Choose a Pricing Move Under Churn
Evaluate a pricing change by walking through willingness to pay, churn risk, contribution, and payback.
Pricing pressure The low-price plan has high support load and weak retention. A blanket price increase may improve ARPU while damaging payback. Pricing economics Price -> behavior -> contribution -> payback Price changes must be tested against customer behavior. The model is incomplete until churn and support cost move. Capture value where retention can support it. Price is a lever only if customer behavior keeps the unit economic loop intact. 01 Usage 02 Behavior 03 Package Segment usage Gate 1 High-usage accounts use five features weekly. Low-usage accounts use one feature monthly. How should the team frame the pricing decision?
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