Value-metric selection, willingness-to-pay studies, plan architecture, paywall UX and packaging governance — pricing IS product experience.
Most teams treat pricing as a marketing decision and re-price once a year. A real monetization system selects the right value-metric, runs WTP studies (PSM + Gabor-Granger), architects plans (G/B/B + add-ons), designs paywall UX and governs discounts — and lifts ARPU 15–30% without lifting CAC.
A senior-led delivery sequence — not a template dump. Each phase is operated with your team, not handed over as a deck.
Analyse current ARPU, discount leakage, win/loss; run Van Westendorp / Gabor-Granger willingness-to-pay research.
Redesign editions, feature bundles and entitlement matrix; align to ICP value drivers and competitor anchors.
Choose pricing metric (seat / usage / value-based / hybrid) with elasticity modelling and finance sign-off.
Design the migration plan for existing accounts, grandfathering rules and CSM communication kit.
Roll out new price book, discount approval matrix and quarterly pricing review with deal-desk discipline.
6–10 weeks