Pricing Strategy Template
Establish a pricing atrategry to acquire and retain customers.
Why use this template?
We hired a consulting agency to help our venture-backed, B2B SaaS company determine an effective pricing strategy.
They spent 8 weeks with us. They ran us through various pricing exercises, conducted customer surveys, and researched the competitive landscape.
It was truly an exhaustive process that cost us $40,000.
We ultimately decided to change our pricing model and our revenue grew an incremental 5%. At the time, that equalled a $500,000 increase in revenue on a base of $10 million. So, it turned out to be a worthwhile investment for us.
However, it doesn't always turn out that way.
My hope is that this Pricing Strategy Template gets you to the same outcome without having to spend tens of thousands of dollars on expensive consultants.
What's inside the template
Click "Add to Cart" on the right. Then checkout. You will immediately receive a link to the Google Sheet Template, which you can also convert into a Pricing Strategy Template in excel.
The template includes the following tabs:
- Instructions: instructions on how to use this template most effectively.
- Pricing Strategies Glossary: a comprehensive list of pricing strategies to consider for your business.
- Willingness to Pay (WTP) Survey: a list of questions to ask your customers/focus groups to understand their willingness to pay for your product.
- Pricing Strategy Template: a blank template to plug in your pricing assumptions to determine how various pricing strategies would impact revenue.
- Pricing Strategy Example: a fully populated pricing strategy template for a venture-backed, B2B SaaS company to use as inspiration.
- BONUS Go-to-Market Checklist: a step by step list of activities to complete when going to market with a new product.
How to use this template
Based on my experience, here's how I recommend you develop your unique pricing strategy. Take these 8 steps in sequential order:
- First, review the contents of this template. Review each tab to familiarize yourself with the information.
- Study the different pricing strategies that I’ve included in the glossary tab.
- Determine the goal of your pricing. Are you trying to maximize revenue? Acquire market share? Create a new market? Your goal will direct you to the preferred strategy.
- Evaluate the various pricing strategies against your stated goal.
- Send the Willingness to Pay survey to your existing customers and/or a focus group of target customer participants.
- Use the outcome of the survey and the pricing strategy template to test key assumptions of various pricing strategies and it’s impact on revenue.
- Make a selection and test the pricing with certain cohorts to see how they perform against your current pricing model.
- Continue to evaluate and test new pricing assumptions at minimum once per year.
Pricing is often overlooked and underestimated as a growth driver.
At one point, having made little to no improvement to our product, we just raised prices.
Some customers churned. But, the net effect was that revenue went up and retention of the customers that stuck around, actually went up too.
Click “Add to Cart” on the right and then checkout. You will receive a link to the Google Sheet to make it your own.
If you run a go-to-market team at a B2B SaaS company, you may also value these templates as well:
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Top reviews from SaaS Executives
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
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Work with us to develop a custom sales and marketing playbook tailored specifically to your company. We’ll collaborate with you to define a winning strategy and tactics, leaving you laser-focused on execution and results. No guesswork—just clear, actionable steps designed for growth.
