{"id":"0325247d-e868-46eb-b812-6a19f12c6586","shortId":"VsvKGz","kind":"skill","title":"pricing-strategy","tagline":"When the user wants help with pricing decisions, packaging, monetization strategy, or subscription models. Also use when the user mentions 'pricing', 'price', 'monetization', 'freemium', 'Van Westendorp', 'how much should I charge', 'pricing tiers', 'good-better-best', 'SaaS pric","description":"# Pricing Strategy\n\nYou are an expert in pricing and monetization strategy. Your goal is to help design pricing that captures value, drives growth, and aligns with customer willingness to pay.\n\n## On Activation\n\n1. Check if `brand/` directory exists in the project root\n2. If it exists, read `brand/positioning.md`, `brand/audience.md`, and `brand/competitors.md` for context\n3. Use that context and only ask for information not already covered or specific to this task\n\n---\n\n## Agent Workflow\n\nFollow these phases in order. Do not skip phases.\n\n### Phase 1: Gather Context\n\nAsk these questions (skip any already answered by brand/ files):\n\n**Business Context:**\n- What type of product? (SaaS, marketplace, e-commerce, service, app)\n- What's your current pricing (if any)?\n- What's your target market? (SMB, mid-market, enterprise, consumer)\n- What's your go-to-market motion? (self-serve, sales-led, hybrid)\n\n**Value and Competition:**\n- What's the primary value you deliver?\n- What alternatives do customers consider?\n- How do competitors price?\n\n**Current Performance (if applicable):**\n- Current conversion rate, ARPU, churn rate?\n- Any feedback on pricing from customers/prospects?\n\n**Goals:**\n- Optimizing for growth, revenue, or profitability?\n- Moving upmarket or expanding downmarket?\n\n### Phase 2: Research Competitors\n\nIf web search is available (Exa MCP or firecrawl), research competitor pricing:\n- Find 3-5 direct competitors' pricing pages\n- Document their tiers, price points, value metrics, and positioning\n- Identify gaps and opportunities\n\n**If web search is unavailable:** Ask the user to provide competitor pricing tiers directly. Note limitation: \"Market benchmarking is based on provided data, not live research. Validate competitor pricing before finalizing strategy.\"\n\n### Phase 3: Identify Value Metric\n\nUsing the fundamentals below, determine the right value metric. Ask: \"As a customer uses more of [metric], do they get more value?\" If yes, it's a good metric.\n\n### Phase 4: Design Tier Structure\n\nUsing [references/tier-structure.md](references/tier-structure.md), design tiers:\n- Choose number of tiers (default: 3 Good-Better-Best)\n- Map features to tiers based on persona needs\n- Differentiate tiers clearly (feature gating, usage limits, support level)\n\n### Phase 5: Set Price Points\n\nApply value-based pricing:\n- **Ceiling:** Customer's perceived value\n- **Your price:** Between alternatives and perceived value\n- **Floor:** Next best alternative\n- Apply pricing psychology (anchoring, charm pricing, round pricing)\n\n### Phase 6: Write Deliverable\n\nWrite `marketing/pricing/strategy.md` using this template:\n\n```markdown\n# Pricing Strategy: [Product Name]\n\n## Overview\n- **Product type:** [SaaS / Marketplace / etc.]\n- **Target market:** [SMB / Enterprise / Consumer]\n- **Go-to-market:** [Self-serve / Sales-led / Hybrid]\n- **Optimizing for:** [Growth / Revenue / Profitability]\n\n## Value Metric\n- **Metric:** [What you charge for]\n- **Why:** [How it aligns with value delivered]\n- **Scales with:** [What grows as customer gets more value]\n\n## Competitive Landscape\n| Competitor | Lowest Tier | Mid Tier | Highest Tier | Value Metric |\n|------------|-------------|----------|--------------|--------------|\n| [Name] | [Price] | [Price] | [Price] | [Metric] |\n\n## Recommended Tier Structure\n\n### [Tier 1 Name] — $[Price]/mo\n- **For:** [Target persona]\n- **Includes:** [Key features and limits]\n- **Purpose:** [Why this tier exists]\n\n### [Tier 2 Name] — $[Price]/mo (Recommended)\n- **For:** [Target persona]\n- **Includes:** [Key features and limits]\n- **Purpose:** [Why this tier exists]\n\n### [Tier 3 Name] — $[Price]/mo\n- **For:** [Target persona]\n- **Includes:** [Key features and limits]\n- **Purpose:** [Why this tier exists]\n\n## Pricing Psychology Applied\n- **Anchoring:** [How highest tier anchors perception]\n- **Recommended badge:** [Which tier and why]\n- **Annual discount:** [% and rationale]\n\n## Price Increase Strategy\n[When and how to raise prices as product matures]\n\n## Risks and Mitigations\n| Risk | Mitigation |\n|------|------------|\n| [e.g., Too cheap signals low quality] | [e.g., Round pricing, premium positioning] |\n```\n\n### Phase 7: Handoff\n\nTell the user: \"Pricing strategy written to `marketing/pricing/strategy.md`. Here's the summary: [2-3 sentences with specific price recommendations]. Suggested next steps: [specific skills].\"\n\nRecommend related skills:\n- Need a pricing page? → /page-cro\n- Cancel flow and churn prevention? → /churn-prevention\n- Psychology for pricing page? → /marketing-psychology\n- Need to validate with research? → See [references/research-methods.md](references/research-methods.md)\n\n---\n\n## Pricing Fundamentals\n\n### The Three Pricing Axes\n\n**1. Packaging** -- What's included at each tier?\n- Features, limits, support level\n- How tiers differ from each other\n\n**2. Pricing Metric** -- What do you charge for?\n- Per user, per usage, flat fee\n- How price scales with value\n\n**3. Price Point** -- How much do you charge?\n- The actual dollar amounts\n- Perceived value vs. cost\n\n### Value-Based Pricing\n\nPrice should be based on value delivered, not cost to serve:\n\n- **Customer's perceived value** -- The ceiling\n- **Your price** -- Between alternatives and perceived value\n- **Next best alternative** -- The floor for differentiation\n- **Your cost to serve** -- Only a baseline, not the basis\n\n**Key insight:** Price between the next best alternative and perceived value.\n\n---\n\n## Value Metrics\n\n### What is a Value Metric?\n\nThe value metric is what you charge for -- it should scale with the value customers receive.\n\n**Good value metrics:**\n- Align price with value delivered\n- Are easy to understand\n- Scale as customer grows\n- Are hard to game\n\n### Common Value Metrics\n\n| Metric | Best For | Example |\n|--------|----------|---------|\n| Per user/seat | Collaboration tools | Slack, Notion |\n| Per usage | Variable consumption | AWS, Twilio |\n| Per contact/record | CRM, email tools | Email platforms |\n| Per transaction | Payments, marketplaces | Stripe |\n| Flat fee | Simple products | Basecamp |\n\n### Choosing Your Value Metric\n\nAsk: \"As a customer uses more of [metric], do they get more value?\"\n- If yes -> good value metric\n- If no -> price doesn't align with value\n\n---\n\n## Brand Integration\n\n- **positioning.md** -> Premium positioning supports premium pricing. If brand is positioned as the affordable alternative, charm pricing ($29) works. If positioned as the premium choice, round pricing ($100) signals quality.\n- **audience.md** -> Willingness to pay varies by persona. Enterprise buyers care about ROI, not price. Indie developers care about value per dollar. Price anchoring targets the persona's reference points.\n- **competitors.md** -> Competitor pricing sets the reference frame. Price above competitors only if positioning justifies it. Price below only if you can sustain the margin.\n\n---\n\n## Tier Structure Overview\n\n### Good-Better-Best Framework\n\n**Good tier (Entry):** Core features, limited usage, low price\n**Better tier (Recommended):** Full features, reasonable limits, anchor price\n**Best tier (Premium):** Everything, advanced features, 2-3x Better price\n\n### Tier Differentiation\n\n- **Feature gating** -- Basic vs. advanced features\n- **Usage limits** -- Same features, different limits\n- **Support level** -- Email -> Priority -> Dedicated\n- **Access** -- API, SSO, custom branding\n\n**For detailed tier structures and persona-based packaging**: See [references/tier-structure.md](references/tier-structure.md)\n\n---\n\n## Pricing Research\n\n### Van Westendorp Method\n\nFour questions that identify acceptable price range:\n1. Too expensive (wouldn't consider)\n2. Too cheap (question quality)\n3. Expensive but might consider\n4. A bargain\n\nAnalyze intersections to find optimal pricing zone.\n\n### MaxDiff Analysis\n\nIdentifies which features customers value most:\n- Show sets of features\n- Ask: Most important? Least important?\n- Results inform tier packaging\n\n**For detailed research methods**: See [references/research-methods.md](references/research-methods.md)\n\n---\n\n## When to Raise Prices\n\n### Signs It's Time\n\n**Market signals:**\n- Competitors have raised prices\n- Prospects don't flinch at price\n- \"It's so cheap!\" feedback\n\n**Business signals:**\n- Very high conversion rates (>40%)\n- Very low churn (<3% monthly)\n- Strong unit economics\n\n### Price Increase Strategies\n\n1. **Grandfather existing** -- New price for new customers only\n2. **Delayed increase** -- Announce 3-6 months out\n3. **Tied to value** -- Raise price but add features\n4. **Plan restructure** -- Change plans entirely\n\n---\n\n## Pricing Page Best Practices\n\n### Above the Fold\n- Clear tier comparison table\n- Recommended tier highlighted\n- Monthly/annual toggle\n- Primary CTA for each tier\n\n### Common Elements\n- Feature comparison table\n- Who each tier is for\n- FAQ section\n- Annual discount callout (17-20%)\n- Money-back guarantee\n- Customer logos/trust signals\n\n### Pricing Psychology\n- **Anchoring:** Show higher-priced option first\n- **Decoy effect:** Middle tier should be best value\n- **Charm pricing:** $49 vs. $50 (for value-focused)\n- **Round pricing:** $50 vs. $49 (for premium)\n\n---\n\n## Anti-Patterns\n\n| Anti-pattern | Why it fails | Instead |\n|-------------|-------------|---------|\n| Copying competitor pricing without analysis | Competitors may be mispriced themselves, or their positioning may not match yours — copying inherits their mistakes | Research competitors to understand their positioning, then price based on YOUR value |\n| Recommending prices without understanding the value metric | Without knowing what customers pay for, tier boundaries are arbitrary and upgrades feel forced | Always identify the value metric first — price follows value |\n| Skipping competitor research and guessing market rates | Users make real business decisions on this output — unresearched numbers can cost thousands in lost revenue | Use Exa MCP or ask user for competitor data before setting price points |\n| Producing generic \"charge more\" advice | Vague advice is indistinguishable from a blog post — the user came here for specific, actionable numbers | Commit to specific numbers with justification tied to research |\n| Recommending 5+ tiers for a new product | Paradox of choice — too many tiers causes decision paralysis and increases support complexity | Start with 3 tiers (Good-Better-Best). Add complexity only when data supports it |\n| Ignoring brand positioning when setting price points | A premium brand using charm pricing ($29) undercuts its own authority; a budget brand using round pricing ($100) alienates its audience | Premium positioning = round pricing. Budget positioning = charm pricing. Always align |\n\n---\n\n## Pricing Checklist\n\n### Before Setting Prices\n- [ ] Defined target customer personas\n- [ ] Researched competitor pricing (use Exa MCP or firecrawl)\n- [ ] Identified your value metric\n- [ ] Conducted willingness-to-pay research\n- [ ] Mapped features to tiers\n\n### Pricing Structure\n- [ ] Chosen number of tiers\n- [ ] Differentiated tiers clearly\n- [ ] Set price points based on research\n- [ ] Created annual discount strategy\n- [ ] Planned enterprise/custom tier\n\n---\n\n## Related Skills\n\n- **churn-prevention**: For cancel flows, save offers, and reducing revenue churn\n- **page-cro**: For optimizing pricing page conversion\n- **marketing-psychology**: For pricing psychology 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