Ask a founder how they set their price and the answer is often some version of "we looked at competitors and went a bit lower". That price made sense when the product was new and the founder needed yeses.
The problem is that the price stays. It quietly limits revenue per customer, and with it how much you can afford to spend acquiring each one. Many growth plateaus are partly pricing plateaus.
Signs your price is too low
- Customers rarely push back on price in sales calls.
- Your best customers use far more than your plan assumes.
- You can't afford the channels that would reach your best buyers.
Moving it safely
Talk to customers about value before you talk about price: what changed for them, and what it was worth. Build tiers around how different customers actually use the product. Test new prices on new customers first, and give existing customers notice and a reason.
Pricing is the fastest lever most companies never pull. A modest, well-handled increase often does more than a year of new campaigns.