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‍“Our business is constantly evolving, and our packaging and pricing need to flex with it. With Willingness to Pay, we designed a packaging and pricing strategy to accommodate current customers and new markets.” ­

– Mike Hawkes, Director of Strategy at Monta

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1. 3 months for new packaging and pricing framework
2. 6 months for pricing redesign and validation
3. Company-wide alignment on Monta’s new pricing strategy

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About

Monta is a Danish Series B company with €130M in funding from investors like Energize Capital and GreenPoint. Active in 12 European markets and the United States, the company’s integrated software platform for electric vehicle (EV) charging management simplifies EV charging infrastructure set-up, use, and management for businesses, operators, and individual drivers.

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Situation: Expanding into new markets required a packaging and pricing transformation

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“As we steadily moved up market, we needed to evolve our packaging and pricing to meet our customers’ needs while propelling our market expansion further.”

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Monta had expanded its diverse customer base to 900 organizations and had started getting larger contracts with more enterprise customers. However, their four-tiered pricing and packaging structure needed to provide more flexibility to support their growth.

First, while their model scaled with customer size, it used single plans that didn’t align with the varying needs of different customer types. This limited Monta’s ability to effectively capture value from groups like multi-site operators, EV-charging providers, and software providers as they grow.

Second, their model needed a consistent way to introduce and test new features, and potentially expand them into new products or services to mirror market demand. This would enable Monta to ensure effective monetisation of their offering and avoid unnecessary complexity in the sales process.

Further, Monta’s teams were maturing at different speeds, and each had their own opinion about the company’s pricing strategy, making it difficult to build consensus.

The team was looking for expertise to help navigate these challenges and test different packaging and pricing options to ensure these plans don’t create more complexity down the line.

Monta needed to build a more expansive packaging and pricing framework that would scale with customer demand and the growing capabilities of their platform so they could capture customer value and expand into new markets.

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What we did: New product and pricing framework

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“Willingness to Pay’s data modeling simplified the complexities of our offering and the diverse needs of our customer personas. We are confident that our packaging and pricing redesign aligns with the evolution of our business.”

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We formed a core team of Monta C-suite stakeholders across product, operations, and legal to design a packaging and pricing framework that captured value across customer segments, types, and sizes. We guided a design process that allowed the group to evaluate different pricing structures that scaled with companies’ charge points and projected volumes to develop a packaging and pricing framework.

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The group also re-worked the packaging structure around core jobs to be done across the various customer types, and de-emphasized the focus on individual features. To address fluctuations in charge point volumes, we introduced a discount system for predicted volumes while recouping revenue through contract renewal clauses if projections were not met. This created a workable solution for Monta’s sales reps to close deals that took into account both current size while also accommodating customer growth.

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The new model also helps Monta avoid customizing pricing for individual use cases for large or non-typical clients as it tailors to the specific jobs-to-be-done of different ICPs.
The new pricing and packaging was validated via customer interviews prior to launching into sales. This reduced risk and ensured Monta’s sales teams had confidence in the new model prior to launch.

Outcome: 6-month launch for Monta’s new packaging and pricing

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“Willingness to Pay has become a trusted advisor, combining valuable best practices, experience, and a highly personal touch. We've established a solid foundation that positions us to move confidently into the implementation phase.”

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Through our partnership, here is a shortlist of Monta’s results:

1. 3 months for new packaging and pricing framework
2. 6 months for pricing redesign and validation
3. Company-wide alignment on Monta’s new pricing strategy

The packaging and pricing structure was completed in three months, and the pricing redesign and validation completed in six months with organization-wide alignment.

The new packaging framework captures value from all segments and the pricing model drives revenue across new and existing markets in a way that is seen as fair by all customers.

By involving internal stakeholders early in the design process and aligning the structure with customer value and growth trajectory, we helped Monta capture more revenue from large enterprise clients while reducing reliance on customized pricing for niche use cases. 

This positions Monta as a leader in EV charging management software capable of securing higher-value deals as it continues expanding into new markets.

‍PS: Stay tuned for updates on revenue impact as Monta completes a few sales cycles on the new pricing.‍