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iblai-marketing-pricing-strategy

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UpdatedMay 12, 2026 at 16:08

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 should I charge,' 'my pricing is wrong,' 'pricing page,' 'annual vs monthly,' 'per seat pricing,' or 'should I offer a free plan.' Use this whenever someone is figuring out what to charge or how to structure their plans. For in-app upgrade screens, see iblai-marketing-paywall-upgrade-cro.

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iblai/vibe-marketing

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name	iblai-marketing-pricing-strategy
description	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 should I charge,' 'my pricing is wrong,' 'pricing page,' 'annual vs monthly,' 'per seat pricing,' or 'should I offer a free plan.' Use this whenever someone is figuring out what to charge or how to structure their plans. For in-app upgrade screens, see iblai-marketing-paywall-upgrade-cro.
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metadata	{"version":"1.1.0"}

/iblai-marketing-pricing-strategy

Design pricing that captures value, drives growth, and aligns with customer willingness to pay.

Step 0: Context Check

Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md on older setups) first. Only ask for what isn't there.

Pull this context:

1. Business Context

Product type (SaaS, marketplace, e-commerce, service)
Current pricing (if any)
Target market (SMB, mid-market, enterprise)
GTM motion (self-serve, sales-led, hybrid)

2. Value & Competition

Primary value you deliver
Alternatives customers consider
How competitors price

3. Current Performance

Current conversion rate
ARPU and churn rate
Customer/prospect feedback on pricing

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?

Actual dollar amounts
Perceived value vs. cost

Value-Based Pricing

Price 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?

What you charge for. It should scale with the value customers receive.

Good value metrics:

Align price with value delivered
Easy to understand
Scale as the customer grows
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

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

Tier structures and persona-based packaging: references/tier-structure.md.

Pricing Research

Van Westendorp Method

Four questions that identify the acceptable price range:

Too expensive (wouldn't consider)
Too cheap (question quality)
Expensive but might consider
A bargain

Analyze intersections to find the optimal pricing zone.

MaxDiff Analysis

Identifies which features customers value most:

Show sets of features
Ask: most important? Least important?
Results inform tier packaging

Detailed research methods: 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 is 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

Pricing research done?
Current ARPU and conversion rate?
Primary value metric?
Main pricing personas?
Self-serve, sales-led, or hybrid?
Pricing changes you're considering?

Related Skills

iblai-marketing-churn-prevention: Cancel flows, save offers, reducing revenue churn
iblai-marketing-page-cro: Pricing page conversion
iblai-marketing-copywriting: Pricing page copy
iblai-marketing-psychology: Pricing psychology principles
iblai-marketing-ab-test-setup: Testing pricing changes
iblai-marketing-revops: Deal desk processes and pipeline pricing
iblai-marketing-sales-enablement: Proposal templates and pricing presentations

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