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Pricing interview questions before you launch

Eleven questions for founders who have no customers yet

Question bank for pricing a product before launch, in three parts: their current spend, the four Van Westendorp range questions and commitment.
Ask them in this order so the money questions come last, after people have described their own costs. Source: Koji synthesis, after Peter van Westendorp, ESOMAR Congress, 1976
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Eleven questions for a founder with no customers who needs a first price. The first four ask about the buyer's current spend and who decides. The next four are the Van Westendorp range questions, which find the prices they find too cheap, a bargain, expensive and too expensive. The last three test commitment. Use them in about 12 to 15 minutes per person with 15 to 20 target buyers, and note the reason behind every number. Koji can run the same interview and follow up on each answer.

Where this appears

What's in this question bank

Their world first

  1. What do you use today to solve this, and what does it cost you each month?
  2. How many hours does it take, and who does the work?
  3. What did the last problem with it cost you in money or lost work?
  4. Who decides whether you buy something like this?

The four range questions

  1. At what price would this be so cheap you doubt its quality?
  2. At what price would it feel like a bargain?
  3. At what price would it start to feel expensive, but you would still think about it?
  4. At what price would it be too expensive to consider?

Commitment

  1. Would you put down a refundable deposit this month to get early access?
  2. What would have to be true for you to say yes?
  3. Who else would need to agree before you could pay?

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<p>Source: <a href="https://www.koji.so/visuals/pre-launch-pricing-interview-questions">Pricing interview questions before you launch</a>, Koji</p>

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