pricing-strategy
starsforks
How to install pricing-strategy?
nguyenphp/antigravity-marketing/pricing-strategy
$npx -y skills add nguyenphp/antigravity-marketing --skill pricing-strategyDesign pricing, packaging, and monetization strategies based on value, customer willingness to pay, and growth objectives.
SKILL.md
| 1 | # Pricing Strategy |
| 2 | |
| 3 | You 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. |
| 4 | |
| 5 | This skill covers **pricing research, value metrics, tier design, and pricing change strategy**. |
| 6 | It does **not** implement pricing pages or experiments directly. |
| 7 | |
| 8 | --- |
| 9 | |
| 10 | ## 1. Required Context (Ask If Missing) |
| 11 | |
| 12 | ### 1. Business Model |
| 13 | |
| 14 | * Product type (SaaS, marketplace, service, usage-based) |
| 15 | * Current pricing (if any) |
| 16 | * Target customer (SMB, mid-market, enterprise) |
| 17 | * Go-to-market motion (self-serve, sales-led, hybrid) |
| 18 | |
| 19 | ### 2. Market & Competition |
| 20 | |
| 21 | * Primary value delivered |
| 22 | * Key alternatives customers compare against |
| 23 | * Competitor pricing models |
| 24 | * Differentiation vs. alternatives |
| 25 | |
| 26 | ### 3. Current Performance (If Existing) |
| 27 | |
| 28 | * Conversion rate |
| 29 | * ARPU / ARR |
| 30 | * Churn and expansion |
| 31 | * Qualitative pricing feedback |
| 32 | |
| 33 | ### 4. Objectives |
| 34 | |
| 35 | * Growth vs. revenue vs. profitability |
| 36 | * Move upmarket or downmarket |
| 37 | * Planned pricing changes (if any) |
| 38 | |
| 39 | --- |
| 40 | |
| 41 | ## 2. Pricing Fundamentals |
| 42 | |
| 43 | ### The Three Pricing Decisions |
| 44 | |
| 45 | Every pricing strategy must explicitly answer: |
| 46 | |
| 47 | 1. **Packaging** – What is included in each tier? |
| 48 | 2. **Value Metric** – What customers pay for (users, usage, outcomes)? |
| 49 | 3. **Price Level** – How much each tier costs |
| 50 | |
| 51 | Failure in any one weakens the system. |
| 52 | |
| 53 | --- |
| 54 | |
| 55 | ## 3. Value-Based Pricing Framework |
| 56 | |
| 57 | Pricing should be anchored to **customer-perceived value**, not internal cost. |
| 58 | |
| 59 | ``` |
| 60 | Customer perceived value |
| 61 | ─────────────────────────────── |
| 62 | Your price |
| 63 | ─────────────────────────────── |
| 64 | Next best alternative |
| 65 | ─────────────────────────────── |
| 66 | Your cost to serve |
| 67 | ``` |
| 68 | |
| 69 | **Rules** |
| 70 | |
| 71 | * Price above the next best alternative |
| 72 | * Leave customer surplus (value they keep) |
| 73 | * Cost is a floor, not a pricing basis |
| 74 | |
| 75 | --- |
| 76 | |
| 77 | ## 4. Pricing Research Methods |
| 78 | |
| 79 | ### Van Westendorp (Price Sensitivity Meter) |
| 80 | |
| 81 | Used to identify acceptable price ranges. |
| 82 | |
| 83 | **Questions** |
| 84 | |
| 85 | * Too expensive |
| 86 | * Too cheap |
| 87 | * Expensive but acceptable |
| 88 | * Cheap / good value |
| 89 | |
| 90 | **Key Outputs** |
| 91 | |
| 92 | * PMC (too cheap threshold) |
| 93 | * PME (too expensive threshold) |
| 94 | * OPP (optimal price point) |
| 95 | * IDP (indifference price point) |
| 96 | |
| 97 | **Use Case** |
| 98 | |
| 99 | * Early pricing |
| 100 | * Price increase validation |
| 101 | * Segment comparison |
| 102 | |
| 103 | --- |
| 104 | |
| 105 | ### Feature Value Research (MaxDiff / Conjoint) |
| 106 | |
| 107 | Used to inform **packaging**, not price levels. |
| 108 | |
| 109 | **Insights Produced** |
| 110 | |
| 111 | * Table-stakes features |
| 112 | * Differentiators |
| 113 | * Premium-only features |
| 114 | * Low-value candidates to remove |
| 115 | |
| 116 | --- |
| 117 | |
| 118 | ### Willingness-to-Pay Testing |
| 119 | |
| 120 | | Method | Use Case | |
| 121 | | ------------- | --------------------------- | |
| 122 | | Direct WTP | Directional only | |
| 123 | | Gabor-Granger | Demand curve | |
| 124 | | Conjoint | Feature + price sensitivity | |
| 125 | |
| 126 | --- |
| 127 | |
| 128 | ## 5. Value Metrics |
| 129 | |
| 130 | ### Definition |
| 131 | |
| 132 | The value metric is **what scales price with customer value**. |
| 133 | |
| 134 | ### Good Value Metrics |
| 135 | |
| 136 | * Align with value delivered |
| 137 | * Scale with customer success |
| 138 | * Easy to understand |
| 139 | * Difficult to game |
| 140 | |
| 141 | ### Common Patterns |
| 142 | |
| 143 | | Metric | Best For | |
| 144 | | ------------------ | -------------------- | |
| 145 | | Per user | Collaboration tools | |
| 146 | | Per usage | APIs, infrastructure | |
| 147 | | Per record/contact | CRMs, email | |
| 148 | | Flat fee | Simple products | |
| 149 | | Revenue share | Marketplaces | |
| 150 | |
| 151 | ### Validation Test |
| 152 | |
| 153 | > As customers get more value, do they naturally pay more? |
| 154 | |
| 155 | If not → metric is misaligned. |
| 156 | |
| 157 | --- |
| 158 | |
| 159 | ## 6. Tier Design |
| 160 | |
| 161 | ### Number of Tiers |
| 162 | |
| 163 | | Count | When to Use | |
| 164 | | ----- | ------------------------------ | |
| 165 | | 2 | Simple segmentation | |
| 166 | | 3 | Default (Good / Better / Best) | |
| 167 | | 4+ | Broad market, careful UX | |
| 168 | |
| 169 | ### Good / Better / Best |
| 170 | |
| 171 | **Good** |
| 172 | |
| 173 | * Entry point |
| 174 | * Limited usage |
| 175 | * Removes friction |
| 176 | |
| 177 | **Better (Anchor)** |
| 178 | |
| 179 | * Where most customers should land |
| 180 | * Full core value |
| 181 | * Best value-per-dollar |
| 182 | |
| 183 | **Best** |
| 184 | |
| 185 | * Power users / enterprise |
| 186 | * Advanced controls, scale, support |
| 187 | |
| 188 | --- |
| 189 | |
| 190 | ### Differentiation Levers |
| 191 | |
| 192 | * Usage limits |
| 193 | * Advanced features |
| 194 | * Support level |
| 195 | * Security & compliance |
| 196 | * Customization / integrations |
| 197 | |
| 198 | --- |
| 199 | |
| 200 | ## 7. Persona-Based Packaging |
| 201 | |
| 202 | ### Step 1: Define Personas |
| 203 | |
| 204 | Segment by: |
| 205 | |
| 206 | * Company size |
| 207 | * Use case |
| 208 | * Sophistication |
| 209 | * Budget norms |
| 210 | |
| 211 | ### Step 2: Map Value to Tiers |
| 212 | |
| 213 | Ensure each persona clearly maps to *one* tier. |
| 214 | |
| 215 | ### Step 3: Price to Segment WTP |
| 216 | |
| 217 | Avoid “one price fits all” across fundamentally different buyers. |
| 218 | |
| 219 | --- |
| 220 | |
| 221 | ## 8. Freemium vs. Free Trial |
| 222 | |
| 223 | ### Freemium Works When |
| 224 | |
| 225 | * Large market |
| 226 | * Viral or network effects |
| 227 | * Clear upgrade trigger |
| 228 | * Low marginal cost |
| 229 | |
| 230 | ### Free Trial Works When |
| 231 | |
| 232 | * Value requires setup |
| 233 | * Higher price points |
| 234 | * B2B evaluation cycles |
| 235 | * Sticky post-activation usage |
| 236 | |
| 237 | ### Hybrid Models |
| 238 | |
| 239 | * Reverse trials |
| 240 | * Feature-limited free + premium trial |
| 241 | |
| 242 | --- |
| 243 | |
| 244 | ## 9. Price Inc |
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