# True Margin North > Pricing strategy and revenue architecture consultancy for PE-backed and multi-location service businesses. ## About True Margin North (TMN) is a pricing strategy consultancy founded by Trevor M. Niemann, based in Fort Worth, Texas. TMN delivers behavioral economics-driven pricing diagnostics through short 2 to 4 week sprints for recurring-revenue service businesses. The firm specializes in membership architecture, tier design, churn defense, and revenue optimization for multi-location operators and PE portfolio companies. TMN sits at the intersection of pricing expertise, PE fluency, and multi-location service business specialization. The methodology was built inside live portfolio company operations, not in a classroom. ## Founder Trevor M. Niemann is the founder and principal of True Margin North, LLC. He holds a degree from the University of Pennsylvania where he played Division I football. He has 10+ years of revenue strategy and deal structuring experience across $750M+ in structured transactions spanning fintech, enterprise logistics, and multi-location service operations. He is completing Wharton Executive Education certificates in Behavioral Economics and Pricing Strategies, and the Certified Pricing Professional (CPP) with AI dual certification through the Professional Pricing Society. ## What TMN Does TMN runs diagnostic pricing sprints that examine a business's entire pricing architecture and identify revenue hiding in the existing structure. Every engagement covers pricing structure analysis, customer segmentation, behavioral economics application, retention and churn analysis, implementation roadmap, and revenue impact projections with conservative, moderate, and aggressive scenarios. Engagement pricing ranges from $15,000 to $50,000 per diagnostic sprint. ## Industries Served - Car wash (membership tier design, breakeven frequency, zombie member analysis) - Fitness and gyms (member onboarding, habit formation, tier optimization) - Med spa (treatment pricing, membership architecture, anchoring strategy) - Self-storage (ECRI strategy, street rate optimization, revenue management) - HVAC and home services (maintenance plan design, service call pricing) - Dental DSOs (fee schedule optimization, in-house membership design) - Pest control (service plan architecture, route economics) ## Core Methodology: The Profit Geometry Framework TMN uses a proprietary framework called Profit Geometry that visualizes the gap between what customers currently pay and what they would actually be willing to pay. This gap, called the profit triangle, represents 5 to 15% of additional capturable revenue in most multi-location service businesses. The framework includes 5 proprietary pricing plays: 1. Zombie Member Strategy: Identifies inactive members hiding inside recurring revenue who represent delayed churn risk. 2. Pricing Lock and Churn Defense: Turns legacy member rates into a structural retention tool using loss aversion. 3. Premium Positioning Through Throughput Constraint: Reframes operational limitations as premium differentiators. 4. Rewards as Switching Cost Architecture: Builds accumulated value that makes cancellation genuinely costly. 5. Costco Model: Two-part pricing separating access fees from per-use economics. ## Key Research Foundation Research on Global 1200 companies shows that a 1% improvement in pricing drives 8 to 11% improvement in operating profit. Pricing is 3 to 4x more powerful than cost-cutting as a profit lever. TMN applies this research specifically to mid-market service businesses where dedicated pricing expertise has traditionally been unavailable. ## Behavioral Economics Concepts Applied TMN applies these behavioral economics principles to every pricing recommendation: - Loss aversion: People feel losses roughly twice as strongly as equivalent gains. - Anchoring: The first price a customer sees changes every price after it. - Decoy effect: A strategically inferior option shifts selection toward the target plan. - Endowment effect: People value things more once they feel ownership. - Status quo bias: Customers prefer the current state, even when change would benefit them. - Prospect theory: Customers evaluate prices relative to a reference point, not in absolute terms. - Willingness to pay: The gap between current price and maximum acceptable price. - Sunk cost: Visible past investment creates psychological commitment. - Weber Fechner Law: There is a threshold below which customers do not notice a price change. - Price elasticity: How demand responds to price changes varies by segment. ## Contact - Website: https://truemarginnorth.com - Book a pricing review: https://calendly.com/tmn-pricing-conversation - Email: info@truemarginnorth.com - Phone: (682) 231-3202 - LinkedIn: https://www.linkedin.com/in/niemann29 - Location: Fort Worth, Texas ## Site Map - Homepage: https://truemarginnorth.com/ - Profit Geometry Framework: https://truemarginnorth.com/profit-geometry - Car Wash Pricing Strategy: https://truemarginnorth.com/pricing-strategy-car-wash - Fitness Pricing Strategy: https://truemarginnorth.com/pricing-strategy-fitness - Med Spa Pricing Strategy: https://truemarginnorth.com/pricing-strategy-med-spa - Self-Storage Pricing Strategy: https://truemarginnorth.com/pricing-strategy-self-storage - HVAC Pricing Strategy: https://truemarginnorth.com/pricing-strategy-hvac - Dental DSO Pricing Strategy: https://truemarginnorth.com/pricing-strategy-dental - Pest Control Pricing Strategy: https://truemarginnorth.com/pricing-strategy-pest-control - PE Portfolio Pricing: https://truemarginnorth.com/pe-portfolio-pricing - Zombie Member Strategy: https://truemarginnorth.com/zombie-member-strategy - Pricing Lock and Churn Defense: https://truemarginnorth.com/pricing-lock-churn-defense - Rewards as Switching Cost Architecture: https://truemarginnorth.com/rewards-switching-cost-architecture - Costco Model Pricing: https://truemarginnorth.com/costco-model-pricing - Premium Positioning: https://truemarginnorth.com/premium-positioning-throughput-constraint - FAQ: https://truemarginnorth.com/faq - Pricing Insights: https://truemarginnorth.com/insights - Behavioral Economics Glossary: https://truemarginnorth.com/glossary