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Early product proposition and determining price

Hello again fellow IndieHackers,

Last time I asked about how to pre-sell (https://www.indiehackers.com/post/how-do-you-pre-sell-when-learning-about-customers-1562fab269), and I got a lot of valuable advise. Part of the advice was: go and learn. We’ve made progress since then, and I have two new questions..

So by now we (I’m part of a team) have done customer learning interviews with 9 real estate developers, and we’ll do another 6. We’ve gotten these from about 70 cold leads. From these 9 already, 6 have expressed serious interest (at the end of the conversation, we pitched). The pitch includes the fact that a monthly fee could be connected to usage.

Our planned next step is to achieve economical validation. Developing the product as a standalone tool will take a few months at the least, which is a risk we are not willing to take. So on the short-term, we want to make a proposition that will give us cash flow, and also already provides sufficient value to the customer.

That leads to my first question:

  1. What type of proposition is reasonable for these types of early customers?

Fortunately real estate is relatively capital intensive, and one valuable lead can justify a few thousand Euro’s easily (and they know this). We are thinking about a concierge method where we use the tool to find leads ourselves, and then present those leads (we agree on a number of leads per customer per month). However, are there other ‘tricks’ available to make the offer seem more attractive? Offer money-back, discounts?

Secondly:
2. How do you determine the right price?

I’ve looked into the Van Westendorp Price Sensitivity Meter (https://en.wikipedia.org/wiki/Van_Westendorp's_Price_Sensitivity_Meter). We are thinking of a monthly fee, and a success fee (once transactions on certain plots are made). We currently have one reference figure, fortunately in the range where we want to propose. Another option would be to test the grounds with one of those ‘warm’ leads - or to have an open conversation about it.

What would you do?

Looking forward to the responses, much appreciated!

Cheers,

Glenn

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