Pricing Strategy

When to Use

Use this skill when the user wants help with pricing decisions, packaging, or monetization strategy. Also use when the user mentions 'pricing,' 'pricing tiers,' 'freemium,' 'free trial,' 'packaging,' 'price increase,' 'value metric,' 'Van Westendorp,' 'willingness to pay,' 'monetization,' 'how much...

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.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, 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

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:

1. Too expensive (wouldn't consider)
2. Too cheap (question quality)
3. Expensive but might consider
4. 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

…