Decision · Pricing & Packaging
TaskForge
Pricing optimization for a B2B project management platform
3-tier analysis
n = 600 · B2B buyers
IT & Ops decision-makers
Executive summary
TaskForge's current pricing leaves an estimated $2.4M in annual revenue on the table. The Starter tier is underpriced by $3/seat, the Enterprise tier is overpriced by $7/seat (driving prospects to competitors), and the Professional tier suffers from unclear differentiation.
The recommended restructuring — raise Starter, clarify Professional, lower Enterprise with SSO included — would increase ARPU by 14% while improving Enterprise conversion by an estimated 8 percentage points.
Crucially, buyers don't think in features — they think in outcomes. Packaging should be reframed around team size and use case ("Individual → Team → Organization") rather than feature counts.
Willingness to pay — Van Westendorp analysis
Price sensitivity measured across 4 price thresholds per tier.
Optimal Price Point
$28–$34/seat/mo
Point of indifference — where 'too cheap' meets 'getting expensive'
Acceptable Range
$18–$45/seat/mo
Range between 'too cheap to trust' and 'too expensive to consider'
Revenue-Maximizing Price
$32/seat/mo
Highest revenue point accounting for conversion drop-off
Penetration Price
$22/seat/mo
Maximum adoption point — lowest price before quality concern
Tier-by-tier analysis
Starter
Features
8
Conversion
42%
Issue
Underpriced — leaving $3/seat on the table
Professional
Features
18
Conversion
35%
Issue
Feature overlap with Starter confuses buyers
Enterprise
Features
28
Conversion
18%
Issue
Overpriced for perceived value — should include SSO at base
What buyers said about pricing
"At $12 a seat, I actually questioned whether it was enterprise-grade. Cheap makes me nervous for business tools."
— IT Director, Consulting, 500 employees
"SSO should not be a $27/seat upcharge. That's a security feature, not a premium feature. It made me angry enough to look at alternatives."
— VP IT, SaaS, 1,200 employees
"$32 a seat feels about right for what this does. I'd pay that without hesitation if the packaging was clearer."
— Head of PMO, E-commerce, 300 employees
"I can't tell the difference between Professional and Enterprise. If I'm confused, imagine my procurement team."
— COO, Fintech, 200 employees
Recommendations
Raise Starter to $15/seat, rebrand as 'Team'
$12 signals low quality. $15 is within the acceptable range and increases Starter ARPU by 25% without meaningful conversion impact.
Clarify Professional with outcome-based packaging
Rename to 'Scale' and organize features around team collaboration use cases, not feature counts. Remove features that overlap with Starter.
Lower Enterprise to $48/seat, include SSO and audit log
SSO gating is the #1 complaint from enterprise buyers. Including it at base reduces friction and is expected to increase Enterprise conversion by 8pp.
Methodology
Sample
600 IT and operations decision-makers at companies with 50–5,000 employees who have purchased or evaluated project management software in the past 12 months. Recruited to match TaskForge's ICP.
Approach
15-minute AI-moderated depth interviews combining quantitative pricing methodologies (Van Westendorp four-point price sensitivity, feature-to-tier mapping, tier preference ranking) with qualitative exploration (open-ended probes on value perception, competitive price benchmarking, and emotional reactions to pricing signals). Each interview produces structured pricing data and verbatim transcripts.
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