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How do you handle pricing for a new feature?

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3 Answers
Pricing and Packaging
  1. Natalie Louie
    Natalie Louie

    ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 5y

    Please look here for my pricing framework on what to think about when coming up with new value-based pricing recommendations.  As a PMM I own pricing strategy and I work close with Product Managers (PM) with their product roadmap. As they are developing their products I meet with them to discuss how we will monetize a new product using my pricing framework. We'll understand how the value of our product is different than competitors, we'll understand what prospects/customers value by talking to t ...Read More

    1,607 Views
  2. Hila Segal
    Hila Segal

    WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y

    First, you need to scope the feature. Is this a highly differentiated, high-value feature or a check-the-box feature? Also very important to understand your cost structure and how much it will cost you to serve customers - is there an added cost from 3rd party SW systems, storage, compute, etc. that you need to recover to maintain target margins. Next, you have to think about packaging - do you have a tiered pricing model and this feature will be added into an upper tier to drive more value, or ...Read More

    1,186 Views
  3. Christy Roach
    Christy Roach

    AirOps CMO • 3y

    Quick note that in most of my experience, new features are rarely “priced” as a standalone charge unless you’re launching an entirely new solution to the market, so when you’re making the decision you’re often deciding which pricing plan the feature goes in. In that world here’s how I go about it: Start with personas and clear frameworks for which customers should be on which plan and what the plans are for, what value each customer should get on each plan, and what should and should not be poss ...Read More

    959 Views

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