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Estd 4.22.2023
Based on Price to Scale, the best approach is to build a pricing structure that both segments can relate to by using a multi-tiered framework that blends the "good–better–best" model with modular pricing elements.
Here’s how you can break it down:
• Use Multi-Tier Packaging: In Price to Scale (see page 29), we suggest creating graded packages that cater to different customer segments. For a B2C audience, you might offer a lower-cost, no-frills option that removes friction and increases volume, while B2B customers can be directed toward higher tiers that offer added functionalities or customization.
• Incorporate Modular Pricing: For more complex use cases—often seen with B2B clients—you can add modular components to your core offering. This allows you to attribute specific value to enhanced features or integrations that enterprise customers demand, while keeping your core simple enough for B2C adoption.
• Align Value with Willingness to Pay: The book emphasizes the importance of matching each package to the customer’s specific use case and perceived value. For example, B2C customers might prioritize ease-of-use and low entry cost, while B2B customers are more likely to invest in features that drive efficiency and ROI.
• Plan for Future Flexibility: As Price to Scale discusses (see pages around 91–93), getting the pricing structure right from the start is crucial, but remember that it’s relatively easy to adjust prices as you gather more insights on customer behavior. Designing a layered pricing strategy provides you with the agility to tweak packages to meet the evolving needs of both segments.
In summary, your best approach is to offer a clear, tiered pricing system that is both simple for B2C users and expandable for B2B clients. This dual-approach strategy not only addresses the different value perceptions but also positions your SaaS for scalable growth.