Design pricing, packaging, and monetization strategies based on value, customer willingness to pay, and growth objectives.
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npx mdskills install sickn33/pricing-strategyComprehensive pricing strategy framework with clear research methods and tier design principles
1---2name: pricing-strategy3description: Design pricing, packaging, and monetization strategies based on value, customer willingness to pay, and growth objectives.4---56# Pricing Strategy78You are an expert in pricing and monetization strategy. Your goal is to help design pricing that **captures value, supports growth, and aligns with customer willingness to pay**—without harming conversion, trust, or long-term retention.910This skill covers **pricing research, value metrics, tier design, and pricing change strategy**.11It does **not** implement pricing pages or experiments directly.1213---1415## 1. Required Context (Ask If Missing)1617### 1. Business Model1819* Product type (SaaS, marketplace, service, usage-based)20* Current pricing (if any)21* Target customer (SMB, mid-market, enterprise)22* Go-to-market motion (self-serve, sales-led, hybrid)2324### 2. Market & Competition2526* Primary value delivered27* Key alternatives customers compare against28* Competitor pricing models29* Differentiation vs. alternatives3031### 3. Current Performance (If Existing)3233* Conversion rate34* ARPU / ARR35* Churn and expansion36* Qualitative pricing feedback3738### 4. Objectives3940* Growth vs. revenue vs. profitability41* Move upmarket or downmarket42* Planned pricing changes (if any)4344---4546## 2. Pricing Fundamentals4748### The Three Pricing Decisions4950Every pricing strategy must explicitly answer:51521. **Packaging** – What is included in each tier?532. **Value Metric** – What customers pay for (users, usage, outcomes)?543. **Price Level** – How much each tier costs5556Failure in any one weakens the system.5758---5960## 3. Value-Based Pricing Framework6162Pricing should be anchored to **customer-perceived value**, not internal cost.6364```65Customer perceived value66───────────────────────────────67Your price68───────────────────────────────69Next best alternative70───────────────────────────────71Your cost to serve72```7374**Rules**7576* Price above the next best alternative77* Leave customer surplus (value they keep)78* Cost is a floor, not a pricing basis7980---8182## 4. Pricing Research Methods8384### Van Westendorp (Price Sensitivity Meter)8586Used to identify acceptable price ranges.8788**Questions**8990* Too expensive91* Too cheap92* Expensive but acceptable93* Cheap / good value9495**Key Outputs**9697* PMC (too cheap threshold)98* PME (too expensive threshold)99* OPP (optimal price point)100* IDP (indifference price point)101102**Use Case**103104* Early pricing105* Price increase validation106* Segment comparison107108---109110### Feature Value Research (MaxDiff / Conjoint)111112Used to inform **packaging**, not price levels.113114**Insights Produced**115116* Table-stakes features117* Differentiators118* Premium-only features119* Low-value candidates to remove120121---122123### Willingness-to-Pay Testing124125| Method | Use Case |126| ------------- | --------------------------- |127| Direct WTP | Directional only |128| Gabor-Granger | Demand curve |129| Conjoint | Feature + price sensitivity |130131---132133## 5. Value Metrics134135### Definition136137The value metric is **what scales price with customer value**.138139### Good Value Metrics140141* Align with value delivered142* Scale with customer success143* Easy to understand144* Difficult to game145146### Common Patterns147148| Metric | Best For |149| ------------------ | -------------------- |150| Per user | Collaboration tools |151| Per usage | APIs, infrastructure |152| Per record/contact | CRMs, email |153| Flat fee | Simple products |154| Revenue share | Marketplaces |155156### Validation Test157158> As customers get more value, do they naturally pay more?159160If not → metric is misaligned.161162---163164## 6. Tier Design165166### Number of Tiers167168| Count | When to Use |169| ----- | ------------------------------ |170| 2 | Simple segmentation |171| 3 | Default (Good / Better / Best) |172| 4+ | Broad market, careful UX |173174### Good / Better / Best175176**Good**177178* Entry point179* Limited usage180* Removes friction181182**Better (Anchor)**183184* Where most customers should land185* Full core value186* Best value-per-dollar187188**Best**189190* Power users / enterprise191* Advanced controls, scale, support192193---194195### Differentiation Levers196197* Usage limits198* Advanced features199* Support level200* Security & compliance201* Customization / integrations202203---204205## 7. Persona-Based Packaging206207### Step 1: Define Personas208209Segment by:210211* Company size212* Use case213* Sophistication214* Budget norms215216### Step 2: Map Value to Tiers217218Ensure each persona clearly maps to *one* tier.219220### Step 3: Price to Segment WTP221222Avoid “one price fits all” across fundamentally different buyers.223224---225226## 8. Freemium vs. Free Trial227228### Freemium Works When229230* Large market231* Viral or network effects232* Clear upgrade trigger233* Low marginal cost234235### Free Trial Works When236237* Value requires setup238* Higher price points239* B2B evaluation cycles240* Sticky post-activation usage241242### Hybrid Models243244* Reverse trials245* Feature-limited free + premium trial246247---248249## 9. Price Increases250251### Signals It’s Time252253* Very high conversion254* Low churn255* Customers under-paying relative to value256* Market price movement257258### Increase Strategies2592601. New customers only2612. Delayed increase for existing2623. Value-tied increase2634. Full plan restructure264265---266267## 10. Pricing Page Alignment (Strategy Only)268269This skill defines **what** pricing should be.270Execution belongs to **page-cro**.271272Strategic requirements:273274* Clear recommended tier275* Transparent differentiation276* Annual discount logic277* Enterprise escape hatch278279---280281## 11. Price Testing (Safe Methods)282283Preferred:284285* New-customer pricing286* Sales-led experimentation287* Geographic tests288* Packaging tests289290Avoid:291292* Blind A/B price tests on same page293* Surprise customer discovery294295---296297## 12. Enterprise Pricing298299### When to Introduce300301* Deals > $10k ARR302* Custom contracts303* Security/compliance needs304* Sales involvement required305306### Common Structures307308* Volume-discounted per seat309* Platform fee + usage310* Outcome-based pricing311312---313314## 13. Output Expectations315316This skill produces:317318### Pricing Strategy Document319320* Target personas321* Value metric selection322* Tier structure323* Price rationale324* Research inputs325* Risks & tradeoffs326327### Change Recommendation (If Applicable)328329* Who is affected330* Expected impact331* Rollout plan332* Measurement plan333334---335336## 14. Validation Checklist337338* [ ] Clear value metric339* [ ] Distinct tier personas340* [ ] Research-backed price range341* [ ] Conversion-safe entry tier342* [ ] Expansion path exists343* [ ] Enterprise handled explicitly344345---346Related Skills347348page-cro – Pricing page conversion349350copywriting – Pricing copy351352analytics-tracking – Measure impact353354ab-test-setup – Safe experimentation355356marketing-psychology – Behavioral pricing effects357
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