Nanit - 5G Consulting

Pricing & Consumer Insights That Would Make Any Infant Smile

The What

Nanit is a unique technology product for young parents with children age 0-18 months: An overhead, high definition vision technology for tracking, monitoring and improving a baby’s sleep.

The immediate goal was to answer the question “What can Nanit do right now in the Baby Channel to continue to accelerate growth?” The company was seeking to understand how consumers viewed their product and the ideal price point for growth.

The How

A quantitative consumer study and consulting project to understand:

Price optimization

Ideal price point for the hardware?
Ideal price for subscriptions?
How to best price bundle solutions (Including new items)?

Product optimization

The most profitable set of potential offers and new features.
Competitive frame and consumer need.

THE WOW

Insights

Consumer need for safety is a greater need than improved sleep.

For parents, teaching children to sleep is a rite of passage. There is a segment that uses technology to help them.

New Pricing Model

An acceptable high-end price for Nanit base unit and services to effectively compete and grow.

Growth

Insights led to a new approach to pricing as well as messaging and communications. The company launched a new product aimed at safety and expanded distribution including a launch into retail.

1 2 3

business growth

new doors of distribution

trajectory over 18 months

additional gross margin