Hello, I'm looking for advice on pricing strategy for an early-stage company that has a B2B2C and D2C option. In other words, we have an offering that we sell to companies to offer as an employee benefit, but we also have the same offering that's available for purchase directly by consumers.
I'm familiar with pricing architecture and analyses, including value-based pricing, monadic analysis, conjoint analysis, and the Van Westendrop analysis. But my main concern is around not upsetting B2B partners by offering a D2C option at a lower, more consumer-friendly price point. Do companies in this position typically vary the features offered or is it possible to offer the same product at different price points to these respective audiences?
For background, we started D2C, but then moved into B2B2C where we've gotten a good amount of traction. And now, we'd like to revisit a D2C offering. Our product is a digital product, so it would be possible to vary the features offered to different segments.
Also as a bonus question: is anyone familiar with software for conducting a conjoint analysis that doesn't cost thousands of dollars?