Insights

Frameworks, field work, and the behavioral economics of pricing.

For operators and PE partners who want to find the revenue they are currently leaving on the table.

Start Here

The core thinking behind how we diagnose pricing problems and where the money usually hides.

The Profit Geometry Framework
The full system behind all 5 pricing plays and how they connect. Where we start every diagnostic.
Framework6 min read
Rewards as Switching Cost Architecture
Most loyalty programs hand out discounts and attract the wrong customers. This play builds accumulated value that grows over time and disappears the day someone cancels.
Retention5 min read
Pricing Strategy for PE Portfolio Companies
A 1% pricing improvement drives 8 to 11% operating profit lift. Why pricing is the highest leverage value creation lever and what a 100 day workstream looks like.
PE4 min read
Loss Aversion in Pricing
Why losing a rate feels worse than gaining a discount. The behavioral principle behind pricing lock, retention architecture, and churn defense.
Behavioral Economics5 min read
Pricing by Industry

Each vertical has its own pricing dynamics. These pages break down the specific architecture, common mistakes, and diagnostic metrics that matter in each one.

Car Wash Pricing
Membership architecture, breakeven frequency, and tier optimization for wash operators.
10 min
Fitness Pricing
Membership tiers, zombie member analysis, and revenue per member optimization.
9 min
Med Spa Pricing
Treatment pricing, membership design, and patient retention strategy.
7 min
Self Storage Pricing
Revenue management, ECRI strategy, and occupancy optimization.
5 min
HVAC & Home Services
Maintenance plan design, service pricing, and recurring revenue architecture.
5 min
Dental DSO Pricing
Fee schedule optimization and in-house membership design for dental service organizations.
5 min
Pest Control Pricing
Service plan architecture, route economics, and the shift from reactive pricing to recurring revenue.
5 min
Pricing Frameworks

The 5 pricing plays we run inside every diagnostic, plus the PE-specific case for treating pricing as a value creation lever.

Zombie Member Strategy
Identify, measure, and fix inactive members before the churn wave hits.
Churn5 min
Pricing Lock & Churn Defense
Every month a member stays, their locked rate gets more valuable. Cancelling means losing it forever.
Retention5 min
Premium Positioning
Turn structural throughput limitations into pricing power instead of apologizing for them.
Positioning3 min
Rewards as Switching Cost Architecture
Build accumulated value that grows over time and disappears the day someone cancels.
Retention5 min
The Costco Model
Access fee plus per-use pricing. 2 revenue streams, sunk cost commitment, and a different kind of member relationship.
Monetization5 min
PE Portfolio Pricing
The highest leverage profit lever in the value creation playbook, and the one most operating partners skip.
PE4 min

Wondering what a pricing diagnostic would find in your business?

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Behavioral Economics Glossary

The science behind how customers actually make pricing decisions. Plain English definitions, real world examples, and how each concept shows up in diagnostic work.

Loss AversionLosing hurts more than gaining feels good. Prospect TheoryPrices are evaluated relative to a reference point. Anchoring EffectThe first number changes every number after it. Endowment EffectPeople overvalue what they already own. Price ElasticityHow demand responds to price changes. Willingness to PayThe gap between what you charge and what they would pay. Weber-Fechner LawThe math behind price increase thresholds. Status Quo BiasPeople prefer to keep things the way they are. Decoy EffectA third option shifts selection toward the target. Sunk CostPast investment drives future retention.
FAQ

The questions operators and PE teams ask most often about pricing diagnostics, churn, membership architecture, and when to get help.

Frequently Asked Questions
How TMN works, what a diagnostic includes, pricing lock, zombie member rate, engagement pricing, and more.

Start with a conversation.

30 minutes. We will tell you if there is a pricing opportunity worth pursuing.

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