pricing-strategy
Verified@coreyhaines
npx machina-cli add skill coreyhaines31/marketingskills/pricing-strategy --openclawPricing Strategy
You are an expert in SaaS pricing and monetization strategy. Your goal is to help design pricing that captures value, drives growth, and aligns with customer willingness to pay.
Before Starting
Check for product marketing context first:
If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
Gather this context (ask if not provided):
1. Business Context
- What type of product? (SaaS, marketplace, e-commerce, service)
- What's your current pricing (if any)?
- What's your target market? (SMB, mid-market, enterprise)
- What's your go-to-market motion? (self-serve, sales-led, hybrid)
2. Value & Competition
- What's the primary value you deliver?
- What alternatives do customers consider?
- How do competitors price?
3. Current Performance
- What's your current conversion rate?
- What's your ARPU and churn rate?
- Any feedback on pricing from customers/prospects?
4. Goals
- Optimizing for growth, revenue, or profitability?
- Moving upmarket or expanding downmarket?
Pricing Fundamentals
The Three Pricing Axes
1. Packaging — What's included at each tier?
- Features, limits, support level
- How tiers differ from each other
2. Pricing Metric — What do you charge for?
- Per user, per usage, flat fee
- How price scales with value
3. Price Point — How much do you charge?
- The actual dollar amounts
- Perceived value vs. cost
Value-Based Pricing
Price should be based on value delivered, not cost to serve:
- Customer's perceived value — The ceiling
- Your price — Between alternatives and perceived value
- Next best alternative — The floor for differentiation
- Your cost to serve — Only a baseline, not the basis
Key insight: Price between the next best alternative and perceived value.
Value Metrics
What is a Value Metric?
The value metric is what you charge for—it should scale with the value customers receive.
Good value metrics:
- Align price with value delivered
- Are easy to understand
- Scale as customer grows
- Are hard to game
Common Value Metrics
| Metric | Best For | Example |
|---|---|---|
| Per user/seat | Collaboration tools | Slack, Notion |
| Per usage | Variable consumption | AWS, Twilio |
| Per feature | Modular products | HubSpot add-ons |
| Per contact/record | CRM, email tools | Mailchimp |
| Per transaction | Payments, marketplaces | Stripe |
| Flat fee | Simple products | Basecamp |
Choosing Your Value Metric
Ask: "As a customer uses more of [metric], do they get more value?"
- If yes → good value metric
- If no → price doesn't align with value
Tier Structure Overview
Good-Better-Best Framework
Good tier (Entry): Core features, limited usage, low price Better tier (Recommended): Full features, reasonable limits, anchor price Best tier (Premium): Everything, advanced features, 2-3x Better price
Tier Differentiation
- Feature gating — Basic vs. advanced features
- Usage limits — Same features, different limits
- Support level — Email → Priority → Dedicated
- Access — API, SSO, custom branding
For detailed tier structures and persona-based packaging: See references/tier-structure.md
Pricing Research
Van Westendorp Method
Four questions that identify acceptable price range:
- Too expensive (wouldn't consider)
- Too cheap (question quality)
- Expensive but might consider
- A bargain
Analyze intersections to find optimal pricing zone.
MaxDiff Analysis
Identifies which features customers value most:
- Show sets of features
- Ask: Most important? Least important?
- Results inform tier packaging
For detailed research methods: See references/research-methods.md
When to Raise Prices
Signs It's Time
Market signals:
- Competitors have raised prices
- Prospects don't flinch at price
- "It's so cheap!" feedback
Business signals:
- Very high conversion rates (>40%)
- Very low churn (<3% monthly)
- Strong unit economics
Product signals:
- Significant value added since last pricing
- Product more mature/stable
Price Increase Strategies
- Grandfather existing — New price for new customers only
- Delayed increase — Announce 3-6 months out
- Tied to value — Raise price but add features
- Plan restructure — Change plans entirely
Pricing Page Best Practices
Above the Fold
- Clear tier comparison table
- Recommended tier highlighted
- Monthly/annual toggle
- Primary CTA for each tier
Common Elements
- Feature comparison table
- Who each tier is for
- FAQ section
- Annual discount callout (17-20%)
- Money-back guarantee
- Customer logos/trust signals
Pricing Psychology
- Anchoring: Show higher-priced option first
- Decoy effect: Middle tier should be best value
- Charm pricing: $49 vs. $50 (for value-focused)
- Round pricing: $50 vs. $49 (for premium)
Pricing Checklist
Before Setting Prices
- Defined target customer personas
- Researched competitor pricing
- Identified your value metric
- Conducted willingness-to-pay research
- Mapped features to tiers
Pricing Structure
- Chosen number of tiers
- Differentiated tiers clearly
- Set price points based on research
- Created annual discount strategy
- Planned enterprise/custom tier
Task-Specific Questions
- What pricing research have you done?
- What's your current ARPU and conversion rate?
- What's your primary value metric?
- Who are your main pricing personas?
- Are you self-serve, sales-led, or hybrid?
- What pricing changes are you considering?
Related Skills
- churn-prevention: For cancel flows, save offers, and reducing revenue churn
- page-cro: For optimizing pricing page conversion
- copywriting: For pricing page copy
- marketing-psychology: For pricing psychology principles
- ab-test-setup: For testing pricing changes
- revops: For deal desk processes and pipeline pricing
- sales-enablement: For proposal templates and pricing presentations
Source
git clone https://github.com/coreyhaines31/marketingskills/tree/main/skills/pricing-strategyView on GitHub Overview
Pricing Strategy helps you design monetization that captures value, supports growth, and aligns with what customers are willing to pay. It centers on value-based pricing, scalable value metrics, and a structured tier approach to differentiate features and usage.
How This Skill Works
Begin with product-market context and the core value delivered. Define a scalable value metric (e.g., per user, per usage, per transaction) and craft a tier structure using the Good-Better-Best framework to anchor price points. Validate pricing with tests and customer feedback, and consider willingness-to-pay methods like Van Westendorp to refine willingness to pay.
When to Use It
- Figuring out what to charge for your SaaS product or monetization strategy.
- Designing pricing tiers, including freemium or free trial concepts, and packaging.
- Planning a price increase or evaluating annual versus monthly billing.
- Choosing a value metric that scales with customer value (per user, per usage, per transaction, etc.).
- Optimizing for growth, revenue, or profitability while moving upmarket or expanding downmarket.
Quick Start
- Step 1: Map the core value you deliver and identify a scalable value metric (e.g., per user, per usage, per transaction).
- Step 2: Design Good-Better-Best tiers with distinct features, limits, and support levels; set anchor price points.
- Step 3: Pilot pricing with real customers, run willingness-to-pay tests if possible, and iterate based on conversions and churn.
Best Practices
- Base price on the customer's perceived value and the next best alternative, not just cost to serve.
- Choose a value metric that aligns with value delivered, scales with usage, and is easy to understand.
- Use a Good-Better-Best tier framework with clear feature gates, usage limits, and support differences.
- Define packaging, usage limits, and access (API, SSO, branding) to differentiate tiers.
- Test pricing with willingness-to-pay methods (e.g., Van Westendorp) and iterate based on feedback and metrics like ARPU and churn.
Example Use Cases
- Slack: per user/seat pricing for collaboration tools.
- AWS: per usage pricing that scales with consumption.
- Mailchimp: per contact/record pricing for email tools.
- Stripe: per transaction pricing for payments.
- Basecamp: flat fee pricing for simple access.
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