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Estd 4.22.2023
Based on the guidance in Price to Scale, it’s entirely reasonable to tailor separate pricing plans or even separate pages for distinct personas—as long as you ensure that each is clearly defined and internally consistent. Here are key practices from our SaaS pricing book that can help you achieve this without causing confusion:
• Clear Segmentation with Distinct Naming
In our book, we discuss how the same underlying tier structure can be reframed with different names or labels (for example, using terms like “Premium” versus “Advanced”) to reflect unique features and benefits for each segment. This approach helps prevent a direct “feature comparison” between the plans while still allowing each persona to see a solution that speaks directly to their needs.
• Craft Messaging That Resonates
Tailor your messaging, positioning, and examples on each pricing page so it reflects the challenges and value propositions of each persona. Consistency in your brand’s look and tone across the pages will help maintain a unified overall experience, even if the details differ.
• Consider a Modular or “Good–Better–Best” Structure
Our book outlines both graded packages and modular approaches. If your personas have distinct needs (for example, one focused on volume and the other on enterprise-level features), modular pricing—where each bundle is built around the value each segment receives—can reduce the temptation for customers to compare across packages and avoid the pitfall of “shelfware” offerings.
• Balance Transparency with Guidance
Depending on the complexity, you can either publish full pricing details tailored to each persona or offer summarized versions with follow-up discussions (through sales calls or interactive tools). This approach helps you guide customers to the right offer without overwhelming them with details at first glance.
In summary, creating separate, persona-specific pricing plans or pages is a valid strategy when executed carefully. Ensure that each version clearly reflects the distinct value delivered to its intended segment while maintaining overall brand consistency. As described in our Price to Scale book, thoughtful segmentation, carefully crafted messaging, and intelligent plan structuring are key to achieving success without confusing your customers.