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In this brief video segment, Elliott Botterill explains a pricing experiment for the Masterplan subscription service. The monthly price was raised from £699 to £799 and then to £899, a £100 increase each step. The original acquisition target was 40 new clients per month, but the campaign yielded 45 sign‑ups in just seven days. Each new client commits to a 12‑month contract, typically staying about 20 months, giving an average customer lifetime value of roughly £12,000. Multiplying the 45 new customers by this lifetime value results in an estimated £540,000 in projected revenue from that single week, which Botterill describes as an exceptionally successful outcome.
