01
Find hidden value
Reveal where pricing, packaging, discounting, and commercial terms leave value on the table.
Pricing advisory by Felix Mörée, Partner at Axholmen
Unlock your
pricing potential.
Find the value already sitting in your business, capture it without putting customer relationships at risk, and build the capability to keep doing it year after year.
+2-5 p.p.
Return on Sales
Typical potential in transactional businesses
+10-20%
Annual recurring revenue
Typical potential in subscription businesses
Partner at AxholmenSenior advisor to management teams on pricing and commercial performance.
Author of five books on pricingPublished thinking used by executives, pricing leaders, and commercial teams.
Engineering Physics and EconomicsDouble degree, with a specialization in mathematical statistics.
The impact
Small pricing moves. Outsized business results.
Pricing is often the fastest route to stronger margins and healthier growth, yet it remains one of the least systematically managed commercial levers.
02
Make it measurable
Turn opportunity into a quantified, prioritized business case leadership can act on.
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Make it stick
Embed governance, tools, and capabilities that sustain results beyond the project.
The opportunity
Pricing is a management discipline, not a number.
The most successful companies connect strategic positioning with rigorous analytics and day-to-day commercial execution. That connection is where pricing potential becomes performance.
The goal is not the highest price. It is the right price, captured consistently.
Felix Mörée
What I work with
Four connected disciplines.
Pricing Strategy
Define where and how pricing creates customer and shareholder value.
Pricing Excellence
Build the operating model, governance, tools, and capabilities for better decisions.
Commercial Excellence
Connect pricing with segmentation, sales, incentives, and value communication.
Commercial Analytics
Translate data into practical decisions on price, product, customer, and channel.
Typical questions
Questions worth answering.
01
How much pricing potential is in our business?
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Where are we leaking margin, and why?
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How should our pricing model evolve as we scale?
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Which customers, products, or markets deserve a different approach?
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How do we turn pricing from a project into a capability?
Straight answers
What leadership teams ask first.
Three questions come up in almost every first conversation. Here is how they are handled in practice.
01
Will this harm customer relationships?
Real pricing potential protects conversion and retention. The work starts by separating price changes customers accept as fair from those that put volume and loyalty at risk, and the design is tested before anything reaches the market.
02
Is our data too messy?
Engagements start with the transactional and billing data you already have, whatever its state. A usable picture of price realization can be built from invoice lines and discounts long before any system or data project is finished.
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How quickly do we see results?
A diagnostic gives a first quantified view of the opportunity in 1-4 weeks, with a prioritized implementation roadmap. Larger redesigns typically run 8-12 weeks, with quick wins captured along the way.
Pricing Potential Diagnostic
How mature is your pricing capability?
Score six dimensions in about three minutes and get an immediate, indicative read on where your pricing stands.
Books & insights
Ideas for better pricing decisions.
Explore Felix’s published work and selected research on pricing and commercial performance.
Browse the libraryAbout Felix
Analytical depth. Commercial pragmatism.
A global perspective shaped by business, quantitative analysis, and a singular focus on pricing.
Meet FelixNext step
Ready to see what your pricing can do?
A short, no-obligation call: your situation, where pricing value is likely to sit, and whether a diagnostic is worth doing.