Work/Pricing & go-to-market research
Einstieg
The car was ready. The price was not.
Einstieg restores air-cooled Porsche 912s into an accessible classic. Before setting a national price and a launch market, they needed to know what buyers would actually pay.
A restoration shop was about to price itself out of its own market.
Einstieg restores 912s and wanted to launch nationally at $85,000, sold direct. Before committing to that price and that go-to-market model, they needed a real read on demand, not a number extrapolated from a handful of enthusiast forums and gut feel.
We built a synthetic panel of 4,000 consumer profiles grounded in federal demographic data, modeled across twelve buyer segments and four candidate markets, and tested six pricing scenarios against them. The headline finding: comfortable buying ceilings sat closer to $70,000 than $85,000, and trust conditions, an in-person inspection, a test drive, mattered more than the price tag outside of Florida.
The recommendation was not the plan Einstieg walked in with. Reprice into a $69,000 to $73,000 band. Launch through regional specialist partners instead of national direct marketing. Gate expansion on completed test drives and signed partner agreements, not ad spend.
The pricing reality
What buyers actually said
Market fit, out of 10
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