# Pricing record

**Product or service:**  
**Customer group:**  
**Product stage:** [idea / prototype / lightweight MVP / pre-launch / live]  
**Currency:**  
**Date completed:**  
**Next review:**  

Use this record for one offer to one customer group. Write “I don't know yet”
where the information doesn't exist; an empty field is more accurate than a
number copied from a competitor.

## The customer comparison

**Result the customer wants:**  
**Evidence for that result:**  
**What they do now:**  
**What the current arrangement costs in money:**  
**What it costs in time, effort, risk, or lost opportunity:**  
**Why they may keep it:**  
**What the customer is likely to compare my price with:**  
**What remains uncertain:**  

## Comparable offers

Keep the price attached to the package, customer, and date. Add only offers a
customer could reasonably compare with yours.

| Company or alternative | Customer | Price and currency | What's included | Limits, usage, or support | Buying route | Source URL | Date checked |
| --- | --- | --- | --- | --- | --- | --- | --- |
|  |  |  |  |  |  |  |  |
|  |  |  |  |  |  |  |  |
|  |  |  |  |  |  |  |  |

**What the comparison helps me understand:**  
**What it can't tell me:**  

## My proposed price

**Price:**  
**What creates a charge:**  
**Charging model:** [one-off / subscription / retainer / per seat / per use / hybrid / per outcome / marketplace take-rate / other]  
**Billing period:**  
**What the customer can expect to pay in a normal month or purchase:**  
**How they can limit or predict the bill:**  
**Reason for this model:**  
**Main risk in this model:**  

## Number of plans

Use three only when three different customer situations or levels of service
already exist. Leave the unused rows blank.

| Plan | Customer situation | Result | Volume, access, or scope | Support or implementation | Price | Why this plan exists |
| --- | --- | --- | --- | --- | ---: | --- |
| 1 |  |  |  |  |  |  |
| 2 |  |  |  |  |  |  |
| 3 |  |  |  |  |  |  |

**If I'm using one plan, why is one enough?**  
**If I'm using three, which real customer situation makes the middle plan necessary?**  
**Evidence for any “most popular” label:**  

## Number presentation

**Displayed number:**  
**Presentation:** [round / just-below / calculated proposal / other]  
**What I want it to communicate:**  
**Why that fits the purchase and position:**  
**What I will need to test:**  

## Direct cost per customer or sale

Use the same period and unit as the proposed price. Include costs that rise
when a customer buys, uses, or needs delivery.

| Direct cost | Amount per customer, sale, or month | Source | Fact or estimate? |
| --- | ---: | --- | --- |
| Materials or inventory |  |  |  |
| Delivery labor or contractor |  |  |  |
| My delivery time |  |  |  |
| Hosting |  |  |  |
| AI or API use |  |  |  |
| Payment fee |  |  |  |
| Customer support |  |  |  |
| Shipping or fulfillment |  |  |  |
| Expected refund or credit |  |  |  |
| Marketplace or partner payment |  |  |  |
| Other |  |  |  |
| **Total direct cost** |  |  |  |

### Your-time calculation

**Hours required per customer or sale:**  
**Hourly value or replacement-cost assumption:**  
**Your time cost = hours x hourly value:**  

**Why I chose this hourly value:**  

## Gross-margin calculation

```text
Revenue = price x units sold
Gross profit = revenue - total direct cost
Gross margin = gross profit / revenue x 100
```

**Revenue:**  
**Total direct cost:**  
**Gross profit:**  
**Gross margin:**  

**Which figure is least certain?**  
**What could make direct cost rise?**  

## Operating-cost estimate

Operating margin is normally calculated across the whole business. This
section gives you a planning estimate; it isn't a set of company accounts.

| Monthly operating cost | Amount | Source | Fact or estimate? |
| --- | ---: | --- | --- |
| Product development |  |  |  |
| Marketing and sales |  |  |  |
| Admin and accounting |  |  |  |
| Software and tools |  |  |  |
| Insurance, legal, or compliance |  |  |  |
| Your pay or other salaries not included above |  |  |  |
| Other |  |  |  |
| **Total operating cost** |  |  |  |

```text
Operating profit = gross profit - operating expenses
Operating margin = operating profit / revenue x 100
```

**Expected monthly revenue:**  
**Expected monthly gross profit:**  
**Monthly operating cost:**  
**Estimated operating profit:**  
**Estimated operating margin:**  

## Capacity check

**Customers, bookings, projects, transactions, or hours I can support each month:**  
**Revenue at that capacity:**  
**Direct cost at that capacity:**  
**Your hours at that capacity:**  
**Operating profit estimate at that capacity:**  
**The first part likely to run out:**  

## Route to payment

**Route:** [self-serve checkout / free trial / recorded demo / live demo / paid pilot / proposal / procurement / other]  
**What the customer needs to understand before paying:**  
**Which risk or question requires a person, if any:**  
**What setup or onboarding is required:**  
**Who uses the product:**  
**Who releases the money:**  
**Who else can stop or approve the purchase:**  

## Free, trial, pilot, or discount

**Entry condition:** [none / free user / trial / discounted customer / paid pilot / other]  
**Full price:**  
**Temporary price:**  
**Reason for the difference:**  
**What the customer gives or does in return:**  
**Start and end date:**  
**What this condition can tell me:**  
**What it can't tell me:**  

## Real-payment test

**Customer group:**  
**Offer and price:**  
**Route to payment:**  
**Number of people who will receive the offer:**  
**What will stay the same during the test:**  
**Start date:**  
**Stop rule:**  
**Review date:**  

| Customer reference | Saw the real price | Paid | Refused | Asked for discount | Reason or comparison in their words | Used | Renewed, canceled, or referred | Support and delivery cost |
| --- | --- | --- | --- | --- | --- | --- | --- | --- |
|  |  |  |  |  |  |  |  |  |
|  |  |  |  |  |  |  |  |  |
|  |  |  |  |  |  |  |  |  |

## After “too expensive”

**What did they compare it with?**  
**Which result or value remained unclear?**  
**Which proof was missing?**  
**Was the budget available to this person?**  
**Was the final bill predictable?**  
**What changed between interest and refusal?**  
**Did the answer point to price, customer fit, timing, proof, packaging, or approval?**  

## Evidence

### Customer words and sources

- 

### Customer actions

- 

### Payment, refusal, renewal, churn, or referral

- 

## Assumptions

- 

## Missing information

- 

## Decision

**Keep, change, raise, lower, repackage, or test again:**  
**Reason:**  
**Evidence that conflicts with the decision:**  
**What will stay unchanged:**  
**Next review trigger:**  
**Next review date:**