Pricing & Packaging

Design tiers that price to value and make the upgrade path obvious — then model the ARPU so the structure is something you can defend.

When to use

When setting prices for a new product or revisiting tiers that grew by accident, when packaging is unclear and buyers can't tell which plan is for them, or when the team is discounting constantly or leaving money on the table.

Before you start

1. Read the brand/product context first. Pull the ICP/segments and what each values, the differentiator, and proof from .agents/product-marketing.md. If positioning/value isn't settled, run positioning-statement and value-proposition first — price follows value.
2. Gather inputs: a rough sense of willingness to pay and what competitors charge (mark these (assumption — confirm) if estimated).
3. Confirm the objective: a defensible tier structure. (If the question is really "can we afford our CAC?", that's unit-economics.)

Method

Price to value, not cost — cost sets a floor, not the price. Pick the value metric that scales with the customer's value (seats, usage, outcomes), and let packaging follow it. Build good-better-best tiers where the most-wanted features drive upgrades and the top tier anchors the others, then model the blended ARPU and cross-check it against unit economics.

Workflow