Needs more than a quick edit7 of 12 checks passed
Incorrect MRR total and median WTP values would require a PM to re‑verify the numbers before using the proposal, so not ready with quick edit alone.
Output
Pricing and packaging proposal
Recommendation: Don't move everyone to $19. Price by segment, and keep freelancers at $15. A single $19 price fits none of the segments well. It is too high for freelancers, who are already churning and losing to free tools, and far too low for agencies, who will pay more and use the most features.
What the data says
- Freelancers are most of our accounts but little of our revenue. They are 81 of the 150 sampled accounts but only $1,215 of $11,670 MRR (10%). A move to $19 adds about $324 MRR here. Meanwhile 38% of paying freelancers cancel in their second month, and 12 of 18 lost deals went to Google Docs and a free e-signature tool. In the survey, freelancers' median "getting expensive" price is about $15, and roughly one in six put it at $19 or higher. $19 puts them in the zone where they start shopping.
- Small agencies (2–10) can absorb more. Their second-month cancellation is 6% and trial conversion is 31%. Their median "getting expensive" price is about $37, and "too expensive" is about $50. $19 leaves most of that headroom unused.
- Agencies (11–50) are the most underpriced at $19. They show 0% second-month cancellation and 37% trial conversion. Their median "getting expensive" price is about $55, and "too expensive" is about $80. They use the features that justify a higher price: shared content library, approval workflows, and CRM sync.
- Price is a smaller loss driver than it looks. Only 4 of 12 lost freelancer deals raised a price objection. None of the 6 lost small-agency deals went to a free tool. Losses are mostly about competitors and "no decision," not price alone.
Proposed plans
| Plan | Price | Who it's for | What's included | Notes |
|---|---|---|---|---|
| Solo | $15/user/mo (unchanged) | Freelancers, 1 seat | Templates, proposals, e-signature | Keeps the funnel open against free tools |
| Team | $25/user/mo, 2–10 seats | Small agencies | Solo + shared content library, approval workflows | Still well under the survey's "getting expensive" median |
| Business | $32/user/mo, 11+ seats | Agencies, 11–50 seats | Team + CRM sync | Custom pricing above 50 seats |
Every plan keeps the 14-day free trial.
Existing customers
- Solo (freelancers): No change, no migration, no notice needed.
- Team: 60 days' written notice. Move to $20 at the January renewal, then $25 at the first renewal after July.
- Business: 60 days' notice. Move to $24 at the January renewal, then $32 at the first renewal after July.
- New customers: List prices from January.
The two-step migration caps the first-year increase at about 33% for Team and 60% for Business. Anyone who objects gets a conversation with sales before renewal, not an automatic downgrade.
Revenue (150-account sample: 778 seats, $11,670 MRR)
| Scenario | MRR | Change |
|---|---|---|
| Today | $11,670 | — |
| CEO plan: $19 flat, no churn | $14,782 | +27% |
| CEO plan: $19 flat, 15% of seats churn | $12,565 | +8% |
| Proposal, no churn | $21,741 | +86% |
| Proposal, 15% of Team and Business seats churn | $18,662 | +60% |
The 27% is simply $19 ÷ $15. It assumes no churn and no change in mix. The proposal's gain comes mostly from agencies, not freelancers.
Risks and what to validate first
- Survey data is stated preference. Willingness-to-pay surveys usually overstate what people will actually pay. The Team and Business numbers are plausible but unproven.
- The sample is small. It is 150 accounts, and the file doesn't show annual versus monthly billing, so I can't tell how many renewals each price change will hit.
- Business vs. Team gap. The gap is only $7. If Business customers mostly use shared library and approvals and rarely CRM sync, they may trade down.
- Freelancer conversion. If Solo stays at $15, the funnel is protected, but we give up the small freelancer upside. I'd accept that trade.
Before the January announcement: run a four-to-six-week test on new small-agency and agency trials at the Team and Business prices. Track trial conversion, second-month cancellation, and win rate against PandaDoc. If the test holds, announce the tiered plans. If conversion drops sharply, adjust Team first, since it has the most accounts.
Decision needed from Priya: approve tiered pricing in place of the flat $19, and approve the 4–6 week test on new trials.
Claims the judge couldn’t find in the brief
- Freelancers are 81 of the 150 sampled accounts, $1,215 of $11,670 MRR (10%).
- Small agencies median 'getting expensive' price is about $37.
- Agencies (11‑50) median 'getting expensive' price is about $55.
- Total MRR of the 150‑account sample is $11,670.
Grades and run details
Decision model 79 · LLM judge 54
Decision model checks
- failUses the supplied evidence correctly49%
- passAddresses the actual decision98%
- passRespects explicit constraints28%
- passIdentifies material uncertainty97%
- partialAvoids unsupported claims52%
- passProduces the required deliverable66%
- passSees who's underpriced64%
- passAnswers the CEO's flat rise100%
- passEach tier for a different buyer91%
- failGets the base of every number right73%
- passPriced on willingness to pay70%
- passMoves existing customers fairly97%
Run
- Run
- #1
- API response time
- 51 s
- Submitted
- 8 Oct 2026