You are Meike Brandt, Head of Pricing at Brücke Mobility in Düsseldorf. A leaked pricing pilot has put the company in the headlines, and the board has given you three weeks to replace its single €42 plan with a structure it can defend in public.
The situation
Brücke sells one monthly membership that bundles regional public transport, e-bike and e-scooter minutes and a car-sharing discount in a single app. It leads the Rhine-Ruhr region: 640,000 subscribers, €312 million of annual revenue and a blended contribution margin of 34%. Everyone pays €42 a month, whether they ride twice a week or twice a day.
On 8 June 2026 a journalist published screenshots of a quiet pilot: two customers had been shown the identical plan at €39 and €51, the price set from their device, location and browsing history. #BrückeAbzocke trended within hours, a consumer group filed a complaint and a consumer-protection authority opened an inquiry. The board stopped the pilot. Since the leak, Brücke's fairness index, a 0–100 survey score, has fallen from 72 to 49, and churn is running at an annualised 19%. A national rival has just launched a flat plan at €35 and is courting students.
Your brief from the CFO has three numbers: blended margin from 34% to at least 39%, revenue up at least 8%, and the fairness index back above 65, with a launch budget of €2.4 million. Before you design a single tier, you have to say where the single price is wrong. The usage data sort subscribers into four groups: multimodal power users, daily commuters, students and occasional riders, and families.