"Our Expectations Were Met" — Building a Pricing Strategy from Scratch
Maarten Laruelle How do you price a product when you have zero reference points? No competitor benchmarks. No historical data. No existing customer contracts to lean on.
That’s the situation Rafail and the team at Apollo Green Solutions found themselves in. They had a strong product — an AI-driven energy management platform — and a growing customer base. But pricing? That was still a blank page.
Starting from scratch
When there’s no pricing history, founders tend to do one of two things: copy a competitor or guess. Both are dangerous. Copying means you inherit someone else’s mistakes. Guessing means you’re leaving money on the table or pricing yourself out of deals without knowing which one.
Apollo Green needed a structured approach. One that was grounded in the value they deliver, not in what felt comfortable.
What a 6-week transformation looks like
In six weeks, we went from a blank page to a launch-ready pricing model. That’s not just picking a number — it’s understanding customer segments, mapping value drivers, building a packaging structure, and validating the whole thing with real market conversations.
Rafail’s takeaway? “Our expectations were met.” Not because the process was easy, but because it was structured. When you follow the method, the pricing stops being a gut-feel exercise and starts being a business decision.
The first pricing model is never the last
What matters isn’t getting it perfect on day one. It’s building a model you can iterate on. A pricing structure that gives you levers to pull — segments to target, tiers to adjust, metrics to refine.
Read the full story: Apollo Green Solutions case study
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