How to Run a Pricing Project — 4-Phase Framework

Kyle Poyar’s practical framework for executing a pricing change, from strategy through post-launch follow-through.

The 4 phases

1. Set the strategy — define goals, analyze current pricing data
2. Validate with customer research — test assumptions against real customer behavior
3. Prepare for implementation — quantify expected financial impact on a customer-by-customer level, mapping how much each customer would pay under new pricing
4. Follow through post-launch — monitor, iterate, adjust

Key data inputs for pricing analysis

• Sales KPIs: win/loss rates, win-loss reasons, conversion rates by segment, package mix by segment, average discounts by plan and customer size
• Customer behavior: churn rate by plan, NDR by plan, NDR by ACV
• Product engagement: utilization by feature

Critical step

Quantify the expected financial impact at the individual customer level before launch. Map how much each customer would pay if migrated to the new packages and pricing.

Connects to pricing strategy, SaaS metrics, usage-based pricing.

Open questions

• How do you handle the customer communication around pricing changes — especially for existing customers on legacy plans?
• What’s the right sample size for customer research validation?