Section 01
Pricing simulation is about resistance, not compliments
A pricing test should reveal when a price becomes unacceptable, what value would justify the next tier, who owns the budget, and which users disappear as price increases. Asking whether a price is 'reasonable' produces polite answers; comparing trade-offs produces useful signal.
Section 02
Test the ladder and the package together
| Test | What to learn |
|---|---|
| $19 / $29 / $49 / $99 ladder | Where resistance changes by segment |
| Seat-based vs usage-based | Which pricing metric matches perceived value |
| Free trial vs paid pilot | What proof is needed before payment |
| Basic / Pro / Enterprise | Which feature boundaries create upgrade intent |
Use Van Westendorp or Gabor-Granger questions for structured direction, then compare the results by income, role, company size, and buyer authority. The average price is less valuable than the segment where willingness to pay collapses.
Section 03
The responsible pricing sequence
- Simulate several ladders and packages to identify the viable range.
- Interview real buyers about the value metric and approval process.
- Run a live pricing or offer test on the strongest two options.
- Monitor retention and expansion; stated willingness to pay is not realized willingness to pay.
FAQ
Frequently asked questions
It can narrow the range and reveal segment-level elasticity and objections. Confirm the final price with real buyers, experiments, retention, and revenue data.