pricing-prd
Pricing PRD (Tactical)
Overview
A pricing PRD is the tactical artifact that converts a pricing strategy into a shipped change. Where business-growth/pricing-strategy/ decides "we are moving from per-seat to per-usage and adding an enterprise tier", a pricing PRD decides "here is the page, the experiment, the rollout, and the rollback". Most PMs underinvest in this artifact — they treat pricing as a marketing problem until the rollout breaks revenue.
This skill is opinionated about the structure of a pricing PRD (distinct from a feature PRD), the discipline of pricing experiments (small samples + revenue sensitivity == high risk of false-positive readouts), grandfathering and communication (the most-often-skipped sections that cause the most damage), A/B testing pricing without confusing customers or violating consumer-law principles, and rollback criteria written in advance rather than improvised under pressure. The frameworks behind it: Patrick Campbell's "Pricing as a feature", Ramanujam's Monetizing Innovation, Van Westendorp's Price Sensitivity Meter, Reforge pricing experimentation, and Stripe's pricing-page patterns.
Core Capabilities
- PRD structure — the 13-section pricing PRD: pricing model, packaging, grandfathering, communication plan, A/B design, rollback, regional pricing, on top of the standard PRD spine.
- Pricing model & packaging decisions — tier / usage / hybrid / per-seat / outcome-based selection with rationale; value carriers, tier boundaries, trial mechanisms.
- Willingness-to-pay research — Van Westendorp, conjoint, and revealed-preference experiments.
- Experiment discipline — hypothesis, primary metric, MDE, sample size, holdout, stop conditions, mix-shift detection.
- Risk management — grandfathering policy, multi-channel communication plan, pre-written rollback thresholds, regional/compliance decisions.