We Changed Our Pricing Three Times in Two Days

Pushed our pricing page live yesterday. Thought I'd share the messy reality behind how we landed on $9 / $29 / $79.

The short version:

Two days ago it was $6 / $24 / $39 (just converted from CHF because... that's what was in my business plan 🤷).

My co-founder Sophia wanted to go lower. Under $20 for the main plan.

Then she did the research. CAC math, payback periods, unit economics.

Next day: "I was wrong. We need to go higher."

What convinced us:

• At $6/month with ~$150 CAC, payback is 25+ months. That's not a business, that's a prayer.

• At $29/month, payback drops to ~5 months. Actually sustainable.

• Cheap prices attract customers who churn fast and complain loud.

Other decisions we made:

• Killed freemium before it existed. Solo founders can't afford free plans. Instead, we built a separate free tool (Clean_Name) as our top-of-funnel.

• Document-based trial, not time-based. 25 docs free. No expiration. You experience the value before you decide.

• Launch discount only on annual. Want that 4-months-free deal? Pay upfront. Cashflow > discounts.

• $799 Founding Member experiment. Lifetime access. Zero buyers so far. We'll see.

Honest take: I don't know if these prices are right. Might be too high. Might be leaving money on the table. But we shipped something, and we can adjust.

How did you set your prices? Did you start too low and regret it?