// EDITOR’ S QUESTION //

Every month, we pose industry experts a question pertinent to the issues of the day. This month....

Robert Tinterov, CEO and Founder, PriceAgent

THAT’ S WHERE KNOWING YOUR CUSTOMERS’ EXACT‘ WILLINGNESS TO PAY’ BECOMES A CRITICAL ADVANTAGE.

URRENT ECONOMIC

CONDITIONS are making funding difficult for SMEs. Four experts on the following pages explore how SMEs can thrive in these conditions, starting with Robert Tinterov, CEO and Founder, PriceAgent:

With rising interest rates and tighter lending standards, access to capital is becoming more selective – and more demanding. For SMEs, that means it’ s no longer enough to show promise; you need hard evidence of customer value and pricing strength.

That’ s where knowing your customers’ exact‘ willingness to pay’ becomes a critical advantage. Few business owners speak – nor indeed understand – the language of pricing. Yet it’ s critical to have at your fingertips precise, data-driven pricing insights that derisk decision-making and support stronger funding narratives. The era of slow, high-ticket consulting projects is over – businesses today need actionable insights in days, not months. When you can clearly demonstrate that your product is valued and priced right, you not only optimise revenue but also build investor confidence. In this environment, speed, clarity and customer validation are the new currency.

From my own experience, especially in today’ s climate, it’ s also clear that start-ups need to focus more on revenue and actual sales than just user growth or vague market traction. Real numbers count more than ever – not just in volume, but in clarity around customer value. It’ s no longer enough to say people are using your product; you need to show that they’ re willing to pay for it – and how much.

Investors, in my opinion, typically only invest in businesses they truly understand. That means your pitch needs to be grounded in real customer demand, not just projections. If you can show not only that customers want what you’ re offering but exactly what they’ re willing to pay per unit or sale, you’ re far more likely to get the backing you need. It’ s about turning assumptions into data and potential into proven value.

Whether you seek crowdfunding, venture capital, angel investing, peer-to-peer lending or even Blockchain-based fundraising, it’ s important to demonstrate competitive advantage. Results-based financing mechanisms, outcomes-based contracts or results-based loans may also be a possibility. But with all of these, you must know the value of your product or service – and who is willing to pay for it.

Too many companies still rely on backwardlooking POS data to guide pricing decisions. Yet investors will want to know you can respond to market conditions fast and with confidence. When it comes to launching new products, especially in tech or seasonal categories, pricing mistakes can ruin your economics before you begin. The old model of setting prices based on historical sales or competitor benchmarks is no longer enough. From pandemic-era shifts to the latest tariff battles, global disruptions are now a permanent feature of the business landscape.

Ninety-five percent of start-ups fail, and this is because many never properly test their product, audience nor price. Well-funded start-ups waste millions because they failed to ensure adequate upfront intelligence. Early-stage companies must validate their market fit and be able to answer the questions: Who is the customer? What features matter most to them? And how much are people willing to pay? Knowing this ensures resilience even in a crowded market. There’ s no excuse for companies that have failed to do their homework.

20 Intelligent SME. tech