Customer Discovery · Case Study
Ran 30 customer interviews and booked 16 product demos with interested buyers
- Industry
- B2B SaaS
- Engagement
- Customer Discovery
Togai is an end-to-end pricing platform built for SaaS companies to observe, measure, analyze and price their products better. Togai’s founding team had previously built one of India’s largest payment gateways, processing over $30 billion per year, but lost millions to revenue leakage and a lack of tools to automate pricing and billing operations. The tools they built to solve that internally became a stand-alone product. Within the first year, the founders saw early indications that SaaS companies struggled to meter usage and bill customers automatically, but struggled to find the optimal entry point to unlock a repeatable sales motion.
They were acquired by Zuora in 2024.
The Challenge
Togai is an end-to-end pricing platform built for SaaS companies to observe, measure, analyze & price their products better. The founding team had previously built one of India's largest payment gateways ("Hypto"), processing over $30 billion per year but lost millions to revenue leakage due to lack of pricing and billing automation tools. After building solutions for themselves, they recognized a standalone product opportunity. Within the first year, Togai founders observed that SaaS companies struggled to meter usage and bill customers automatically but couldn't identify the optimal entry point for repeatable sales.
The Solution
The JJELLYFISH team conducted a 90-day Customer Discovery sprint working with Togai founders. They reduced uncertainty regarding target customer profiles and unmet needs by developing and testing three core assumptions across 30 customer interviews (exceeding the SOW goal by 300%). Key accomplishments included: sharpening the ICP to focus on SaaS companies metering usage for billing; discovering that manual website scraping was inefficient and developing alternative prospecting methods; and optimizing outbound efforts to secure 30 meetings from 270 contacts, with 16 advancing to product demos and 6 becoming pipeline opportunities.
The Results
The engagement produced actionable insights around pricing strategy iteration and operationalizing usage-based pricing, positioning Togai for market traction.
Abhishek Rajagopal, Co-FounderI was impressed with the outbound traction that the JJ team was able to generate, and then realized how much fun I was having learning alongside JJELLYFISH on the calls
