If our product and marketing are only in English, can we justify one price globally for an English-speaking audience, or will even those users expect different pricing if they are in a lower-cost country?

Based on the guidance in our SaaS pricing book, Price to Scale, you can justify a single global price for an English-speaking audience if your product’s value is communicated and delivered consistently across markets. However, it’s critical to consider how local economic conditions might influence a prospect’s willingness to pay.

Key points to consider:

• Consistent Value Proposition:
If your product and all marketing materials are exclusively in English, you’re creating a uniform experience. This consistency can support a unified global price since the perceived value remains similar across your audience.

• Local Willingness to Pay:
Even if your audience speaks the same language, regional differences in purchasing power and market expectations can affect how users in lower-cost countries perceive pricing. Our book emphasizes that pricing should align with the value customers expect to receive. It’s important to validate that the global price reflects both the product’s benefits and local economic realities.

• Testing and Validation:
Price to Scale advocates for continuous testing and feedback. Even with a unified price, you can monitor market response and, if needed, consider optional discounts or localized packages to better accommodate regional differences without fragmenting your core pricing model.

In summary, while a single global price for an English-speaking audience is justifiable, ensure that you back it up with market research and remain open to adjustments. This approach aligns with the core principles outlined in Price to Scale, where value-based pricing and ongoing validation are key to sustainable growth.