What to charge for
Job-to-be-done: self-paced language learning
Value metric proxies:
- Live classes scheduled
- Live classes taken
- Self-paced lessons downloaded
- Lessons taken
- Translations completed
- Test score / language proficiency improvement
- Vocabulary improvement
- Challenges won
How to charge
Questions to add to survey/interview to help determine pricing structure (optional):
- Would you prefer to pay an ongoing subscription or make a one-time upfront payment? (For our language-learning app, this could help us determine whether to offer a flat-rate “lifetime access” option, in addition to a regular subscription.)
- Do you plan to share your subscription with anyone? (This might help us decide whether a per-user approach could work.)
How much to charge
Van Westendorp Price Sensitivity Meter questions:
- At what price would you consider the product to be so expensive that you would never consider buying it?
- At what price would you consider the product to be starting to get expensive, but you’d still consider buying it?
- At what price would you consider the product to be a really good deal—a bargain?