Pricing Strategy Designer
Pricing Strategy (Global)
Use when a price has to be set or changed — value-based pricing, anchoring, charm pricing, decoy tiers, good-better-best packaging, discount policy, and margin math, with currency psychology for US, EU, SEA, and LATAM plus dropshipping…
--- name: 17-pricing-strategy-global description: "Use when a price has to be set or changed — value-based pricing, anchoring, charm pricing, decoy tiers, good-better-best packaging, discount policy, and margin math, with currency psychology for US, EU, SEA, and LATAM plus dropshipping markup and BE-ROAS. Trigger on 'pricing strategy', 'how much should I charge', 'should I raise prices', 'price tiers', 'customers say it is too expensive', 'dropshipping markup'. Also use when the product is not selling and the user suspects price is the reason. Not for — bonuses, guarantee, and value stack around the price, see `31-offer-design-global`; persuasion beyond price, see `16-marketing-psychology-global`; ad budget math, see `10-reverse-kpi-global`." metadata: version: 1.0.1 category: strategy license: MIT triggers: - "pricing strategy" - "price positioning" - "charm pricing" - "pricing psychology" - "dropshipping markup" related: - product-marketing-context-global - 16-marketing-psychology-global - 29-dropshipping-mastery-global - references/global-currency-pricing
Overview
This skill produces ONE pricing strategy file with 7 components: pricing model selection, price ladder design (3-5 tiers), charm/anchor/decoy mechanics, break-even analysis, competitor benchmarking, A/B test plan, and pricing page layout. Pick 1 of 4 region variants — the variant tunes currency formatting, decimal convention, charm pricing styles, and installment culture.
Manual install (npx, ZIP)
Claude Code
npx skills add minhnv0807/ai-business-skills --skill 17-pricing-strategy-global -g -a claude-codeClaude Code (degit)
npx degit minhnv0807/ai-business-skills/skills/en/17-pricing-strategy-global#master ~/.claude/skills/17-pricing-strategy-globalClaude.ai / desktop
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Connects with Agent Alley MCP · agentalley.io/mcp
Files included
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SKILL.md
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Pricing Strategy (Global)
Price is the most leveraged decision in marketing. A 1% price increase typically yields a 10%+ profit improvement (Bain). Currency psychology, decimal conventions, and installment culture differ HUGELY by region.
For newbies
Who is this skill for?
| Audience | Concrete example |
|---|---|
| Founder setting initial pricing | First product launch, no historical data |
| DTC brand optimizing pricing page | Already selling, want to lift conversion or margin |
| SaaS deciding tier structure | Free / Pro / Enterprise; monthly vs annual |
| Dropshipper calculating markup | Importing from supplier, selling DTC |
| Service business packaging offers | Coaching, consulting, agency retainers |
Who is this NOT for?
- Vietnam-only pricing -> Use
17-pricing-strategy(VN skill) — covers VND psychology - Already at scale with strong data team -> You probably have proprietary models; this skill gives you starting frameworks
30-second pre-read
This skill produces ONE pricing strategy file with 7 components: pricing model selection, price ladder design (3-5 tiers), charm/anchor/decoy mechanics, break-even analysis, competitor benchmarking, A/B test plan, and pricing page layout. Pick 1 of 4 region variants — the variant tunes currency formatting, decimal convention, charm pricing styles, and installment culture.
3 common errors
- Using US charm pricing in EU -> EU shoppers see
$9.99as "American" not "low" — feels foreign - Ignoring installment culture in LATAM -> "BRL 1,200 to MXN 8,000" pricing flops without "12x R$100" or "8 cuotas sin intereses"
- Underpricing dropship products -> 2x markup leaves no room for ad spend; need 3-5x minimum
Why do you need this skill?
Without pricing strategy:
- Charm formatting wrong for region -> "feels off" -> conversion drop
- No anchor -> middle tier doesn't feel like value -> wrong tier wins
- No installment option in LATAM -> abandoned cart 60%+
- Dropship markup too thin -> can't afford ads -> stalls
- No charm psychology in B2C -> leaving money on the table
Pick the right region defaults, apply proven frameworks, layer on dropshipping math when relevant.
Workflow
Step 0: Check global context file
|-- exists -> read product / customer / region info
|-- missing -> suggest user run product-marketing-context-global first
Step 1: Pick region variant (US / EU / SEA / LATAM)
Step 2: Choose pricing model (One-time / Subscription / Tiered / Bundle / Freemium / Pay-as-you-go)
Step 3: If dropshipping product -> apply markup math (this file, see below)
Step 4: Design price ladder (3-tier with charm + anchor + decoy)
Step 5: Calculate break-even
Step 6: Compare with 2-3 competitors
Step 7: Write pricing page copy + A/B test plan
Step 0: Check global context
Check .agents/product-marketing-context-global.md:
- Yes -> Read product, customer, region. Do NOT re-ask.
- No -> Suggest running
product-marketing-context-globalfirst.
Step 1: Pick region variant
Ask: "Which is your PRIMARY region: US, EU, SEA, or LATAM?"
Where do you primarily sell?
|-- US / Canada --> 01-us.md (USD, charm $9.99, monthly subs)
|-- EU / EEA / UK --> 02-eu.md (EUR, charm EUR 9,99, VAT-inclusive)
|-- Southeast Asia --> 03-sea.md (SGD/MYR/IDR/THB/PHP, discount-heavy)
|-- Latin America --> 04-latam.md (BRL/MXN/ARS, parcelado / cuotas common)
|-- Vietnam only --> Use `17-pricing-strategy` (VN skill)
Step 2: Pricing models
| Model | Best for | Examples |
|---|---|---|
| One-time | Physical products, courses | T-shirt, ebook, lifetime license |
| Subscription | Recurring value, software | SaaS, streaming, gym, supplement |
| Tiered | Differentiated buyers | SaaS Free/Pro/Enterprise |
| Bundle | Bigger AOV, perceived savings | Spa package, software bundle |
| Freemium | Large funnel, low conversion | Slack, Zoom, Notion |
| Pay-as-you-go | Variable usage | Cloud, API, AWS |
| Hybrid | Combination of models | Subscription + add-on usage credits |
Step 3: DROPSHIPPING MARKUP MATH (CRITICAL)
This section applies only if you're sourcing products from suppliers (AliExpress, Spocket, CJDropshipping, etc.) and reselling DTC.
The 3-5x markup rule
Dropshipping requires HIGH markup because:
- Ad spend is ~40-60% of revenue (paid acquisition is your only growth channel)
- Returns/refunds: 5-10% loss
- Payment processing: 2-3% per transaction
- Platform fees (Shopify): 1-2%
- Customs/duties (if cross-border): 5-15%
If your markup is only 2x cost, you have ZERO budget for ads. You need 3-5x minimum.
The math
Cost from supplier: USD 5.00
Shipping to customer: USD 3.00
Total cost: USD 8.00
Sale price: USD 29.99 (3.75x markup)
Revenue: USD 29.99
- Cost USD 8.00
- Payment processing USD 0.90 (3%)
- Platform fee USD 0.30 (1%)
= Gross profit USD 20.79
= Gross margin 69.3%
Of that USD 20.79 gross profit:
- Ad spend cap USD 14.55 (70% of profit)
- Operations USD 2.08 (10%)
- Net profit USD 4.16 (~14% net margin)
Break-Even ROAS (BE-ROAS) formula
BE-ROAS = 1 / (1 - cost/sale_price)
Example:
- Cost USD 8, sale USD 29.99
- cost/sale = 0.267
- BE-ROAS = 1 / (1 - 0.267) = 1 / 0.733 = 1.36x
Translation: Your ads must return AT LEAST USD 1.36 for every USD 1 spent
just to break even. Profitable target: 2.5x or higher.
Markup tiers by product price
| Product cost | Recommended markup | Sale price | BE-ROAS | Profit ROAS target |
|---|---|---|---|---|
| < USD 5 | 5-10x | USD 25-49.99 | 1.25x | 2.5x |
| USD 5-15 | 4-5x | USD 49-79 | 1.40x | 2.7x |
| USD 15-30 | 3-4x | USD 79-129 | 1.55x | 3.0x |
| USD 30-60 | 2.5-3x | USD 129-199 | 1.75x | 3.2x |
| USD 60+ | 2-2.5x | USD 199+ | 2.0x | 3.5x |
The dropshipping price ladder
Free shipping threshold: USD 50 (push AOV up)
Lead-in product: USD 19.99 (small impulse buy, charm)
Core product: USD 39.99 (target sale, charm)
Premium variant: USD 79.99 (anchor + upsell)
Bundle: USD 99.99 (3 products, "save 25%")
Step 4: Design price ladder (universal — non-dropship)
Standard 3-tier structure
Goi 1 - Basic / Starter: [low charm price] - 3-4 features - "Try free"
Goi 2 - Pro / Standard: [middle anchor] - 7-8 features - "Most popular" badge
Goi 3 - Premium / Enterprise: [high price] - All features - "Contact sales"
Charm pricing (apply per region — see variants)
- US:
$9.99$29$99 - EU:
EUR 9,99EUR 29EUR 99 - SEA:
S$9.90RM39Rp 99,000 - LATAM:
R$ 99MX$19912x R$ 33(parcelado)
Anchor effect
Goi Premium: USD 199 (anchor — rarely sold)
Goi Pro: USD 99 (target — 60-70% choose)
Goi Basic: USD 29 (entry — price-sensitive)
Decoy effect (3-option trap)
A. Digital only: USD 50 (poor value)
B. Physical only: USD 120 (decoy - close to C, less value)
C. Digital + Physical: USD 130 (target - "+USD 10 gets BOTH")
Add decoy B -> ~3x lift in choosing C vs. without decoy.
Step 5: Break-even analysis
Break-even units = Fixed costs / (Price per unit - Variable cost per unit)
Example:
- Fixed costs: USD 30,000/month
- Sale price: USD 99
- Variable cost: USD 39 (cost + shipping + processing)
- Contribution: USD 60
- Break-even: 500 units / month
Step 6: Competitor benchmarking
Compare with 2-3 direct competitors:
| Competitor | Their price | Their feature | Your price | Your feature |
|------------|-------------|--------------|------------|--------------|
| Comp A | USD 89 | [feature] | USD 99 | + extra |
| Comp B | USD 129 | [feature] | USD 99 | + extra |
| Comp C | USD 79 | [feature] | USD 99 | premium tier |
Pricing positioning vs. competitors
- Premium (+20% or more above): Justify with quality/result/brand
- Parity (within +/- 10%): Win with feature/service/UX differentiation
- Value (-15-25% below): Win with operational efficiency, not loss-leading
Step 7: Pricing page + A/B test plan
Pricing page must-haves
| Element | Why |
|---|---|
| 3 tiers (not 1, not 4+) | Easy comparison; 3 is the sweet spot |
| Highlight middle tier | Anchor + decoy effect |
| Monthly / Annual toggle | Annual locks in cash; -15-20% discount |
| Feature comparison table | Decision support |
| FAQ | Address pricing objections |
| Customer testimonial | Social proof |
| Trial / refund policy | Risk reduction |
| Visible price (B2C) | "Contact sales" kills B2C conversion |
A/B test priority
- Price level (e.g. USD 29 vs. USD 39 — biggest impact)
- Charm format (USD 29 vs. USD 29.99)
- Tier structure (2 vs. 3 tiers)
- Annual discount % (15% vs. 20% vs. 25%)
- CTA copy ("Start free" vs. "Try Pro free")
Run each test for 2 weeks minimum, 95% confidence.
Output template
# Pricing Strategy - [Brand]
Region variant: [US / EU / SEA / LATAM]
Currency: [USD / EUR / etc.]
Date: [YYYY-MM-DD]
## 1. Pricing model
[One-time / Subscription / Tiered / Bundle / Freemium / Pay-as-you-go]
## 2. Price ladder
| Tier | Price | Target buyer | Features | CTA |
|------|-------|--------------|----------|-----|
| Basic | X | Price-sensitive | [...] | "Try free" |
| Pro | Y | Target buyer | [...] | "Most popular" |
| Premium | Z | Anchor + premium | [...] | "Contact sales" |
## 3. Charm / anchor / decoy mechanics
- Charm: [region-appropriate format]
- Anchor: [premium tier explanation]
- Decoy: [if used]
## 4. Dropshipping markup (if applicable)
- Cost: USD X
- Sale: USD Y
- Markup: Nx
- BE-ROAS: 1.Xx
- Target ROAS: 2.Xx
## 5. Break-even
[Formula + monthly target]
## 6. Competitor positioning
[Premium / Parity / Value]
## 7. Pricing page layout
[3 tiers + comparison + FAQ + testimonial]
## 8. A/B test plan
[Test 1, Test 2, Test 3 with metrics]
Quality checklist
- Region variant chosen + currency formatted correctly
- 3 tiers (not 1, not 4+)
- Middle tier highlighted (anchor + decoy)
- Charm pricing applied per region convention
- If dropshipping: markup >= 3x cost, BE-ROAS calculated
- Break-even units / month documented
- 2-3 competitors compared
- Pricing page mockup or wireframe
- A/B test plan with success metric
- Installment / financing option for LATAM/SEA where relevant
Related skills
product-marketing-context-global— foundation16-marketing-psychology-global— anchoring, scarcity, framing29-dropshipping-mastery-global— for dropshipping deep-dive (when available)references/global-currency-pricing— deep currency reference
Global Skill 17 (Pricing Strategy) | Over Powers Agency | v1.0.0
| 1 | |
| 2 | name 17-pricing-strategy-global |
| 3 | description "Use when a price has to be set or changed — value-based pricing, anchoring, charm pricing, decoy tiers, good-better-best packaging, discount policy, and margin math, with currency psychology for US, EU, SEA, and LATAM plus dropshipping markup and BE-ROAS. Trigger on 'pricing strategy', 'how much should I charge', 'should I raise prices', 'price tiers', 'customers say it is too expensive', 'dropshipping markup'. Also use when the product is not selling and the user suspects price is the reason. Not for — bonuses, guarantee, and value stack around the price, see `31-offer-design-global`; persuasion beyond price, see `16-marketing-psychology-global`; ad budget math, see `10-reverse-kpi-global`." |
| 4 | metadata |
| 5 | version 1.0.1 |
| 6 | category strategy |
| 7 | license MIT |
| 8 | triggers |
| 9 | - "pricing strategy" |
| 10 | - "price positioning" |
| 11 | - "charm pricing" |
| 12 | - "pricing psychology" |
| 13 | - "dropshipping markup" |
| 14 | related |
| 15 | - product-marketing-context-global |
| 16 | - 16-marketing-psychology-global |
| 17 | - 29-dropshipping-mastery-global |
| 18 | - references/global-currency-pricing |
| 19 | |
| 20 | |
| 21 | # Pricing Strategy (Global) |
| 22 | |
| 23 | > Price is the most leveraged decision in marketing. A 1% price increase typically yields a 10%+ profit improvement (Bain). Currency psychology, decimal conventions, and installment culture differ HUGELY by region. |
| 24 | |
| 25 | |
| 26 | |
| 27 | ## For newbies |
| 28 | |
| 29 | ### Who is this skill for? |
| 30 | |
| 31 | | Audience | Concrete example | |
| 32 | |----------|------------------| |
| 33 | | Founder setting initial pricing | First product launch, no historical data | |
| 34 | | DTC brand optimizing pricing page | Already selling, want to lift conversion or margin | |
| 35 | | SaaS deciding tier structure | Free / Pro / Enterprise; monthly vs annual | |
| 36 | | Dropshipper calculating markup | Importing from supplier, selling DTC | |
| 37 | | Service business packaging offers | Coaching, consulting, agency retainers | |
| 38 | |
| 39 | ### Who is this NOT for? |
| 40 | |
| 41 | **Vietnam-only pricing** -> Use `17-pricing-strategy` (VN skill) — covers VND psychology |
| 42 | **Already at scale with strong data team** -> You probably have proprietary models; this skill gives you starting frameworks |
| 43 | |
| 44 | ### 30-second pre-read |
| 45 | |
| 46 | This skill produces ONE pricing strategy file with 7 components: pricing model selection, price ladder design (3-5 tiers), charm/anchor/decoy mechanics, break-even analysis, competitor benchmarking, A/B test plan, and pricing page layout. Pick 1 of 4 region variants — the variant tunes currency formatting, decimal convention, charm pricing styles, and installment culture. |
| 47 | |
| 48 | ### 3 common errors |
| 49 | |
| 50 | **Using US charm pricing in EU** -> EU shoppers see `$9.99` as "American" not "low" — feels foreign |
| 51 | **Ignoring installment culture in LATAM** -> "BRL 1,200 to MXN 8,000" pricing flops without "12x R$100" or "8 cuotas sin intereses" |
| 52 | **Underpricing dropship products** -> 2x markup leaves no room for ad spend; need 3-5x minimum |
| 53 | |
| 54 | |
| 55 | |
| 56 | ## Why do you need this skill? |
| 57 | |
| 58 | Without pricing strategy: |
| 59 | Charm formatting wrong for region -> "feels off" -> conversion drop |
| 60 | No anchor -> middle tier doesn't feel like value -> wrong tier wins |
| 61 | No installment option in LATAM -> abandoned cart 60%+ |
| 62 | Dropship markup too thin -> can't afford ads -> stalls |
| 63 | No charm psychology in B2C -> leaving money on the table |
| 64 | |
| 65 | Pick the right region defaults, apply proven frameworks, layer on dropshipping math when relevant. |
| 66 | |
| 67 | |
| 68 | |
| 69 | ## Workflow |
| 70 | |
| 71 | |
| 72 | Step 0: Check global context file |
| 73 | |-- exists -> read product / customer / region info |
| 74 | |-- missing -> suggest user run product-marketing-context-global first |
| 75 | Step 1: Pick region variant (US / EU / SEA / LATAM) |
| 76 | Step 2: Choose pricing model (One-time / Subscription / Tiered / Bundle / Freemium / Pay-as-you-go) |
| 77 | Step 3: If dropshipping product -> apply markup math (this file, see below) |
| 78 | Step 4: Design price ladder (3-tier with charm + anchor + decoy) |
| 79 | Step 5: Calculate break-even |
| 80 | Step 6: Compare with 2-3 competitors |
| 81 | Step 7: Write pricing page copy + A/B test plan |
| 82 | |
| 83 | |
| 84 | |
| 85 | |
| 86 | ## Step 0: Check global context |
| 87 | |
| 88 | Check `.agents/product-marketing-context-global.md`: |
| 89 | **Yes** -> Read product, customer, region. Do NOT re-ask. |
| 90 | **No** -> Suggest running `product-marketing-context-global` first. |
| 91 | |
| 92 | |
| 93 | |
| 94 | ## Step 1: Pick region variant |
| 95 | |
| 96 | Ask: **"Which is your PRIMARY region: US, EU, SEA, or LATAM?"** |
| 97 | |
| 98 | |
| 99 | Where do you primarily sell? |
| 100 | |-- US / Canada --> 01-us.md (USD, charm $9.99, monthly subs) |
| 101 | |-- EU / EEA / UK --> 02-eu.md (EUR, charm EUR 9,99, VAT-inclusive) |
| 102 | |-- Southeast Asia --> 03-sea.md (SGD/MYR/IDR/THB/PHP, discount-heavy) |
| 103 | |-- Latin America --> 04-latam.md (BRL/MXN/ARS, parcelado / cuotas common) |
| 104 | |-- Vietnam only --> Use `17-pricing-strategy` (VN skill) |
| 105 | |
| 106 | |
| 107 | |
| 108 | |
| 109 | ## Step 2: Pricing models |
| 110 | |
| 111 | | Model | Best for | Examples | |
| 112 | |-------|---------|---------| |
| 113 | | **One-time** | Physical products, courses | T-shirt, ebook, lifetime license | |
| 114 | | **Subscription** | Recurring value, software | SaaS, streaming, gym, supplement | |
| 115 | | **Tiered** | Differentiated buyers | SaaS Free/Pro/Enterprise | |
| 116 | | **Bundle** | Bigger AOV, perceived savings | Spa package, software bundle | |
| 117 | | **Freemium** | Large funnel, low conversion | Slack, Zoom, Notion | |
| 118 | | **Pay-as-you-go** | Variable usage | Cloud, API, AWS | |
| 119 | | **Hybrid** | Combination of models | Subscription + add-on usage credits | |
| 120 | |
| 121 | |
| 122 | |
| 123 | ## Step 3: DROPSHIPPING MARKUP MATH (CRITICAL) |
| 124 | |
| 125 | > **This section applies only if you're sourcing products from suppliers (AliExpress, Spocket, CJDropshipping, etc.) and reselling DTC.** |
| 126 | |
| 127 | ### The 3-5x markup rule |
| 128 | |
| 129 | Dropshipping requires HIGH markup because: |
| 130 | Ad spend is ~40-60% of revenue (paid acquisition is your only growth channel) |
| 131 | Returns/refunds: 5-10% loss |
| 132 | Payment processing: 2-3% per transaction |
| 133 | Platform fees (Shopify): 1-2% |
| 134 | Customs/duties (if cross-border): 5-15% |
| 135 | |
| 136 | **If your markup is only 2x cost, you have ZERO budget for ads.** You need 3-5x minimum. |
| 137 | |
| 138 | ### The math |
| 139 | |
| 140 | |
| 141 | Cost from supplier: USD 5.00 |
| 142 | Shipping to customer: USD 3.00 |
| 143 | Total cost: USD 8.00 |
| 144 | |
| 145 | Sale price: USD 29.99 (3.75x markup) |
| 146 | |
| 147 | Revenue: USD 29.99 |
| 148 | - Cost USD 8.00 |
| 149 | - Payment processing USD 0.90 (3%) |
| 150 | - Platform fee USD 0.30 (1%) |
| 151 | = Gross profit USD 20.79 |
| 152 | = Gross margin 69.3% |
| 153 | |
| 154 | Of that USD 20.79 gross profit: |
| 155 | - Ad spend cap USD 14.55 (70% of profit) |
| 156 | - Operations USD 2.08 (10%) |
| 157 | - Net profit USD 4.16 (~14% net margin) |
| 158 | |
| 159 | |
| 160 | ### Break-Even ROAS (BE-ROAS) formula |
| 161 | |
| 162 | |
| 163 | BE-ROAS = 1 / (1 - cost/sale_price) |
| 164 | |
| 165 | Example: |
| 166 | - Cost USD 8, sale USD 29.99 |
| 167 | - cost/sale = 0.267 |
| 168 | - BE-ROAS = 1 / (1 - 0.267) = 1 / 0.733 = 1.36x |
| 169 | |
| 170 | Translation: Your ads must return AT LEAST USD 1.36 for every USD 1 spent |
| 171 | just to break even. Profitable target: 2.5x or higher. |
| 172 | |
| 173 | |
| 174 | ### Markup tiers by product price |
| 175 | |
| 176 | | Product cost | Recommended markup | Sale price | BE-ROAS | Profit ROAS target | |
| 177 | |-------------|-------------------|-----------|---------|-------------------| |
| 178 | | < USD 5 | 5-10x | USD 25-49.99 | 1.25x | 2.5x | |
| 179 | | USD 5-15 | 4-5x | USD 49-79 | 1.40x | 2.7x | |
| 180 | | USD 15-30 | 3-4x | USD 79-129 | 1.55x | 3.0x | |
| 181 | | USD 30-60 | 2.5-3x | USD 129-199 | 1.75x | 3.2x | |
| 182 | | USD 60+ | 2-2.5x | USD 199+ | 2.0x | 3.5x | |
| 183 | |
| 184 | ### The dropshipping price ladder |
| 185 | |
| 186 | |
| 187 | Free shipping threshold: USD 50 (push AOV up) |
| 188 | Lead-in product: USD 19.99 (small impulse buy, charm) |
| 189 | Core product: USD 39.99 (target sale, charm) |
| 190 | Premium variant: USD 79.99 (anchor + upsell) |
| 191 | Bundle: USD 99.99 (3 products, "save 25%") |
| 192 | |
| 193 | |
| 194 | |
| 195 | |
| 196 | ## Step 4: Design price ladder (universal — non-dropship) |
| 197 | |
| 198 | ### Standard 3-tier structure |
| 199 | |
| 200 | |
| 201 | Goi 1 - Basic / Starter: [low charm price] - 3-4 features - "Try free" |
| 202 | Goi 2 - Pro / Standard: [middle anchor] - 7-8 features - "Most popular" badge |
| 203 | Goi 3 - Premium / Enterprise: [high price] - All features - "Contact sales" |
| 204 | |
| 205 | |
| 206 | ### Charm pricing (apply per region — see variants) |
| 207 | |
| 208 | US: `$9.99` `$29` `$99` |
| 209 | EU: `EUR 9,99` `EUR 29` `EUR 99` |
| 210 | SEA: `S$9.90` `RM39` `Rp 99,000` |
| 211 | LATAM: `R$ 99` `MX$199` `12x R$ 33` (parcelado) |
| 212 | |
| 213 | ### Anchor effect |
| 214 | |
| 215 | |
| 216 | Goi Premium: USD 199 (anchor — rarely sold) |
| 217 | Goi Pro: USD 99 (target — 60-70% choose) |
| 218 | Goi Basic: USD 29 (entry — price-sensitive) |
| 219 | |
| 220 | |
| 221 | ### Decoy effect (3-option trap) |
| 222 | |
| 223 | |
| 224 | A. Digital only: USD 50 (poor value) |
| 225 | B. Physical only: USD 120 (decoy - close to C, less value) |
| 226 | C. Digital + Physical: USD 130 (target - "+USD 10 gets BOTH") |
| 227 | |
| 228 | |
| 229 | Add decoy B -> ~3x lift in choosing C vs. without decoy. |
| 230 | |
| 231 | |
| 232 | |
| 233 | ## Step 5: Break-even analysis |
| 234 | |
| 235 | |
| 236 | Break-even units = Fixed costs / (Price per unit - Variable cost per unit) |
| 237 | |
| 238 | Example: |
| 239 | - Fixed costs: USD 30,000/month |
| 240 | - Sale price: USD 99 |
| 241 | - Variable cost: USD 39 (cost + shipping + processing) |
| 242 | - Contribution: USD 60 |
| 243 | - Break-even: 500 units / month |
| 244 | |
| 245 | |
| 246 | |
| 247 | |
| 248 | ## Step 6: Competitor benchmarking |
| 249 | |
| 250 | Compare with 2-3 direct competitors: |
| 251 | |
| 252 | |
| 253 | | Competitor | Their price | Their feature | Your price | Your feature | |
| 254 | |------------|-------------|--------------|------------|--------------| |
| 255 | | Comp A | USD 89 | [feature] | USD 99 | + extra | |
| 256 | | Comp B | USD 129 | [feature] | USD 99 | + extra | |
| 257 | | Comp C | USD 79 | [feature] | USD 99 | premium tier | |
| 258 | |
| 259 | |
| 260 | ### Pricing positioning vs. competitors |
| 261 | |
| 262 | **Premium** (+20% or more above): Justify with quality/result/brand |
| 263 | **Parity** (within +/- 10%): Win with feature/service/UX differentiation |
| 264 | **Value** (-15-25% below): Win with operational efficiency, not loss-leading |
| 265 | |
| 266 | |
| 267 | |
| 268 | ## Step 7: Pricing page + A/B test plan |
| 269 | |
| 270 | ### Pricing page must-haves |
| 271 | |
| 272 | | Element | Why | |
| 273 | |---------|-----| |
| 274 | | 3 tiers (not 1, not 4+) | Easy comparison; 3 is the sweet spot | |
| 275 | | Highlight middle tier | Anchor + decoy effect | |
| 276 | | Monthly / Annual toggle | Annual locks in cash; -15-20% discount | |
| 277 | | Feature comparison table | Decision support | |
| 278 | | FAQ | Address pricing objections | |
| 279 | | Customer testimonial | Social proof | |
| 280 | | Trial / refund policy | Risk reduction | |
| 281 | | Visible price (B2C) | "Contact sales" kills B2C conversion | |
| 282 | |
| 283 | ### A/B test priority |
| 284 | |
| 285 | Price level (e.g. USD 29 vs. USD 39 — biggest impact) |
| 286 | Charm format (USD 29 vs. USD 29.99) |
| 287 | Tier structure (2 vs. 3 tiers) |
| 288 | Annual discount % (15% vs. 20% vs. 25%) |
| 289 | CTA copy ("Start free" vs. "Try Pro free") |
| 290 | |
| 291 | Run each test for 2 weeks minimum, 95% confidence. |
| 292 | |
| 293 | |
| 294 | |
| 295 | ## Output template |
| 296 | |
| 297 | |
| 298 | # Pricing Strategy - [Brand] |
| 299 | Region variant: [US / EU / SEA / LATAM] |
| 300 | Currency: [USD / EUR / etc.] |
| 301 | Date: [YYYY-MM-DD] |
| 302 | |
| 303 | ## 1. Pricing model |
| 304 | [One-time / Subscription / Tiered / Bundle / Freemium / Pay-as-you-go] |
| 305 | |
| 306 | ## 2. Price ladder |
| 307 | |
| 308 | | Tier | Price | Target buyer | Features | CTA | |
| 309 | |------|-------|--------------|----------|-----| |
| 310 | | Basic | X | Price-sensitive | [...] | "Try free" | |
| 311 | | Pro | Y | Target buyer | [...] | "Most popular" | |
| 312 | | Premium | Z | Anchor + premium | [...] | "Contact sales" | |
| 313 | |
| 314 | ## 3. Charm / anchor / decoy mechanics |
| 315 | - Charm: [region-appropriate format] |
| 316 | - Anchor: [premium tier explanation] |
| 317 | - Decoy: [if used] |
| 318 | |
| 319 | ## 4. Dropshipping markup (if applicable) |
| 320 | - Cost: USD X |
| 321 | - Sale: USD Y |
| 322 | - Markup: Nx |
| 323 | - BE-ROAS: 1.Xx |
| 324 | - Target ROAS: 2.Xx |
| 325 | |
| 326 | ## 5. Break-even |
| 327 | [Formula + monthly target] |
| 328 | |
| 329 | ## 6. Competitor positioning |
| 330 | [Premium / Parity / Value] |
| 331 | |
| 332 | ## 7. Pricing page layout |
| 333 | [3 tiers + comparison + FAQ + testimonial] |
| 334 | |
| 335 | ## 8. A/B test plan |
| 336 | [Test 1, Test 2, Test 3 with metrics] |
| 337 | |
| 338 | |
| 339 | |
| 340 | |
| 341 | ## Quality checklist |
| 342 | |
| 343 | [ ] Region variant chosen + currency formatted correctly |
| 344 | [ ] 3 tiers (not 1, not 4+) |
| 345 | [ ] Middle tier highlighted (anchor + decoy) |
| 346 | [ ] Charm pricing applied per region convention |
| 347 | [ ] If dropshipping: markup >= 3x cost, BE-ROAS calculated |
| 348 | [ ] Break-even units / month documented |
| 349 | [ ] 2-3 competitors compared |
| 350 | [ ] Pricing page mockup or wireframe |
| 351 | [ ] A/B test plan with success metric |
| 352 | [ ] Installment / financing option for LATAM/SEA where relevant |
| 353 | |
| 354 | |
| 355 | |
| 356 | ## Related skills |
| 357 | |
| 358 | `product-marketing-context-global` — foundation |
| 359 | `16-marketing-psychology-global` — anchoring, scarcity, framing |
| 360 | `29-dropshipping-mastery-global` — for dropshipping deep-dive (when available) |
| 361 | `references/global-currency-pricing` — deep currency reference |
| 362 | |
| 363 | |
| 364 | |
| 365 | *Global Skill 17 (Pricing Strategy) | Over Powers Agency | v1.0.0* |
| 366 |
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