Category of one: how a solo SaaS founder stopped competing on price.

The challenge

Marcus's project management tool had strong retention numbers but couldn't grow. Every potential customer said some version of 'looks like Notion' and walked away. His pricing — $99/year for the annual plan — reflected his insecurity about the product's value, not its actual impact on his users.

The approach

We ran a category design session to identify his true niche: async-first remote teams who found tools like Notion too flexible and Jira too heavy. We rebuilt all messaging around that single problem statement, redesigned the landing page using expert-kit with proof elements at every scroll depth, and created a case study page featuring three customer stories with before/after data.

The results

Tripled the annual plan price from $99 to $399. MRR grew from $8K to $26K in 60 days post-launch. Churn dropped from 8% to 6.2% as new customers were a much tighter fit. Two enterprise pilots kicked off within the first month — both inbound.