Vercel Strategy & Insights - Pricing & Packaging Case Study

Executive Summary

Vercel's pricing is competitive with the market, but it has a many opportunities to simplify its pricing page, standardize volume/usage-based functionality across the Hobby, Pro & Enterprise tiers, and introduce widgets that convey ROI for consumption by non-technical stakeholders.

The Managed Infrastructure Unit (MIU) concept is a step in the right direction, and it should rolled out to the Hobby & Pro tiers as well. Vercel is a premium Platform as a Service, and its pricing & packaging should reflect that in a way that stays true to its developer PLG roots.

Methodology

I decided to approach this case across 3 dimensions:

1. I conducted 3 user research interviews to both get feedback on Vercel's current pricing as well as seed these companies as potential leads,
2. I conducted a competitive analysis of other players in the space to understand how Vercel's pricing and packaging compares, and
3. Rather than submit my findings as a memo or deck, I decided to leverage the Vercel platform itself to present my findings and recommendations.

Closing Thoughts

I really enjoyed using Vercel to complete this case study! Between using your AI copilot and showing the platform to the folks I was interviewing for user research, I had a lot of fun with it. And, I think I delivered a better final product as a result.