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Our pricing strategy doesn't scale

By
Mukund Kabra

Pricing stops scaling when it was set once for early customers and never tied to the value different customers get. Find the measure of value that grows with each customer, price against it, and test changes on new customers first.

Category:
Execution
Reading time:
2
min read
Published on:
October 24, 2026
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Our pricing strategy doesn't scale

Our pricing strategy doesn't scale

Problem

Your pricing made sense for your first customers. It no longer fits the business.

Small customers find it too expensive, large customers get far more value than they pay for, and every deal needs a custom discount. Margins shrink as you grow instead of improving.

Nobody wants to touch pricing because it feels risky.

Insight

Good pricing grows with the value each customer gets.

When price is tied to something that rises with value, such as usage, seats, orders or outcomes, bigger customers pay more and small ones can still start. Flat or one-off prices break as the customer base widens.

Changes can be tested on new customers before existing ones are affected.

How we approach it

We rebuild pricing around the value customers get.

  1. We study how value differs across your customers and what they would pay for it.
  2. We design tiers or measures that scale with that value.
  3. We test the new pricing on new customers and track conversion, upgrades and margin.

Revenue per customer grows as your customers grow.

Tags:  
outcome-based Measurement; Impact Metrics; Kpi Design; Output Vs Outcome; Goal Alignment; Performance Tracking
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