Trial
What it means
Pricing is part of distribution because it affects trust, conversion, sales motion, and the type of customer you attract.
The useful version of this topic is not theoretical. It should change something visible: the customer you choose, the words on the page, the offer in the email, the onboarding step you remove, or the metric you watch every week.
A good test is whether a founder could use this page and do something before lunch. If the answer is no, the topic is still too abstract.
Actions
Start with the smallest action that creates contact with reality. For early distribution, reality usually means a buyer, a user, a search result, a conversation, or a payment.
- Anchor price to the value created.
- Choose a model that matches how customers receive value.
- Test pricing in real conversations before locking it in.
Measure
Measure the signal closest to customer progress. Vanity numbers are allowed only if they predict something better later.
- Conversion rate
- Average revenue per account
- Payback period
Template
Customer outcome: [time saved, money made, risk reduced] Value created: [$ or hours per month] Pricing model: [seat, usage, tier, flat, enterprise] Objection: [why they may resist paying] Test: [five ICP conversations or live pricing experiment]