, and benchmarking against competitor pricing, SaaS companies can select the right pricing model to support customer acquisition, maximize perceived value, and drive sustainable growth. For SOHOshop, this meant moving beyond a one-size-fits-all approach and embracing a pricing structure that reflected the true value delivered to each segment of their customer base.
A SaaS company’s pricing strategy is a powerful lever for both customer acquisition and retention. The right pricing model not only attracts new customers by offering clear value and flexibility, but also helps retain existing customers by ensuring they feel they’re receiving a fair price for the benefits delivered.
Flexible pricing structures—such as tiered pricing, usage-based pricing, or value-based pricing—allow customers to choose the plan that best fits their needs and budget. This reduces barriers for new customers to get started, while also providing a path for existing customers to upgrade as their requirements grow. By aligning pricing with customer value and usage, SaaS companies can increase customer satisfaction and build long-term loyalty within their customer base.
Transparency is also key. When customers understand exactly what they’re paying for and how pricing relates to the value they receive, trust is strengthened and the risk of churn is reduced. For SOHOshop, implementing a pricing structure that prioritized customer needs and clearly communicated value helped not only to win new customers, but also to deepen relationships with existing ones—ultimately supporting both revenue growth and customer satisfaction.
Setting the right price for a SaaS product is rarely straightforward. SaaS companies often grapple with determining optimal price points, managing price increases, and staying competitive in a crowded market with many different pricing models. To overcome these challenges, a data-driven and customer-centric approach is essential.
Thorough market research and competitor pricing analysis provide valuable context for where your offering stands in the market. Gathering customer feedback helps identify what features and benefits customers truly value, and where they see the most return on investment. Segmenting customers and offering flexible options—such as tiered pricing or usage-based pricing—ensures that different customer segments can find a plan that fits their needs and willingness to pay.
When it comes to price increases or other pricing changes, transparency and clear communication are critical. Explaining the value proposition and the reasons behind pricing adjustments helps maintain customer trust and reduces the risk of churn. Additionally, tracking usage and analyzing customer behavior can reveal opportunities to refine the pricing strategy, optimize revenue, and improve customer satisfaction.
By continuously iterating on their pricing strategy and staying attuned to customer needs, SaaS companies can navigate the complexities of pricing, outperform competitors, and build a loyal, satisfied customer base.
+ 25% MRR Growth
+20% development fees for custom work
Revamp Value Communication
Shifting SOHOshop's positioning to highlighting outcomes and ROI
Conducting the Economic Value Analysis
Certified expert in price, revenue and margin management in B2B companies and e-commerce. Member of the prestigious Professional Pricing Society. At Valueships, he is responsible for the implementation of consulting projects and taking care of the profitability of clients. Prior to joining Valueships, he worked at McKinsey & Company in the area of pricing and strategy.
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Certified expert in price, revenue and margin management in B2B companies and e-commerce. Member of the prestigious Professional Pricing Society. At Valueships, he is responsible for the implementation of consulting projects and taking care of the profitability of clients. Prior to joining Valueships, he worked at McKinsey & Company in the area of pricing and strategy.
