Pricing Strategist

Design pricing strategies that maximize revenue while keeping customers happy.

Core Principles

1. Pricing is a growth lever: 1% improvement in pricing = 11% improvement in profit (McKinsey)
2. Price to value, not cost: Charge based on value delivered, not what it costs you
3. Simple > Clever: 3 tiers beats 5 tiers; clear packaging beats complex
4. Experiment continuously: A/B test, iterate, optimize

Pricing Strategy Framework

Step 1: Determine Your Value Metric

Value metric = What you charge for (users, projects, API calls, etc.)

Good value metrics:

• Align with customer value (as they get more value, they pay more)
• Easy to understand and predict
• Grow naturally with usage

Examples:

Slack: Per active user
  ✅ Grows with team size
  ✅ Easy to understand
  ✅ Aligns with value

Twilio: Per API call
  ✅ Grows with usage
  ✅ Predictable for users
  ✅ Direct value correlation

Dropbox: Storage size
  ✅ Clear metric
  ✅ Grows with needs
  ⚠️ Can be gamed (compression)

AWS: Everything (CPU, storage, bandwidth, etc.)
  ⚠️ Complex but accurate
  ⚠️ Hard to predict costs
  ✅ Pay for what you use

Value Metric Decision Matrix:

Metric	Alignment to Value	Simplicity	Predictability	Growth Potential
Per User	High	High	High	Medium
Per Feature	Medium	High	High	Low
Usage-Based	High	Medium	Low	High
Storage	Low	High	Medium	Medium
Transactions	High	Medium	Medium	High

Step 2: Choose Your Pricing Model

Flat Rate:

$99/month - unlimited everything

• ✅ Simple to understand
• ✅ Easy to sell
• ❌ Leaves money on table
• ❌ Doesn't scale with value

Tiered Pricing:

Starter: $29/mo  - 5 users
Pro:     $99/mo  - 20 users
Business: $299/mo - Unlimited users

• ✅ Captures different customer segments
• ✅ Upsell path clear
• ⚠️ Anchor pricing matters

Usage-Based:

$0.01 per API call
First 10,000 free

• ✅ Perfect alignment with value
• ✅ Low barrier to entry
• ❌ Unpredictable for customers
• ❌ Hard to forecast revenue

Hybrid (Best of both):

Base: $49/mo + $0.50 per extra user

• ✅ Predictable base + scales with value
• ✅ Lower barrier than pure per-seat
• ⚠️ More complex to explain

Step 3: Create Your Pricing Tiers

The Rule of 3:

• Starter/Basic: Get them in the door (50-60% of customers)
• Professional/Pro: Sweet spot (30-40% of customers)
• Business/Enterprise: High value, high support (5-10% of customers)

Tier Design Template:

Tier 1 - Starter ($29/mo):
  Target: Individuals, tiny teams, trying it out
  Value Limit: 5 users, 10 projects
  Features:
    ✅ Core features
    ✅ Basic support (email)
    ❌ Advanced features
    ❌ Integrations
    ❌ Custom anything
  
Tier 2 - Professional ($99/mo):
  Target: Small-medium teams, main product
  Value Limit: 20 users, 100 projects
  Features:
    ✅ Everything in Starter
    ✅ Advanced features
    ✅ Integrations (Slack, etc.)
    ✅ Priority support
    ✅ API access
    ❌ Custom SLA
    ❌ SSO
  
Tier 3 - Business ($299/mo):
  Target: Larger teams, mission-critical
  Value Limit: Unlimited users, unlimited projects
  Features:
    ✅ Everything in Professional
    ✅ Advanced security (SSO, SAML)
    ✅ Custom SLA
    ✅ Dedicated support
    ✅ Custom integrations
    ✅ Training & onboarding

Anchor Pricing Strategy:

Starter:  $29/mo  (entry point)
Pro:      $99/mo  (3.4x - where you want most people) 👈 Sweet spot
Business: $299/mo (3x - makes Pro look reasonable)

Most customers choose the middle tier when:

• Middle tier is 3-4x the starter price
• Top tier is 2-3x the middle tier

Step 4: Feature Packaging

Good Feature Distribution:

Starter Tier (60% features):
  - All core CRUD operations
  - Basic reporting
  - Email support
  - Mobile app
  Goal: Get them using the product successfully

Pro Tier (85% features):
  - Everything in Starter
  - Advanced analytics
  - Integrations (Slack, Zapier, etc.)
  - API access
  - Priority support
  - Collaboration features
  Goal: Make this irresistible for growing teams

Business Tier (100% features):
  - Everything in Pro
  - SSO/SAML
  - Advanced security & compliance
  - Custom SLA
  - Dedicated support
  - Training & onboarding
  - Custom contracts
  Goal: Remove all objections for enterprise buyers

Gating Strategy:

• Gate by volume: 5 users → 20 users → unlimited
• Gate by features: Basic → Advanced → Enterprise
• Gate by support: Email → Priority → Dedicated
• Gate by integrations: None → Standard → Custom

❌ Don't gate core value: If your product's main value is X, don't gate X ✅ Gate advanced/power features: Analytics, integrations, admin features

Pricing Psychology

Charm Pricing

$99/mo > $100/mo  (1% cheaper, feels 20% cheaper)
$29/mo > $30/mo

Anchoring

❌ Bad:
  Basic:    $50
  Premium:  $75  (only 50% more, but not 50% more value?)

✅ Good:
  Basic:    $50
  Premium:  $150  (3x price for 2x value = good deal)
  Enterprise: $500  (makes Premium look reasonable)

Annual Discounts

Monthly:  $99/mo  ($1,188/year)
Annual:   $990/year  (Save $198 = 17% discount)

Why offer annual?:

• Cash flow upfront
• Higher LTV (less churn)
• 15-20% discount is standard

When to offer:

• At signup
• After 2-3 months (they're hooked)
• During renewal
• Seasonal promotions

Free Trial vs Freemium

Free Trial:

Type: 14-day free trial, no credit card required
When: Product has clear "aha moment" quickly
Pros:
  - Everyone experiences full product
  - Clear conversion point
  - No freeloaders
Cons:
  - Friction at signup
  - Have to convert them quickly

Freemium:

Type: Forever free tier with limitations
When: High viral coefficient, network effects
Pros:
  - No friction at signup
  - Build large user base
  - Word of mouth
Cons:
  - Many users never pay
  - High infrastructure costs
  - Harder to monetize

Decision Matrix:

• B2B SaaS: Free trial (14 days)
• Viral products (Slack, Zoom): Freemium
• High touch sales: Free trial + demo
• Self-serve products: Freemium

Pricing Experiments

A/B Testing Pricing

What to test:

1. Price points: $99 vs $149
2. Packaging: Features in each tier
3. Billing frequency: Monthly vs annual
4. Free trial length: 7 vs 14 vs 30 days
5. Anchor pricing: Add expensive tier to make middle tier look good

How to test:

// Example: Test pricing pages
const pricingVariants = {
  control: {
    starter: 29,
    pro: 99,
    business: 299
  },
  test: {
    starter: 39,
    pro: 129,
    business: 349
  }
}

// Show different prices to 50% of visitors
const variant = Math.random() < 0.5 ? 'control' : 'test'

// Track which converts better
analytics.track('pricing_page_viewed', {
  variant: variant,
  prices: pricingVariants[variant]
})

Metrics to track:

• Conversion rate (trial → paid)
• Average revenue per user (ARPU)
• Customer acquisition cost (CAC)
• Lifetime value (LTV)
• Payback period

Sample size calculator:

Need ~1,000 visitors per variant to detect 10% change
Need ~5,000 visitors per variant to detect 5% change

Grandfather Pricing

When raising prices, grandfather existing customers:

Scenario: Raising Pro from $99 → $129

Option 1: Grandfather forever
  - Existing: Stay at $99/mo forever
  - New: Pay $129/mo
  - Pros: Great for retention
  - Cons: Growing discount over time

Option 2: Grandfather for 12 months
  - Existing: Stay at $99 for 1 year, then $129
  - New: Pay $129/mo immediately
  - Pros: Balanced approach
  - Cons: Still have to communicate increase

Option 3: No grandfathering, small increase
  - Everyone: Goes to $129/mo
  - Give 30 days notice
  - Offer annual deal to lock in current price
  - Pros: Simplest
  - Cons: Some churn risk

Price Increases

When to raise prices:

• Product significantly improved
• Demand exceeds supply
• Customer acquisition costs increased
• Competitors charge more
• Every 12-18 months (keep up with inflation)

How to communicate:

Subject: [Product] pricing update - your plan is increasing

Hi [Name],

Good news: We've shipped [impressive features] over the last 
year, including [X, Y, Z].

Starting [Date, 30+ days away], we're updating our pricing:
- Pro: $99 → $129/mo (+30%)
- Business: $299 → $349/mo (+17%)

Your current pricing:
- You'll stay at $99/mo for the next 12 months
- To lock in $99/mo permanently, switch to annual: $990/year

Why we're increasing prices:
- [Specific value adds]
- [New features]
- [Better support]

Questions? Reply to this email.

Thanks for being with us,
[Founder Name]

Revenue Expansion

Upsell Strategies

When to prompt upgrades:

// Hit limit
if (user.projectCount >= user.plan.projectLimit) {
  showUpgradePrompt({
    message: "You've hit your 10 project limit",
    cta: "Upgrade to Pro for 100 projects",
    timing: "when_blocked"
  })
}

// Feature discovery
if (user.clickedAdvancedFeature && !user.hasAccess) {
  showUpgradePrompt({
    message: "This feature is available on Pro",
    cta: "Upgrade now for $99/mo",
    timing: "moment_of_value"
  })
}

// Usage-based trigger
if (user.daysActive > 30 && user.plan === 'starter') {
  showUpgradePrompt({
    message: "You're a power user! Unlock more with Pro",
    cta: "See Pro features",
    timing: "established_user"
  })
}

Upgrade Incentives:

• Prorated credit for current plan
• Feature preview (7-day trial of Pro features)
• Bundle discount (annual save 20%)
• Limited-time offer (20% off if you upgrade this week)

Add-Ons

Base Product: $99/mo

Add-ons (à la carte):
  - Extra users: +$10/user/mo
  - Advanced analytics: +$49/mo
  - White label: +$99/mo
  - Priority support: +$199/mo
  - API rate limit increase: +$49/mo

Example Bill:
  Pro plan:              $99
  +5 extra users:        $50
  +Advanced analytics:   $49
  Total:                 $198/mo

When to use add-ons:

• Feature has clear standalone value
• Not every customer needs it
• Significant cost to provide
• Clear pricing (not complex calculations)

Pricing by Market Segment

Small Business (SMB)

Price Point: $29-99/mo
Sales Motion: Self-serve
Features: Simple, easy to use
Support: Email, docs
Decision Maker: End user or team lead
Sales Cycle: Minutes to days

Mid-Market

Price Point: $99-999/mo
Sales Motion: Self-serve + light touch
Features: Integrations, collaboration
Support: Priority email, chat
Decision Maker: Department head
Sales Cycle: Days to weeks

Enterprise

Price Point: $1,000+/mo (often $10k-100k+)
Sales Motion: High-touch sales
Features: SSO, custom, security, SLA
Support: Dedicated account manager
Decision Maker: VP, C-level, procurement
Sales Cycle: Weeks to months

Pricing Metrics

Key Metrics to Track

interface PricingMetrics {
  // Revenue metrics
  mrr: number  // Monthly Recurring Revenue
  arr: number  // Annual Recurring Revenue
  arpu: number  // Average Revenue Per User
  
  // Conversion
  trial_to_paid_rate: number  // %
  free_to_paid_rate: number   // % (if freemium)
  
  // Expansion
  expansion_mrr: number  // New revenue from existing customers
  contraction_mrr: number  // Lost revenue from downgrades
  net_revenue_retention: number  // (Expansion - Contraction) / Starting MRR
  
  // Efficiency
  cac: number  // Customer Acquisition Cost
  ltv: number  // Lifetime Value
  ltv_cac_ratio: number  // Should be > 3x
  payback_period_months: number  // Should be < 12 months
  
  // Distribution
  customers_by_tier: {
    starter: number
    pro: number
    business: number
  }
}

Healthy SaaS Benchmarks

Good SaaS Company:
  Trial → Paid: > 15%
  MRR Growth: > 10% month-over-month (early stage)
  Churn Rate: < 5% per month (SMB) or < 1% (enterprise)
  LTV:CAC: > 3:1
  Payback Period: < 12 months
  Net Revenue Retention: > 100% (expansion covers churn)
  Annual Contract Value: 
    - SMB: $1k-10k
    - Mid-market: $10k-100k
    - Enterprise: $100k+

Pricing Page Best Practices

Structure

Hero Section:
  Headline: "Pricing that grows with you"
  Subheadline: "Start free, upgrade anytime"

Comparison Table:
  [Starter]  [Pro - Most Popular]  [Business]
  
  Feature comparison rows
  
  [CTA Button]  [CTA Button]  [CTA Button]

FAQ Section:
  - Can I change plans?
  - What payment methods do you accept?
  - Do you offer refunds?
  - Can I cancel anytime?

Trust Signals:
  - Testimonials
  - Logos of customers
  - Money-back guarantee

Psychological Tricks

<!-- Highlight most popular tier -->
<div class="pricing-card" data-popular="true">
  <div class="badge">Most Popular</div>
  <h3>Pro</h3>
  <div class="price">
    <span class="amount">$99</span>
    <span class="period">/month</span>
  </div>
  <!-- Larger button, different color -->
  <button class="cta-primary-large">Start Free Trial</button>
</div>

<!-- Show annual savings -->
<div class="billing-toggle">
  <span>Monthly</span>
  <toggle />
  <span>Annual <badge>Save 20%</badge></span>
</div>

<!-- Social proof -->
<div class="testimonial">
  "We increased revenue by 40% after upgrading to Pro"
  - Jane Doe, Acme Corp
</div>

Quick Start Checklist

Launching Pricing (MVP)

• Pick value metric (per-user, usage, etc.)
• Design 3 tiers (Starter, Pro, Business)
• Set anchor prices (3-4x between tiers)
• Package features (60%, 85%, 100%)
• Create simple pricing page
• Set up billing (Stripe)
• Offer 14-day trial

Optimizing Pricing (Post-Launch)

• Track conversion rates by tier
• Survey customers on pricing perception
• A/B test price points
• Add annual billing option (15-20% discount)
• Create upgrade prompts in-app
• Monitor NRR (expansion vs churn)
• Review pricing every 6-12 months

Common Pitfalls

❌ Pricing too low: Harder to raise than lower; leaves money on table ❌ Too many tiers: 5+ tiers is confusing; stick to 3 ❌ Gating core features: Don't lock essential value behind highest tier ❌ Complex value metric: Users shouldn't need calculator to predict their bill ❌ Never raising prices: Customers expect prices to increase over time ❌ Charging for support: Support should be included, vary by response time

Summary

Great pricing strategy:

• ✅ Aligns with customer value (value metric)
• ✅ Simple to understand (3 tiers, clear packaging)
• ✅ Room for expansion (upgrade path, add-ons)
• ✅ Regularly optimized (experiments, data-driven)
• ✅ Increases over time (annual raises as you add value)