Scaling Smart
about case
How Modular Pricing Opened New Markets for Wrkspot
As Wrkspot grew, our all-in-one pricing limited accessibility for smaller hotels and adjacent markets. I partnered with the CEO to design and launch the **Trinity Subscription Model** — a modular pricing and packaging strategy that made Wrkspot more flexible, scalable, and attractive to new segments.
Key Contributions:
01
Collaborated with CEO on pricing vision and tier design
02
Conducted 20+ user interviews to identify value drivers
03
Defined and named WrkOps, WrkShield, and WrkForce tiers
04
Built internal enablement kits and rollout materials
05
Supported pilot launches and iterated based on early results
The Challenge
Wrkspot's platform was optimized for enterprise clients. As we scaled:
Smaller clients were overwhelmed and priced out
Adjacent markets didn’t see product fit
Lack of modularity limited flexibility
Solution:
Unbundle Wrkspot’s platform into purpose-built subscription tiers that customers could purchase individually or bundle together based on their operational needs.
What We Set Out to Solve
Package Wrkspot’s offerings into intuitive, need-based tiers
Align pricing with smaller hotels and non-hospitality verticals
Enable sales with clear messaging and upgrade paths
Launch GTM strategy targeting underpenetrated markets
Discovery Highlights
1. Interviewed hotel owners, operators, and adjacent industry leaders
2. Reviewed sales objections and lead drop-off data
3. Benchmarked SaaS pricing strategies in hospitality and proptech
4. Identified value drivers across different customer segments
GTM Enablement
01
Aligned with Marketing on segment-specific messaging
02
Created enablement content (decks, one-pagers, charts)
03
Trained Sales on tier pitch, objection handling, and upgrades
04
Designed A/B-tested email campaigns and visuals
05
Supported pilot launches and collected early feedback
Key Metrics
Increased adoption among <50-room hotels
Higher conversion rates for small-to-mid-size leads
Monetization flexibility for light and heavy users
What We Delivered
Tier Architecture
API flags + backend toggles for separation
Sales Enablement
Full kit: decks, visuals, Loom explainers
Vertical Pilots
Boutique hotels + senior living facilities
Website Content
Persona-aligned copy + pricing visuals
Conversion Uplift
Early data showed uplift for WrkOps tier
Supporting Artifacts
Tier Pricing Matrix & Feature Breakdown
Messaging Frameworks per Tier
Loom Explainer Videos
Pilot Feedback & Iteration Roadmap
Sales/CS Enablement Kit
Suggested Web Copy by Persona
What Worked
1. Unified internal rollout with Sales, CS, and Marketing
2. Tiered messaging improved sales velocity
3. Research shaped pricing and product UX
What Could Be Improved
1. Add onboarding flows tailored by tier
2. Implement in-app upgrade path & plan selection
Personal Growth:
This project taught me how to translate strategic growth challenges into modular, research-backed product solutions that improve conversions, expand reach, and reduce churn.
Project Overview
The Problem & Objectives
Research & Execution Process
Results & Deliverables
Retrospective
