What’s a good way to test a localized pricing strategy in a new country without upsetting existing customers elsewhere (for example, quietly offering a promo price in a region to see how it performs)?

Based on the principles detailed in Price to Scale, one effective way to test a localized pricing strategy without upsetting your broader customer base is to run controlled, segmented experiments. Here’s how you can approach it:

Start with a clearly defined test group within your target market. Instead of applying the promotional pricing publicly across all regions, isolate the test to new prospects or specific cohorts in the new country. This limits exposure and avoids any spillover effects to existing customers elsewhere.
Use dedicated channels. Whether it's a separate landing page or a region-specific marketing campaign, make sure these offers are not visible to your global user base. This helps maintain pricing integrity and minimizes confusion.
Implement an iterative testing process. As explained in our pricing strategy book Price to Scale, a phased approach allows you to:

Roll out the promo offer to a small segment.
Monitor metrics like customer feedback, conversion rates, and churn.
Adjust the promotional tiers if necessary before broader implementation.

Tie the promotional pricing to strategic commitments. Instead of simply discounting, consider tying the offer to longer-term contracts, upgrades, or bundled features. This not only tests price sensitivity but also helps manage the overall value perception.
Analyze the results before scaling. The book emphasizes leveraging data from these tests to refine your approach. Using iterative rounds to validate key value drivers ensures that you can adjust for any market-specific nuances without risking your established pricing framework globally.

In summary, controlled pricing experiments—segmented by region and executed through dedicated channels—offer a robust method to test localized pricing strategies. This approach aligns with the iterative, data-driven pricing methods outlined in Price to Scale, ensuring that you maintain trust with your existing customers while effectively exploring new market opportunities.