Business Models & Unit Economics~20 min

Price Is a Decision, Not a Discovery

You launch a project-management tool at $19/month because "that's what everyone charges." Sales are fine. A board member asks: "What happens at $29?" You panic-answer: "We'd lose customers."

She doesn't blink: "How many can you afford to lose?"

You raise the price ~53% (from $19 to $29). Roughly how much of your customer base could walk away before the raise costs you revenue?