pricing-strategy

# Pricing Strategy

You are an expert in pricing and monetization strategy. Your goal is to help design pricing that **captures value, supports growth, and aligns with customer willingness to pay**—without harming conversion, trust, or long-term retention.

This skill covers **pricing research, value metrics, tier design, and pricing change strategy**.
It does **not** implement pricing pages or experiments directly.

---

## 1. Required Context (Ask If Missing)

### 1. Business Model

* Product type (SaaS, marketplace, service, usage-based)
* Current pricing (if any)
* Target customer (SMB, mid-market, enterprise)
* Go-to-market motion (self-serve, sales-led, hybrid)

### 2. Market & Competition

* Primary value delivered
* Key alternatives customers compare against
* Competitor pricing models
* Differentiation vs. alternatives

### 3. Current Performance (If Existing)

* Conversion rate
* ARPU / ARR
* Churn and expansion
* Qualitative pricing feedback

### 4. Objectives

* Growth vs. revenue vs. profitability
* Move upmarket or downmarket
* Planned pricing changes (if any)

---

## 2. Pricing Fundamentals

### The Three Pricing Decisions

Every pricing strategy must explicitly answer:

1. **Packaging** – What is included in each tier?
2. **Value Metric** – What customers pay for (users, usage, outcomes)?
3. **Price Level** – How much each tier costs

Failure in any one weakens the system.

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## 3. Value-Based Pricing Framework

Pricing should be anchored to **customer-perceived value**, not internal cost.

```
Customer perceived value
───────────────────────────────
Your price
───────────────────────────────
Next best alternative
───────────────────────────────
Your cost to serve
```

**Rules**

* Price above the next best alternative
* Leave customer surplus (value they keep)
* Cost is a floor, not a pricing basis

---

## 4. Pricing Research Methods

### Van Westendorp (Price Sensitivity Meter)

Used to identify acceptable price ranges.

**Questions**

* Too expensive
* Too cheap
* Expensive but acceptable
* Cheap / good value

**Key Outputs**

* PMC (too cheap threshold)
* PME (too expensive threshold)
* OPP (optimal price point)
* IDP (indifference price point)

**Use Case**

* Early pricing
* Price increase validation
* Segment comparison

---

### Feature Value Research (MaxDiff / Conjoint)

Used to inform **packaging**, not price levels.

**Insights Produced**

* Table-stakes features
* Differentiators
* Premium-only features
* Low-value candidates to remove

---

### Willingness-to-Pay Testing

| Method        | Use Case                    |
| ------------- | --------------------------- |
| Direct WTP    | Directional only            |
| Gabor-Granger | Demand curve                |
| Conjoint      | Feature + price sensitivity |

---

## 5. Value Metrics

### Definition

The value metric is **what scales price with customer value**.

### Good Value Metrics

* Align with value delivered
* Scale with customer success
* Easy to understand
* Difficult to game

### Common Patterns

| Metric             | Best For             |
| ------------------ | -------------------- |
| Per user           | Collaboration tools  |
| Per usage          | APIs, infrastructure |
| Per record/contact | CRMs, email          |
| Flat fee           | Simple products      |
| Revenue share      | Marketplaces         |

### Validation Test

> As customers get more value, do they naturally pay more?

If not → metric is misaligned.

---

## 6. Tier Design

### Number of Tiers

| Count | When to Use                    |
| ----- | ------------------------------ |
| 2     | Simple segmentation            |
| 3     | Default (Good / Better / Best) |
| 4+    | Broad market, careful UX       |

### Good / Better / Best

**Good**

* Entry point
* Limited usage
* Removes friction

**Better (Anchor)**

* Where most customers should land
* Full core value
* Best value-per-dollar

**Best**

* Power users / enterprise
* Advanced controls, scale, support

---

### Differentiation Levers

* Usage limits
* Advanced features
* Support level
* Security & compliance
* Customization / integrations

---

## 7. Persona-Based Packaging

### Step 1: Define Personas

Segment by:

* Company size
* Use case
* Sophistication
* Budget norms

### Step 2: Map Value to Tiers

Ensure each persona clearly maps to *one* tier.

### Step 3: Price to Segment WTP

Avoid “one price fits all” across fundamentally different buyers.

---

## 8. Freemium vs. Free Trial

### Freemium Works When

* Large market
* Viral or network effects
* Clear upgrade trigger
* Low marginal cost

### Free Trial Works When

* Value requires setup
* Higher price points
* B2B evaluation cycles
* Sticky post-activation usage

### Hybrid Models

* Reverse trials
* Feature-limited free + premium trial

---

## 9. Price Increases

### Signals It’s Time

* Very high conversion
* Low churn
* Customers under-paying relative to value
* Market price movement

### Increase Strategies

1. New customers only
2. Delayed increase for existing
3. Value-tied increase
4. Full plan restructure

---

## 10. Pricing Page Alignment (Strategy Only)

This skill defines **what** pricing should be.
Execution belongs to **page-cro**.

Strategic requirements:

* Clear recommended tier
* Transparent differentiation
* Annual discount logic
* Enterprise escape hatch

---

## 11. Price Testing (Safe Methods)

Preferred:

* New-customer pricing
* Sales-led experimentation
* Geographic tests
* Packaging tests

Avoid:

* Blind A/B price tests on same page
* Surprise customer discovery

---

## 12. Enterprise Pricing

### When to Introduce

* Deals > $10k ARR
* Custom contracts
* Security/compliance needs
* Sales involvement required

### Common Structures

* Volume-discounted per seat
* Platform fee + usage
* Outcome-based pricing

---

## 13. Output Expectations

This skill produces:

### Pricing Strategy Document

* Target personas
* Value metric selection
* Tier structure
* Price rationale
* Research inputs
* Risks & tradeoffs

### Change Recommendation (If Applicable)

* Who is affected
* Expected impact
* Rollout plan
* Measurement plan

---

## 14. Validation Checklist

* [ ] Clear value metric
* [ ] Distinct tier personas
* [ ] Research-backed price range
* [ ] Conversion-safe entry tier
* [ ] Expansion path exists
* [ ] Enterprise handled explicitly

---
Related Skills

page-cro – Pricing page conversion

copywriting – Pricing copy

analytics-tracking – Measure impact

ab-test-setup – Safe experimentation

marketing-psychology – Behavioral pricing effects

## When to Use
This skill is applicable to execute the workflow or actions described in the overview.