A private equity investor was evaluating a property management software platform serving short-term rental operators. The diligence required primary evidence on three questions: the share of operators managing their business without third-party software, the platform's standing against competitors on satisfaction and value for money, and the annual price the market would support.
Azurite surveyed 300 software decision makers across the United States, Europe, and rest of world. The study combined a Van Westendorp price sensitivity analysis with measurement of vendor awareness, barriers to adoption, satisfaction, and product performance, segmented by company size and region.
The pricing analysis established the range of prices the market would accept; larger operators would pay roughly twice what smaller operators would.
The survey also identified the features the platform needed to improve to enable raising price from the customer's perspective alongside product expansion opportunities and barriers to adoption.
Finally, the study elucidated customer onboarding needs as well as which product bundles would be most appropriate tiers for buyers to adopt.