Executive Summary

In collaboration with Festo SE, this project aims to develop a pricing and sales strategies, focusing on the DACH region, for CONFIGON CORE, a SaaS-based 3D product configuration tool integrated with CADENAS. The project involves a comprehensive competitive analysis, industry interviews, and secondary research to inform strategic recommendations. 

Goal

The project aims to understand CONFIGON CORE´s USP and market position, conduct a detailed market analysis, identify target market segments and develop a concrete pricing and sales strategy. 

Methodology

Our research combined secondary and primary methods. Secondary research involved reviewing academic and industry sources on SaaS business models, sales strategies, and pricing approaches. Primary research included interviews with internal stakeholders and competitors, as well as utilizing the Van Westendorp Price Sensitivity Meter to determine acceptable price ranges. 

Results

Our analysis revealed a competitive landscape with six direct competitors (Tacton, Encoway, Camos, Revalize, 4Pace, Epicor CPQ) and four indirect competitors (Elfsquad, WooCommerce, Dassault Systèmes, traditional configuration services). End customers prioritize usability, visualization, speed, and self-service, while clients focus on cost, flexibility, integrations, and standalone sales channel capabilities.

To address these findings, we recommend implementing a flexible pricing model with tiered options to cater to both SMEs and large enterprises, including usage-based pricing for cost-sensitive clients. Offering an affordable pilot program can reduce adoption hesitancy, while modular add-ons provide opportunities to diversify revenue streams. Simplifying implementation costs with a transparent fee structure and optional training workshops can enhance client onboarding. Encouraging long-term client relationships through bundled discounts and loyalty incentives, and optimizing sales channels with a multi-channel approach, including joint marketing efforts with CADENAS and unified messaging, will help position CONFIGON CORE effectively within the DACH region. These strategies are designed to address industry-specific challenges, drive adoption, and achieve sustainable market growth.

Conclusion

By aligning pricing models with SME IT budget trends and optimizing sales channels, CONFIGON CORE can achieve a sustainable market breakthrough in the DACH region. The strategic recommendations provided aim to position CONFIGON CORE effectively, addressing industry-specific challenges and driving long-term growth.

Cooperation Partner

• FESTO SE & Co. KG
  Ruiter Straße 82
  Esslingen, Germany
  Festo.com

Contact Person

• Jacob Decker
  Jacob.decker@festo.com

Student Team

• Dvořáček Filip
  Magyary-Kossa Stephan
  Stolberg-Stolberg Mathias Leopold
  Veljkovic Tijana
  Winklmayr Tobias Jakob

Project Manager

• Caroline Fabian, M.Sc. (LSE), M.Sc. (Eng.)