Pricing and packaging advisory for SaaS and AI companies, from early revenue through growth.
If your prices feel uncertain, your packages have become confusing, or AI has changed the economics of your product, I help you decide what to change, and give you a practical model to work from.
Primary offering
One focused engagement.
I bring a clear framework and pricing experience. You bring your understanding of how customers get value from your product. Together, we identify where and how to charge for that value, taking account of your market, sales approach, and delivery economics.
We use a structured process of design and collaborative iteration to shape what you charge for, how you package it, and how prices scale with customer usage or value. You leave with a recommended model, proposed price points or ranges, relevant allowances and limits, and worked examples.
Illustrative calculations show how the proposed changes could affect customer bills, revenue, and gross margin where the available data supports it. Assumptions and areas requiring further validation are clearly identified.
What to test first, how to approach existing customers, and which decisions and dependencies need resolving before launch. Your team leaves with a clear sequence of actions.
I work directly with your core decision owners to challenge assumptions, develop the pricing approach, and resolve the commercial trade-offs. We agree upfront who owns each decision and who has final approval.
Method
1
Establish commercial objectives and review current pricing, available data, and advisor input.
Output: Prioritised findings and initial actions.
2
Develop the recommended pricing and packaging approach.
Output: Pricing architecture and worked customer examples.
3
Work through trade-offs with the core decision owners, using indicative economics and explicit assumptions.
Output: Documented decisions and remaining validation requirements.
4
Set out testing, migration principles, dependencies, and responsibilities.
Output: A practical rollout roadmap.
Early value is visible: the diagnostic stage produces findings and initial actions before the full Blueprint is complete.
Scope and fees
From €8,900
For businesses establishing how customer value translates into packages and price.
Good for launching an initial offer, clarifying what customers should pay for, or replacing pricing that was set by instinct.
From €15,400
For businesses whose products, customers, and usage patterns have outgrown their original pricing.
Good for adding AI or usage charges, reshaping packages, and using commercial and usage data to understand how different customers would be affected.
From €22,600
For businesses managing interconnected pricing decisions across new offers and established revenue.
Good for aligning new packaging with legacy arrangements, comparing the implications for different customer cohorts, and defining distinct migration paths.
Every tier includes the complete Pricing Blueprint.
Your ARR establishes the starting tier. The number of core decision owners and the commercial complexity of the work may place your engagement in a higher tier. We agree the scope and fixed fee before work begins.
Ongoing support
Experienced pricing judgment, working alongside your team.
I work closely with your team as an ongoing sparring partner, helping turn pricing decisions into action and responding as new commercial questions arise. You get continuity across pricing, packaging, and monetisation, with someone who knows the context and will challenge the assumptions.
Other services
Decide where to raise prices, by how much, and how to introduce the change.
I assess your current prices and customer arrangements, identify where increases are justified, based on relevant customer cohorts. We establish proposed increases, exceptions, and a staged approach to testing and rollout.
You receive a price increase recommendation, indicative commercial impact, customer treatment principles, and a rollout plan covering sequencing, communication priorities, and what to monitor.
Assess → Recommend → Plan Roll Out
Discuss a price increase →Commercial judgment for a deal that matters.
I review the opportunity, proposed pricing, commercial terms, and negotiation position. Working directly with the person accountable for the deal, I help clarify the trade-offs and establish a commercially sound path forward.
You receive a recommended deal structure, negotiation priorities, and clear boundaries for concessions and approvals.
Review → Structure → Prepare
Discuss a deal →Questions
Core decision owners own the pricing decisions in their remit and participate directly in the engagement. One named final decision owner resolves trade-offs and approves the overall direction. Advisors contribute evidence and expertise.
Timing depends on the scope, the availability of usable data, and how quickly the core decision owners can review and resolve the key questions. We agree an expected schedule before work begins. You receive findings and initial actions during the diagnostic stage, so you can begin using the work before the full Blueprint is complete.
The engagement is complete when the agreed pricing architecture, worked examples, assumptions, and rollout roadmap have been delivered.
Yes. Through an engagement, I can work alongside your team to turn the recommendations into action, resolve commercial questions, and adapt the approach as needed. We agree implementation responsibilities upfront. This support is separate from the Pricing Blueprint.
We agree the required information upfront. You provide usable, sufficiently complete data in an agreed format. If substantial data reconstruction or reconciliation is needed, we discuss its effect on scope before proceeding.
SaaS and AI businesses, from early revenue through growth, that need experienced pricing judgment without a dedicated internal pricing team.
The Pricing Blueprint is generally not the right fit for businesses with an established pricing team, high-ticket low-volume businesses with long sales cycles, agencies, consultancies, ecommerce, or physical-product businesses. Deal Desk Advisory is a separate service and is assessed deal by deal.
About
I'm Ron Kugler. For over 25 years I've worked inside pricing and monetisation at SaaS companies - venture-backed, PE-owned, and public. I work with founders and CFOs on the parts of pricing where judgment matters more than the model, and the numbers still need to make sense to both sides of the table.
Much of that time was spent in pricing and Deal Desk roles, in the room when deals closed or fell apart. That experience informs each service, but each service stands on its own.
Based in Ireland
Independent pricing and monetisation advisory.
Get in touch
Whether you're rethinking your pricing, planning an increase, or working through a significant deal, start with the commercial decision you need to make.