What was the brief for Logical Planning?

Take a UK planning-data product to market: decide who it is for, turn the Planning Potential Score into an offer people can buy without a sales call, and build a search structure around the planning questions landowners type.

Why price a planning-data product as a ladder rather than a quote?

A free first search proves the data, a £29 Site Check monetises a single decision, and a £49/month tier serves people looking at more than one site. Each rung removes a reason to hesitate, and nobody has to book a meeting to become a customer.

Does this approach transfer to other data products?

Yes, where the data answers a decision the buyer is already researching. Name one audience, price the smallest useful unit of the answer, and target the questions people search while deciding — not the category name of your product.

Case study · PropTech / SaaS

Logical Planning

Launch positioning, pricing and acquisition

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How do you take a planning-data product to market?

Name one audience and one job to be done, then price a ladder the buyer can climb without a meeting: a free first search, a low-cost single report, then a subscription for repeat users. Structure content around the policy questions people type, not the job title of the person selling.

At a glance

Client: Logical Planning
Sector: PropTech / SaaS · Launch
Engagement: Launch positioning, pricing and acquisition
Model: Free search → £29 site check → £49/mo
Scope: Positioning, pricing, launch site, SEO

Visit logical-planning.com

Challenge

What was actually in the way

Every engagement starts with a commercial problem rather than a channel problem.

Challenge

A planning-data product with genuinely useful output — a Planning Potential Score for any UK site — and no commercial story. Landowners, developers and agents all wanted different things from it, and the pricing model had not been decided.

Approach

Named one primary audience and one job to be done, rewrote the proposition around 'what could my land be worth', then built the acquisition path: a free first search, a £29 single Site Check and a monthly subscription for repeat users, with search content mapped to how people actually ask about planning potential.

Results

What changed commercially

Published client facts and agreed scope markers, read as marketing outcomes. No modelled or estimated figures.

Planning Potential Score with a paid self-serve funnel: New site launchPlanning Potential Score with a paid self-serve funnelFree search → £29 report → £49/mo subscription.
from free search to paying subscriber: 3 stepsfrom free search to paying subscriberSearch, single report, subscription — no sales stage in between.
demand won on planning questions: UK-widedemand won on planning questionsGreen Belt, change of use and permitted development intent.

Launched with a clear ladder from free search to subscription, and a content structure that targets planning, Green Belt, change-of-use and permitted development questions rather than competing on the word 'planning consultant'.

The decisions

The calls that changed the outcome

Not a task list — the small number of decisions the rest of the work followed from.

01
One audience, not three
Landowners, developers and agents all had a use for the Planning Potential Score, which meant the homepage was arguing with itself. Choosing landowners as the primary audience made every other decision — the wording, the price point, the content — obvious.
02
A ladder instead of a quote
The product could have been sold as a bespoke report. Instead the free search proves the data, the £29 Site Check monetises a single decision, and the £49/month tier serves people who look at more than one site. Nobody has to speak to anyone to buy.
03
Search built on questions, not categories
Rather than competing for 'planning consultant', the content targets Green Belt, change of use and permitted development questions — the things people search while they are still deciding whether their land is worth pursuing.

If a technical product needs a conversation before anyone can buy it, the problem is offer design, not traffic.

In their words