About Contribution
Contribution was founded on a simple observation: the biggest barrier to better pricing rarely comes from the market but from inside the organization.
Most companies understand their economic value well, but lack clarity on their perceived value and what customers are truly willing to pay. Internal uncertainty and pricing fear often shape decisions more than evidence. That gap defines our work.
We specialize in evidence-based pricing for complex, feature-rich MedTech and subscription-based B2B products — including pricing models, packaging, and feature monetization as recurring revenue becomes increasingly strategic.
Structured research consistently reveals substantial underpricing in new launches and typical pricing improvements of 7–20% in established products.
We apply advanced trade-off and conjoint methodologies — the gold standard for measuring willingness to pay — and translate perceived value into pricing decisions organizations can execute.
We focus exclusively on pricing and do not provide reimbursement or general market access advisory.
Martin Borch
Contribution was founded by Martin Borch, who also serves as a mentor at Techstars, supporting growth-stage companies in building scalable pricing strategies.
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