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Commercial strategies that create customer value
The right pricing, packaging and promotional strategy is one of the most powerful levers for growth. Yet many organisations struggle to position their products effectively, communicate value to audiences or adapt pricing models to meet customer demand.
At FT Strategies, we help organisations design pricing, packaging and promotion strategies that maximise value. Drawing on the Financial Times’ experience of subscription growth and commercial innovation, we combine data-led insight with behavioural and market analysis to define the right commercial architecture for every stage of growth.
Our services include pricing and elasticity modelling, packaging design, promotional testing and lifecycle management. Whether you are launching a new product, refining an existing offer or seeking to improve conversion and retention, we help you build commercial strategies that create value for both audiences and your business.
PROJECTS
Pricing Strategy and Value Optimisation
Design and implement pricing models that reflect customer value and maximise revenue potential.
- Market and customer analysis to understand price sensitivity and perceived value.
- Elasticity modelling to inform pricing tiers, product bundles and premium offers.
- Value-based pricing frameworks aligned with customer needs and behaviours.
- Benchmarking against industry peers to identify competitive opportunities.
- Roadmap for pricing evolution to support sustainable growth.
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Packaging Design and Proposition Development
Build compelling product and content packages that align with audience needs and commercial goals.
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Proposition development to define clear customer benefits and differentiators.
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Package design and testing to balance simplicity, value and scalability.
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Analysis of product usage data to refine bundle composition and hierarchy.
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Collaboration frameworks between product, marketing and commercial teams.
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Roadmap for continuous improvement based on audience feedback and performance.
Promotions and Lifecycle Management
Use targeted offers and lifecycle strategies to acquire, convert and retain high-value customers.
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Promotion and discount strategy aligned to customer segments and business goals.
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Testing and evaluation of offer types, timing and messaging.
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Campaign performance tracking to optimise impact and return on investment.
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Lifecycle planning to coordinate acquisition, renewal and upsell activity.
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Roadmap for embedding test-and-learn practices across marketing and sales teams.
OUR EXPERTS
Director
Adriana is a Director at FT Strategies. She has over 25 years experience in media and telecoms consulting, especially in the areas of M&A, opportunity assessment, and product strategy.
Director
George has over a decade of experience in strategy consulting and in-house advisory. Leading strategy development, service design and digital transformation teams, he has advised senior leadership across both the public and private sectors.
He has an ACII and a Masters from the London School of Economics.
Director
Lisa has over 25 years of experience in print-to-digital transformation, most notably at the Financial Times where she led newsroom operations, was an Assistant Editor and Managing Editor, Associate Editor and Head of Operations for FT.com. She led group-wide digital transformation projects at both of South Africa’s biggest publishers, Tiso Blackstar (now Arena Holdings) and Naspers’s 24.com.
Lisa is a former Vice President of the World Association of News Publishers, advisor and coach with Women in News, a board member of the World Editors Forum, Leader in Residence at the University of Lancashire and a mentor with the Journalism Innovation Leaders faculty.
Senior Manager
Lettie is a Senior Manager at FT Strategies. She has over 10 years of experience in management consulting and in-house strategy, with previous roles at L.E.K. Consulting and Bulb Energy. She has worked across consumer and media industries, helping companies achieve their growth ambitions, enter into new markets and launch new products and services.
OUR IMPACT
Redesigning a digital membership value proposition for Adweek
Adweek, one of the most recognised names in media and marketing, faced a pivotal moment in its transformation. While its subscription model had delivered early success, the business needed to accelerate growth and redefine its role for a new generation of readers and advertisers.
FT Strategies partnered with Adweek on a four-month engagement to reimagine its membership proposition and chart a path toward long-term digital growth. Together we uncovered the most valuable customer segments, redesigned the B2C and B2B value propositions and built a clear roadmap for launch.
FEATURED INSIGHTS
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