Money, pricing & model

How do I decide how much to charge for my product?

The short answer

Stop guessing and stop pricing off your costs, price off the value the customer gets and their willingness to pay. Talk to customers about pricing, look at what comparable tools charge, and start higher than feels comfortable; almost every founder underprices. Price is a lever you're meant to keep pulling, not a one-time decision.

Go deeper, your way

3 hand-picked resources, 3 link-checked. Pick how you want to dig in.

▶️ Video
✓ Link checked Free Beginner

Why we picked it Kevin Hale's YC lecture is the clearest introduction to pricing first principles and the mistakes founders repeat. The pricing-thermometer framework (cost, price, value) is worth the watch alone.

Startup Pricing 101

On ycombinator.com by Kevin Hale (Y Combinator) ~35 min video + transcript

  • The most common pricing mistake is charging far too little
  • Price sits between your cost and the value delivered, anchor to value
  • Small price increases often have an outsized impact on your ability to grow
Open ycombinator.com →
📄 Article
✓ Link checked Free Intermediate

Why we picked it Patrick Campbell built ProfitWell on pricing data from thousands of companies, and this is the single best free deep-dive on SaaS pricing strategy. It's the canonical starting point for value metrics, segments, and packaging.

Pricing Your SaaS Product

From lennysnewsletter.com by Patrick Campbell (ProfitWell), via Lenny's Newsletter long-form guide

  • Get your value metric right and you can afford to get other things wrong
  • Pricing is built on quantified buyer personas and willingness to pay
  • Optimize pricing quarterly, it's an ongoing process, not a one-time decision
Open lennysnewsletter.com →
📄 Article
✓ Link checked Freemium Intermediate

Why we picked it The most concrete guide to actually measuring what customers will pay, including survey methods and tier design. It turns pricing from guesswork into a research-driven process.

The Ultimate Guide to Willingness to Pay

From lennysnewsletter.com by Lenny Rachitsky & Patrick Campbell long-form guide

  • Measure willingness to pay directly through structured customer research
  • Design tiers around distinct customer segments, not arbitrary feature bundles
  • Localize pricing by market and currency to capture willingness to pay everywhere
Open lennysnewsletter.com →

People also ask

What is a value metric and why does it matter for pricing? Your value metric is what you charge for, per seat, per email sent, per GB, per transaction, and getting it right matters more than the actual numb... Intermediate 2 resources → How many pricing tiers should I have and how should I package them? Three tiers is the sweet spot: a clear entry plan, a 'most people pick this' middle tier, and a premium tier that makes the middle look reasonable.... Intermediate 3 resources → Am I charging too little for my product? Almost certainly yes, underpricing is the single most common startup pricing mistake. If nobody ever pushes back on your price, it's too low; you w... Beginner 3 resources → How do I raise prices without losing my existing customers? Grandfather existing customers for a while, announce increases early and honestly, and tie the raise to added value. Most founders massively overes... Intermediate 3 resources → How should I price for the Indian market versus global customers? Don't just convert dollars to rupees, India is price-sensitive, so localize with lower entry tiers, annual plans, and UPI-friendly billing, then ch... Intermediate 3 resources → How do I actually run a pricing conversation on a sales call without freezing when they ask 'what does it cost'? Say the number plainly, then stop talking. Founders lose deals by apologizing for the price or immediately offering a discount before the buyer has... Beginner 3 resources →

Also in D2C

The same ground, over in Money, pricing & unit economics, our D2C track.

I'm not a finance person, what books/records do I actually need to keep from day one? At minimum: a sales register (every order, with GST split if applicable), a purchase/expense register (raw materials, ads, shipping, software), a b... 3 resources → What is cohort analysis, and why does it matter more than a single repeat-rate number? Cohort analysis groups customers by when they first bought and tracks how each group behaves over time - so instead of one blended '35% repeat rate... 3 resources →

Also in How Founders Use AI

How founders actually use AI for this, over in Finance & Accounting.

How do founders use AI for bookkeeping, invoicing, runway and burn analysis? Founders now hand AI the boring parts of finance: reading supplier invoices from email, categorizing bank transactions, drafting collection emails ... 4 resources → Why build financial models with AI instead of from a blank spreadsheet? Because the AI already knows the structure, how an income statement links to a balance sheet and cash flow, what assumptions a SaaS or D2C model ne... 4 resources →

Also in GTM

The same ground, over in Close deals and price right, our GTM track.

I have a call booked with a real prospect tomorrow. What do I do on it? Ask questions and shut up. Gong's analysis of more than half a million calls found the sweet spot is somewhere around eleven to fourteen questions,... 4 resources → I have no idea what to charge. How do I pick a first price? Find the right order of magnitude first and stop arguing about the exact number. Are you a ten dollar product, a hundred dollar product, a thousand... 4 resources →
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