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pricing-strategy

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Chinese

Pricing Strategy

定价策略

Scope

适用范围

Covers
  • Pricing strategy and price setting (new product or repricing)
  • Packaging and plan design (freemium, trials, feature gating, add-ons)
  • Willingness-to-pay (WTP) research plan and evidence collection
  • Self-serve vs sales-led handoffs (incl. thresholds and operational constraints)
  • Conversion mechanics (sampling premium features, trial/discount design)
  • Rollout, migration, and measurement (guardrails + review cadence)
When to use
  • “Create a pricing strategy / monetization strategy.”
  • “Propose packaging and plans for freemium → paid.”
  • “We need new price points and a rationale tied to value.”
  • “Design a free trial / reverse trial / capped trial.”
  • “Figure out when self-serve tops out and when we need sales-led.”
When NOT to use
  • You need to define the customer, core use case, or value proposition first (do that before pricing)
  • You only want a quick competitor price scrape (no synthesis or decision support)
  • You need legal/tax/accounting advice (coordinate with qualified experts)
  • You’re making irreversible billing changes without a rollback/migration plan
涵盖内容
  • 定价策略与定价设定（新产品定价或重新定价）
  • 产品套餐与方案设计（免费增值模式、试用、功能限制、附加组件）
  • 支付意愿（WTP）调研方案与证据收集
  • 自助服务与销售主导模式的衔接（含阈值与运营限制）
  • 转化机制设计（付费功能体验、试用/折扣方案设计）
  • 推出、迁移与效果衡量（保障措施+复盘节奏）
适用场景
  • 需要“制定定价策略/变现策略”时
  • 需要“为免费增值转付费模式设计产品套餐与方案”时
  • 需要“设定新定价点并提供与价值挂钩的依据”时
  • 需要“设计免费试用/反向试用/限额试用”时
  • 需要“明确自助服务的上限及何时切换至销售主导模式”时
不适用场景
  • 需先定义客户群体、核心使用场景或价值主张（请先完成这些工作再进行定价）
  • 仅需要快速抓取竞品价格（不包含分析整合或决策支持）
  • 需要法律/税务/会计建议（请与专业人士协作）
  • 在没有回滚/迁移方案的情况下进行不可逆转的计费变更

Inputs

输入信息

Minimum required
  • Product: what it does, for whom, and the primary job-to-be-done
  • Target segment(s) and buying context (B2B/B2C, who pays vs who uses)
  • Current pricing (if any): plans, price points, value metric, discounts, trial
  • Objective + constraints: what decision this pricing work should change, and by when
  • Sales motion: self-serve only, sales-led, or hybrid; typical deal sizes (if known)
  • Any evidence: conversion/funnel metrics, retention, revenue mix, win/loss notes, customer quotes, competitor references
Missing-info strategy
  • Ask up to 5 questions from references/INTAKE.md.
  • If answers aren’t available, proceed with explicit assumptions and label unknowns. Include a “Validation plan” section in the output.
最低要求输入
  • 产品信息：功能、目标用户群体及核心用户需求
  • 目标细分群体及购买场景（B2B/B2C，付费方与使用方的区分）
  • 当前定价（如有）：套餐、定价点、价值衡量指标、折扣、试用政策
  • 目标与约束条件：本次定价工作要支撑的决策及完成时限
  • 销售模式：仅自助服务、销售主导或混合模式；典型交易规模（如已知）
  • 现有数据证据：转化/漏斗指标、留存率、收入构成、赢单/丢单分析、客户反馈、竞品参考
缺失信息处理策略
  • 可从references/INTAKE.md中选取最多5个问题进行询问
  • 若无法获取补充信息，基于明确假设推进并标注未知信息。在输出中加入“验证方案”章节

Outputs (deliverables)

输出成果（交付物）

Produce a Pricing Strategy Pack in Markdown (in-chat; or as files if requested):
  1. Context snapshot (goal, ICP, motion, constraints, time box)
  2. Value metric + segmentation hypotheses (primary + alternates)
  3. WTP evidence plan (who to talk to, what to ask, how to interpret)
  4. Packaging & plans (plan table: who it’s for, limits, included value)
  5. Price-point options + recommendation (ranges, rationale, discount policy)
  6. Conversion mechanics plan (trial type, sampling premium value, friction reduction)
  7. Rollout + instrumentation (migration steps, KPIs/guardrails, monitoring)
  8. Pricing review cadence (update triggers; default 6–12 months)
  9. Risks / Open questions / Next steps (always included)
Templates: references/TEMPLATES.md
生成Markdown格式的定价策略包（可在对话中直接输出，或按需生成文件）：
  1. 背景快照（目标、理想客户画像ICP、销售模式、约束条件、时间范围）
  2. 价值衡量指标+细分群体假设（主选方案+备选方案）
  3. 支付意愿（WTP）调研方案（调研对象、问题设计、解读方式）
  4. 产品套餐与方案（方案表格：目标用户、限制条件、包含价值）
  5. 定价点选项+推荐方案（价格区间、依据、折扣政策）
  6. 转化机制方案（试用类型、付费功能体验设计、降低摩擦措施）
  7. 推出与监测方案（迁移步骤、关键绩效指标KPIs/保障措施、监控机制）
  8. 定价复盘节奏（更新触发条件；默认6-12个月复盘一次）
  9. 风险/待解决问题/下一步行动（必含章节）
模板参考：references/TEMPLATES.md

Workflow (7 steps)

工作流程（7步）

1) Intake + decision framing

1) 信息收集+决策框架搭建

  • Inputs: User context; references/INTAKE.md.
  • Actions: Confirm the decision, timeline, and who will use the output. Capture current pricing (if any), motion (self-serve vs sales-led), and constraints (billing, contracts, compliance, brand).
  • Outputs: Context snapshot + “success looks like” metrics.
  • Checks: A stakeholder can answer: “What decision will this pricing work change?”
  • 输入：用户提供的背景信息；references/INTAKE.md
  • 行动：确认决策内容、时间线及输出成果的使用对象。记录当前定价（如有）、销售模式（自助服务vs销售主导）及约束条件（计费、合同、合规、品牌）
  • 输出：背景快照+“成功衡量指标”
  • 检查项：利益相关者可明确回答“本次定价工作将支撑哪项决策？”

2) Clarify value and who pays (segment map)

2) 明确价值与付费主体（细分群体图谱）

  • Inputs: ICP/use case; current customers/users (if any).
  • Actions: Define 1–3 primary segments, buyer vs user roles, and the core value delivered (outcomes + avoided risks). Identify switching costs and “must-have” trust requirements.
  • Outputs: Segment map + value narrative per segment.
  • Checks: Value is stated as outcomes (not features). Buyer and user are not conflated.
  • 输入：理想客户画像ICP/使用场景；现有客户/用户（如有）
  • 行动：定义1-3个核心细分群体、付费方与使用方的角色划分，以及产品交付的核心价值（成果+规避的风险）。识别转换成本及“必备”信任要求
  • 输出：细分群体图谱+各群体的价值叙事
  • 检查项：价值以成果形式呈现（而非功能），未混淆付费方与使用方

3) Choose pricing architecture (value metric + packaging)

3) 选择定价架构（价值衡量指标+套餐设计）

  • Inputs: Segment map; product capabilities; constraints.
  • Actions: Propose 1 primary value metric (and 1–2 alternates). Design packaging: plans, limits, add-ons, and what is free vs paid. Explicitly define self-serve vs sales-led boundaries (e.g., contract size, security needs, procurement).
  • Outputs: Value metric options table + packaging & plans table.
  • Checks: Each plan has a clear “who it’s for” and an upgrade path tied to value.
  • 输入：细分群体图谱；产品能力；约束条件
  • 行动：提出1个主选价值衡量指标（及1-2个备选指标）。设计产品套餐：方案、限制条件、附加组件，以及免费与付费内容的划分。明确界定自助服务与销售主导模式的边界（如合同规模、安全需求、采购流程）
  • 输出：价值衡量指标选项表格+产品套餐与方案表格
  • 检查项：每个方案都有明确的“目标用户”，且升级路径与价值挂钩

4) Treat price as a measure of value (WTP plan)

4) 将价格作为价值的衡量标准（WTP调研方案）

  • Inputs: Value narrative; packaging; any evidence.
  • Actions: Draft a WTP evidence plan: which segments to interview, what scenarios to test, and how to triangulate price sensitivity (qual + quant). Keep hypotheses explicit; avoid “pricing by vibes”.
  • Outputs: WTP plan + interview/survey prompts (as needed).
  • Checks: For each plan, the price is justified by value delivered and a plan to validate WTP.
  • 输入：价值叙事；产品套餐；现有数据证据
  • 行动：起草WTP调研方案：需访谈的细分群体、需测试的场景，以及如何结合定性与定量方法分析价格敏感度。明确提出假设；避免“凭感觉定价”
  • 输出：WTP调研方案+访谈/调研问题（按需）
  • 检查项：每个方案的定价都有对应的价值支撑，且有验证WTP的计划

5) Design conversion mechanics (sampling + friction reduction)

5) 设计转化机制（体验+降低摩擦）

  • Inputs: Funnel metrics; onboarding/trial experience.
  • Actions: Propose how users experience paid value before paying: sampling premium features, reverse trial/capped trial, and/or time-boxed trial. Identify monetary friction to remove (trial costs, upfront commitments) and define guardrails to protect revenue leakage.
  • Outputs: Conversion mechanics plan + experiment backlog.
  • Checks: Mechanics demonstrate premium value in-product; there are clear abuse controls and success metrics.
  • 输入：漏斗指标；新用户引导/试用体验
  • 行动：提出用户在付费前体验付费价值的方式：付费功能试用、反向试用/限额试用，和/或限时试用。识别需消除的支付摩擦（试用成本、预付承诺），并定义防止收入流失的保障措施
  • 输出：转化机制方案+实验待办清单
  • 检查项：机制可在产品内展示付费价值；有明确的滥用管控措施及成功衡量指标

6) Recommend price points + rollout and ops plan

6) 推荐定价点+推出与运营方案

  • Inputs: Packaging; WTP plan; constraints.
  • Actions: Propose 2–3 price-point options (good/better/best), plus a recommendation with tradeoffs. Include discounting/annual plans, sales assist triggers, and a migration/rollback approach. Define a pricing review cadence (default revisit every 6–12 months, or when value changes materially).
  • Outputs: Recommended price points + rollout/migration plan + review cadence.
  • Checks: Recommendation is operationally feasible (billing, sales, support) and has a rollback/migration path.
  • 输入：产品套餐；WTP调研方案；约束条件
  • 行动：提出2-3个定价点选项（基础/进阶/高级），并给出带有权衡分析的推荐方案。包含折扣/年度套餐、销售协助触发条件，以及迁移/回滚方案。定义定价复盘节奏（默认每6-12个月复盘一次，或当产品价值发生重大变化时）
  • 输出：推荐定价点+推出/迁移方案+复盘节奏
  • 检查项：推荐方案在运营层面可行（计费、销售、支持），且有回滚/迁移路径

7) Quality gate + finalize

7) 质量把关+最终定稿

  • Inputs: Draft pack.
  • Actions: Run references/CHECKLISTS.md and score with references/RUBRIC.md. Add Risks / Open questions / Next steps and a short validation plan (what to learn next, by when).
  • Outputs: Final Pricing Strategy Pack.
  • Checks: Assumptions are explicit; evidence needs are clear; the pack is ready to share.
  • 输入：定价策略包草稿
  • 行动：使用references/CHECKLISTS.md和references/RUBRIC.md进行检查与评分。添加风险/待解决问题/下一步行动章节，以及简短的验证方案（后续需验证的内容及完成时限）
  • 输出：最终版定价策略包
  • 检查项：假设明确；证据需求清晰；策略包可直接用于分享

Quality gate (required)

质量把关（必做）

  • Use references/CHECKLISTS.md and references/RUBRIC.md.
  • Always include: Risks, Open questions, Next steps.
  • 使用references/CHECKLISTS.md和references/RUBRIC.md
  • 必须包含：风险、待解决问题、下一步行动

Examples

示例

Example 1 (B2B SaaS, hybrid motion):
“Use 
pricing-strategy
. We sell workflow automation to mid-market ops teams. Current: $49/user/mo with low conversion. Goal: improve paid conversion and expansion. Motion: self-serve + sales assist. Output: a Pricing Strategy Pack with packaging options and a rollout plan.”
Example 2 (Freemium → paid, consumer):
“Use 
pricing-strategy
. We’re a creator tool with freemium + subscription. We want to introduce a reverse trial and improve upgrades without hurting retention. Output: pricing + trial mechanics + experiment backlog.”
Boundary example:
“Pick a price for us with no product, customer, or market context.”
Response: request minimum inputs (ICP/use case, value metric candidates, objective) and propose a WTP plan + 2–3 pricing architecture options with explicit assumptions.
示例1（B2B SaaS，混合销售模式）：
“使用
pricing-strategy
。我们为中端市场运营团队提供工作流自动化工具。当前定价：$49/用户/月，转化率较低。目标：提升付费转化率与拓展收入。销售模式：自助服务+销售协助。输出：包含套餐选项与推出方案的定价策略包。”
示例2（免费增值转付费，ToC）：
“使用
pricing-strategy
。我们是一款面向创作者的免费增值+订阅模式工具。我们希望引入反向试用并提升升级转化率，同时不影响留存率。输出：定价方案+试用机制+实验待办清单。”
边界案例示例：
“在没有产品、客户或市场背景的情况下为我们定价。”
回复：请求提供最低要求的输入信息（理想客户画像ICP/使用场景、价值衡量指标候选、目标），并基于明确假设提出WTP调研方案+2-3个定价架构选项。