The Legacy Pricing
Update Protocol.
The Executive Verdict
"Raising prices is not an act of greed; it is a Re-alignment of Value. The Amateur views it as 'Betrayal' and apologizes. The Professional views it as a 'Sustainability Mandate.' You must bridge the gap between the product they bought 2 years ago and the platform you offer today."
- Value Bridge: Justify the gap.
- 90-Day Rollout: Don't shock them.
- No Apologies: Direct & Fair.
2. The Economic Reality (Revenue Drag)
Underpricing loyal customers is a tax on growth. Monetization is 4x more effective than acquisition.
| Metric | Maintenance Mode | Pricing Update (+15%) |
|---|---|---|
| ARR | $1,000,000 | $1,150,000 |
| Churn Impact | 0% (Theoretical) | ~2% (Low-Value Users) |
| Net New Revenue | $0 | $130,000 |
4. The Algorithm (90-Day Rollout)
The Data Audit (Days 1-15)
Identify Power Users vs. Zombies. Don't wake the Zombies unless you are okay with churning them.
The Beta Test (Days 15-30)
Test the email on 10% of the low-risk base.
If cancel rate > 10%, rewrite the Value Bridge.
The Announcement (Days 30-45)
Send to everyone. Offer a "Soft Landing" clause (Old rate stays for 2 months).
The Hard Switch (Day 90)
Automate the Stripe change. Staff up support for the "Inquiry Spike".
5. The Scripts (Word-for-Word)
"Hi [Name],
When you joined in [Year], we helped you [Initial Value]. Since then, we've shipped [Number] updates, including [Major Feature A] and [Major Feature B].
To continue investing in the performance you rely on, we are updating our pricing. Starting [Date], your rate will change from $[Old] to $[New].
Because you've been with us from the start, we are delaying this change for you until [Date + 60 days]. No action needed.
Result: No apology. Just facts, value, and a grace period.
8. The Failure Points
The "Silent" Hike
Sneaking it in without email.
Result: Trust Death. They will call it a scam.
The "Apology"
"We are sorry to inform you..."
Result: Implies guilt. Never apologize for sustainability.
9. The Connection
Subsidizing your own customers?
The Exeluma "Price Gap Calculator" identifies your Missing Margin and generates the revenue expansion plan.