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What is your approach to a new feature launch and how to price & package it in relation to existing plan tiers?

E.g. Should the new feature be an add-on or bundled? Should there be an increase in price?

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2 Answers
Pricing and Packaging
  1. Ben Rawnsley-Johnson
    Ben Rawnsley-Johnson

    Stripe Head of Product Marketing, APAC • 2y

    For new products especially, pricing and packaging should inform, and be informed by the broader GTM strategy (it's why I'm so bullish about the role PMMs play in contributing to P&P decisions). For example: Our GTM strategy answers "Who is the market, persona?" how do they prefer to buy? (PLG vs. direct sales), How long is the deal cycle? How senior is the economic buyer? and how formalized is the procurement process? Does the customer need implementation services, integrations or infrastru ...Read More

    8,167 Views
  2. Alex Rodrigues
    Alex Rodrigues

    Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 9mo

    There are a lot of angles to this question — and it’s especially relevant in the AI era, where powerful features often carry hefty costs to run. The right approach usually depends on how transformational the feature is. Here’s how I think about it in different scenarios: Launching an entirely new productThese are big moments — maybe once or twice a year (at most). They’re also the best candidates for creating a new SKU, adjusting your overall pricing, or (in some cases) offering an add-on. Perso ...Read More

    752 Views

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