VidMorph: Pricing Strategy for a SaaS Product

The case study focuses on VidMorph, a SaaS company in the video production software business. This fictional company needs a pricing strategy for its new video editing platform (also called VidMorph). It plans to choose between a subscription-based or usage-based model; to decide whether to offer a time-limited free trial or a freemium version with limited functionality, along with setting a usage-based paywall for a full-function paid version; and to determine the optimal subscription price that should be charged for the product, using the Van Westendorp Price Sensitivity Meter model to estimate customer willingness to pay. This case study can be distributed, read, and analyzed in a single 90-minute class period; see the Appropriate Uses section below for the special advantages of using it that way. The case can also be studied and discussed in the traditional way, with the students reading it before an in-class discussion.