Pricing at Echosec Systems

In April 2022, Jeff Oldenburg, CEO of Echosec Systems, prepared for a meeting with the board of directors at which he needed to present a plan for future growth. The company's products pulled in and processed raw data from social media and unindexed (deep and dark web) sources to provide real-time threat intelligence to defense contractors, the intelligence community, and enterprise security teams. Oldenburg had begun to align the company around an ideal customer profile. He knew that Echosec Systems' next phase also relied on ongoing decisions about product development; in particular, whether to continue adding new sources of data or make inroads into delivering deeper insights from existing sources. Most importantly, the company needed a more disciplined approach to pricing.