Pricing as an experiment

• price
• pricing
• too expensive
• discount
• rate
• quote
• margin

• When was the price last changed, and on what evidence?
• How often is the price challenged, and by whom?
• What is the win rate at the current price, by segment?
• What does the buyer save or earn from this?

• win rate at current price
• discount frequency and average discount
• value per {unit} by segment
• gross margin per {unit}

• A price set by fear rather than by evidence
• No mechanism for price to grow with value delivered

• If
  Almost nobody challenges the price
  Then
  It is probably too low. Test upward on new business only.
• If
  Price is challenged in most deals but win rate is high
  Then
  The price is near the edge; hold it and improve the value story.
• If
  Win rate is low and losses cite budget
  Then
  Test a smaller entry scope before cutting the price.

Quote the next ten new opportunities at a higher price. Change nothing else, and do not touch existing customers.

Read after 30 days.

• Revenue across the ten is higher than the previous ten even if win rate falls
• No increase in post-sale disputes

• Win rate collapses to a level that cannot fill {capacity}
• The higher price attracts buyers the business cannot serve profitably

• Total revenue rises → Adopt the price for new business; consider existing customers separately and with notice.
• Total revenue falls → Revert, and record the ceiling as a company fact rather than a fear.

Aury can carry out: read company, prepare document, file memory, flag risk. Specialists involved: finance, sales, strategy.

Your approval: The founder approves every price change before it is quoted.

Requires enough new opportunities to see a difference — ten is the practical minimum.

Price tests on existing customers carry relationship and, in some jurisdictions, contractual risk. This playbook deliberately restricts the test to new business.

Pricing early is a hypothesis, not a permanent decision. The mistake is leaving it untested for years, not getting it wrong at the start.

• Sourced operator experience: Founder/operator case study analysed inside Aurygine — bootstrapped B2B software company, 2026
• Sourced operator experience: Price-testing practice across small companies
• Aurygine synthesis: Aurygine synthesis across founder journeys

Confidence: medium. Last reviewed 2026-08-25. Your company's own recorded results override this playbook whenever the two disagree.