EXECUTIVE SUMMARY

Lemio is a Vienna-based startup offering customizable, aesthetically-focused QR codes. While technically solid and already in use by large partners, the business is held back by a rigid and unclear pricing model that doesn’t reflect how different customers actually use the product. The goal of this project was to help Lemio rethink its product structure and pricing strategy in a way that supports scale, matches customer expectations, and improves monetization.

Based on a mix of market research and direct interviews, we identified clear gaps in the current approach: weak digital visibility, no scalable self-service model, and unclear value communication. At the same time, Lemio has an edge in a specific niche: design-oriented, functional QR codes. The final output includes a pricing structure for both B2B and B2C products, a breakdown of viable customer segments, and a phased roadmap to launch and grow the offering.

Goal

The primary goal of the project was to support Lemio develop a scalable product and pricing strategy that reflects customer needs and supports long-term monetization. We aimed to analyze current product-market fit, benchmark competitors, understand customer expectations through interviews, and recommend a structure for pricing and go-to-market tailored to both LemioCode and LemioLink.

Methodology

The research relied on a combination of secondary and primary methods. Secondary research involved the analysis of industry reports, academic literature, and a detailed benchmarking of 15 competitors. Key frameworks such as TAM–SAM–SOM and competitor clustering were used to estimate market potential and assess Lemio’s positioning. Primary research included seven semi-structured expert interviews with professionals from marketing agencies, media companies, and creative sectors. The Van Westendorp Price Sensitivity Meter was applied to identify pricing expectations. Interviewees provided input on product functionality, integration needs, ROI expectations, and pricing models.

Results

The market for QR codes is growing rapidly, with a projected global value of $13.55 billion in 2025. Narrowing the focus to marketing-related applications in the DACH region and Japan, Lemio’s serviceable available market is estimated at $679 million with a realistic first-year Serviceable Obtainable Market (SOM) of ~$3.4M. Key customer segments include marketing agencies, event organizers, and creatives (B2B), as well as freelancers and job seekers (B2C). These groups value aesthetics, branding alignment, and analytics.

Lemio has strong differentiation in visual design and product customization but lacks digital presence and a scalable pricing model. Most competitors operate freemium or subscription-based models, while Lemio relies on request-based pricing with no public plans. Based on user input and competitor analysis, the team recommends a pricing structure for LemioCode starting at €100–200 for static codes and €300–1,800 for animated ones, depending on length. A white-label API model could be priced from €10,000 annually. For LemioLink, suggested pricing includes monthly subscriptions with a higher price point for more features or a per-scan model priced at €0.03–0.05.

Strategically, Lemio should focus on B2B early adopters in marketing and events, and roll out LemioLink to users with clear design templates and onboarding flows. A four-phase roadmap was developed: product and pricing finalization, analytics rollout, public launch, and expansion through partnerships and new regions. While Lemio is well-positioned in a promising niche, capturing value depends on addressing pricing, visibility, and go-to-market execution.

Cooperation Partner

• LemioCode
  Donaufelder Straße 6/6
  1210 Vienna
  Austria
  lemiocode.com

Contact Person

• Patrick Taudes
  patrick.taudes@linkplicity.com

Student Team

• Adams Nooa

• Gunz Mathias

• Hotter Juliane

• Rütze Marie

• Schubert Lena

• Zamosianchuk Sofiia

Project Manager

• Jeske Sandra

• Lauer Diana