A competitor raises prices 20%. Follow, hold or reposition?
A head of product at a B2B project-management tool, three plans from €29 to €149 a month, learns that a key competitor has raised its prices by 20%. The decision is this week.
A realistic scenario, not a customer story. What Market Sonar does for a SaaS · All use cases
The situation
Six competitors lived in a shared spreadsheet, updated once a month at best. By the time anyone noticed a change, the window to react had closed. Nothing compared plans feature by feature, or showed which segments a change touched.
The sources switched on
- Offers
- The six competitors' pricing and features pages, each checked on the schedule set for it.
- Website
- Their company pages and blogs, with screenshots compared version to version.
- Social
- Their LinkedIn accounts.
- Reviews & listings
- Their Trustpilot reviews.
- Hiring
- Their LinkedIn job posts, read daily: when a rival that rarely hires opens a role, you know the same day.
What the briefing surfaced
Full dossier, March · ordered by Trustpilot ratingMarch briefing · your decisions
Your Team plan sits 9% below the median of its lane, with the collaboration features 2 competitors in 6 offer.
Hold this gap, or take the margin?
ActHoldNot for us
| Pos | Movement since the last briefing | Business | Prices | ||
|---|---|---|---|---|---|
| 1 | 1Up 1 place | TallymarkRating 4.6 | +18%Above market | ||
| |||||
| 2 | Same place | Your businessYouRating 4.5 | −9%Below market | ||
No change observed. | |||||
| 3 | 1Down 1 place | NorthlaneRating 4.4 | 0%At market | ||
| |||||
| 4 | Same place | KanboRating 4.1 | −21%Below market | ||
No change observed. | |||||
Example: invented businesses and figures. The full dossier puts the raise under Tallymark's own row, dated, and the hiring push beneath it.
Where it was worked: Offers
In Offers, the raise moved the median of the mid-tier lane. Collaboration features are offered by 2 of 6 competitors, and the plans that include them sit about 25% above the rest.
Your Team plan includes those features and still sat below the median of its lane. The hiring push at Tallymark said the raise was meant to fund sales, not to leave the segment.
Your Team plan against the median of its lane, after the raise.
Tallymark Business | €96 |
Northlane Pro | €89 |
You Team | €79 |
Example: invented plans and prices.
The decision
Raise the Team plan by 12%: still under the market median, and in line with a stronger feature set.
Two weeks later a second competitor raised its prices. The change arrived in the morning briefing the same day, and the April briefing showed where the Team plan then stood.
Your market, in a two-minute briefing.
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