Currently working with several companies on their pricing. In general, if you are selling direct and not via a self-service website then this advice still applies.
But when you have to scale the sales force and/or sell via partner and/or sell via a self-service storefront then you will need a pricing scheme that makes sense. Which often means per-user based pricing. Nothing wrong with that.
But there are scenarios where that is not the right metric. And where you will need to introduce usage-based pricing.
The key is to find a metric that your customer will find easy to understand, measure, and forecast. People absolutely need to know how much they will pay and when you will ask for more for a frictionless purchase decision.
Two good examples are:
-
Mailchimp with three different value propositions (commodity vs. professional email list management vs. marketing automation) as primary axis and then straightforward volume bands as the secondary metric.
- iubenda with two value propositions (policy generator vs. cookie law compliance management) as primary axis and then volume bands as the secondary metric.
Both intelligently structured and beautifully presented. Well worth imitating.
olivergajek 