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There are three ways your business can make money:
1. Sell at a very high price to a low number of buyers 2. Sell at a very low price to a high number of buyers 3. One of the infinite in-between combinations
Brian Krall, Senior Director of Growth Engineering at food tech co Tovala, has spent 7 years fine-tuning Tovala’s pricing strategy—so he knows a thing or two about how the balancing act works.
In that time, conversions have gone up 5x, hardware prices have gone down 80%, and the lifetime value of Tovala’s customers has remained consistently higher than at competitor brands.
WHAT'S INSIDE
🧪 A scientific method for price testing 📺 Should your CEO appear in your campaigns? 📇 Your contacts list… but upgraded 💰 The price is right. Right?
How to test pricing (without breaking your biz)
Tovala’s product is a package deal: consumers purchase a smart oven upfront, then subscribe to meal kits designed specifically for the oven over time.
After the oven first launched—to the tune of $400—Brian and his team had an experiment to run.
Their goal was to figure out what price would drive more conversions, while maintaining their three nonnegotiables: 1. The quality of their product could not decrease 2. The unit economics still had to make sense 3. Customers still had to be invested in the full solution (oven + meals), not just interested in buying cheap hardware
Generative AI is getting “less sexy” in 2025. For marketers, this means going back to foundations (and keeping gen AI behind the scenes, where it belongs). (Marketing Dive)
AI is forcing a shift from data silos to shared customer context (Ad Age)
Tightening budgets and shortened timelines have some marketers opting for AI imagery (Ad Week)
TYPEFORM TOOLKIT
Your contacts deserve better than a spreadsheet that hasn’t been sorted since 2022. With Contacts & Automations, every response gets a next step—no heavy lifting required. It’s like giving your workflow a tiny personal assistant (minus the small talk).
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TYPEFORM TOOLKIT 
QUESTION OF THE WEEK 
