How often should we re-evaluate our international pricing? For example, if exchange rates shift significantly or inflation varies by country, do we change local prices frequently or hold steady to avoid confusion?

Based on the guidance in our pricing strategy book, Price to Scale, it's best to establish a regular, but not overly reactive, cadence for re-evaluating international pricing. Here are some key principles from our book:

• Regular Monitoring: While you should continuously track factors like exchange rate movements and local inflation, pinpointing a systematic review cycle (such as quarterly or semi-annual reviews) helps balance responsiveness with stability. This ensures that you’re adjusting to real market trends without causing frequent, unpredictable changes for customers.

• Planned Adjustments Over Reactive Changes: Our book emphasizes a structured approach to pricing adjustments. Rather than making immediate changes every time you notice a shift, consolidate your analysis over a set period. This reduces customer confusion and reinforces trust while still keeping your pricing relevant to market conditions.

• Transparent Communication: Whenever adjustments are made, clear communication is essential. Explain that periodic adjustments are part of your commitment to maintaining fair and competitive pricing. This transparency helps manage customer expectations, even if adjustments occur after a scheduled review interval.

In summary, Price to Scale advises setting up a consistent review process—typically on a quarterly or semi-annual basis—that allows you to respond to significant economic changes without the disruptive impact of constant price updates. This approach supports a balance between market responsiveness and customer stability.