How to Change SaaS Pricing and Communicate the Change

SaaS 가격을 변경하려면 현재 가격 모델과 그 성과를 분석하는 것부터 시작하세요. 데이터를 검토하여 개선할 영역을 파악하고 향후 의사 결정 프로세스를 개선할 수 있습니다.

이 가이드는 가격 책정 전략을 검토하고 수정하기 위한 구조화된 프레임워크를 제시하며, 이는 수익과 고객 인식에 잠재적인 영향을 미칩니다.

Before making a pricing overhaul, ask yourself these key questions:

• Have your expenses been increasing? Server upgrades, software licenses, and other expenses sometimes make a price adjustment necessary to maintain profitability.
• Have you added significant new features or value?  If you’ve launched new features or functionality, your pricing should reflect the new value you’re offering.
• Are you targeting a new market segment? Entering a new market may require adjusting your pricing to appeal to different customer needs and budgets.
• Are you concerned about customers choosing competitors who offer more value? If your offering seems less attractive in the market, a price decrease or new tiers could regain competitiveness.
• Are your churn rates or CAC higher than you’d like? Provided that your metrics are favorable, it might be best to uphold your existing pricing strategy.
• 수익 목표를 달성하고 계신가요? 수익 성장 목표를 달성하려면 현재 가격 책정 방식에 대한 조정이 필요할 수 있습니다.

만약 “에 대한 답변이예” 중 하나라도 해당된다면, 귀사의 SaaS 가격 모델은 검토 및 변경을 통해 개선될 가능성이 높습니다. 이 가이드에서는 현재 성과를 평가하고, 전략적 목표를 수립하고, 적절한 가격 모델을 설정하고, 새로운 가격 전략으로 전환하는 동안 고객을 참여시키는 단계를 살펴봅니다.

Take a close look at your existing pricing data. Start with an analysis to gather information and assess the current state of performance. Understanding this is the foundation of a successful pricing change. 

Gather Your Data: Collect data on key metrics for the past 6-12 months (or longer, if available). Start by pulling information from your billing/subscription system.  How many customers are on each plan? These metrics are the basis of your analysis:

• Customer Acquisition Cost (CAC): The average cost of acquiring a new customer.
• Customer Lifetime Value (CLTV): The average revenue a customer generates over their entire relationship with your company.
• Customer Churn: This metric quantifies the rate at which subscribers cease to utilize a particular service..
• Average Revenue Per User (ARPU): The average revenue generated per user/customer.
• 가격 모델: 현재 사용 중인 모델은 무엇입니까(예: 무료 체험, 정액제, 계층형, 사용량 기반 등)? 계층은 몇 개이며, 각 계층에 몇 명의 고객이 있고 가격대는 어떻게 됩니까? 

예: 

패턴 및 추세 파악: 데이터 내에서 패턴이나 상관관계를 찾아보세요.

• 특정 가격 등급이 다른 등급보다 더 인기가 있습니까?
• 가격과 이탈 사이에 상관관계가 있습니까?
• 고객이 가장 중요하게 생각하는 기능은 무엇입니까?
• Are specific customer segments more profitable than others?

Self-Assessment Questions: Ask yourself the following questions to gain further insights:

• Is our pricing model aligned with our overall business goals?
• Are we capturing the full value of our product with our current pricing?
• Are our customers satisfied with our pricing model?
• Are we leaving money on the table by underpricing?
• Are we pricing ourselves out of the market?
• Is our pricing easy for customers to understand?

가격 변경을 통해 달성하고자 하는 목표를 명확히 하십시오. 이는 전략을 수립하고 효과를 측정하는 기준점이 됩니다.  

가격 변경을 고려하는 근본적인 이유를 생각해 보십시오. 동기는 목표 선택과 전체 비즈니스 비전에 따른 전략 조정에 중요한 역할을 합니다. SaaS 가격 최적화의 일반적인 이유:

• 재무 성과: You might be struggling to cover costs or achieve desired profit margins. Raising prices or optimizing your pricing model can contribute to improved profitability.
• Pricing Consideration: Analyze whether your current pricing represents the value your product offers after recent upgrades.
• Competitive Pressure: If competitors offer similar products at different price points, you might need to adjust to remain competitive.
• New Market Entry: If you’re expanding into a new market segment, you might need to adjust your pricing to appeal to different customer groups.
• Changing Customer Needs: As your target market evolves, so do their needs and willingness to pay. A pricing change can help you cater to these shifts.
• Mature Stage: 제품이 성숙해짐에 따라 가치를 극대화하고 성장을 유지하기 위해 가격 책정을 재평가해야 할 수 있습니다.
• 운영 요인: 인플레이션, 인건비 상승 또는 기술 개선과 같은 시장 및 비용 관리 문제는 기업이 가격을 조정해야 할 수 있습니다.

일반적인 목표에는 수익 증대, 수익성 개선 또는 특정 고객 세그먼트 유치가 포함됩니다. 구체적으로 측정 가능한 목표를 설정하십시오(예: “4분기에 ARPU 10% 증가”).

잠재적 목표 브레인스토밍: Start by listing all possible objectives you might want to achieve with a pricing change. Consider these categories:

• 매출 성장: Increase overall revenue, ARPU,  or customer lifetime value (CLTV).
• Profitability: Improve gross margins, reduce customer acquisition cost (CAC) or churn rate.
• Market Positioning: Attract a new customer segment or increase market share.
• Other Objectives like improving customer satisfaction or encouraging specific product usage patterns.

Prioritize Your Objectives: Not all objectives are created equal. Rank them based on their importance and relevance to your current business needs. What are the top 3 objectives you want to focus on?

SMART 목표 설정: 우선순위가 지정된 각 목표에 대해 구체적이고, 측정 가능하며, 달성 가능하고, 관련성이 있으며, 기한이 정해진(SMART) 목표로 전환하십시오.

예: “수익 증대” 대신 “향후 6개월 이내에 ARPU를 10% 증가”와 같은 목표를 설정하십시오.

“새로운 고객 세그먼트 유치” -> 연말까지 50개의 새로운 엔터프라이즈 고객 확보.

전반적인 전략과 일치: Ensure your pricing objectives align with your company’s overall strategic vision and mission.

Choose the model that fits with your goals and customer needs. The right pricing model requires some analysis to decide the strategy that will suit your business needs and customer profiles. This will depend on your product, target market, objectives, and value proposition.

Determine what pain points your product resolves for your customers and how it compares to your competition in terms of features, usability, and overall value. Understanding your product’s strengths and weaknesses will allow you to determine which model works best for you.

Identify common SaaS pricing strategies and how well they work for your business. For detailed steps on how to determine the right pricing strategy for your SaaS, refer to our companion article: SaaS 가격 책정 방법. Consider these popular pricing strategies for SaaS price optimization:

• Transition Plan: Existing customers remain on their current plans, while new subscribers pay the new price. This will ease the transition and encourage customer loyalty.
• 단계별 가격 책정: Offer pricing plans with different features and cost options that appeal to  different customer profiles and preferences, enabling a variety of approaches for different customer segments.
• 사용 기반 가격: 고객 사용량에 따라 요금을 부과하면 공정하다는 인식이 높아져 사용량이 증가하는 경향이 있습니다.
• 가치 기반 가격 책정: 제품이 제공하는 인지된 가치를 염두에 두고 가격을 설정하십시오. 그런 다음 이를 프리미엄 가격 책정의 근거로 사용하십시오.

Tell your customers about the changes openly and honestly. Transparency builds trust. When customers understand the reasons for a price change, they’re more likely to accept it. And how this is communicated makes a difference.

4.1. Craft Your Message. Explain the changes in simple terms.

Highlight the value proposition for customers affected by the revised pricing model. Emphasize new features, better performance, and increased support.

Acknowledge concerns upfront and offer solutions (e.g., grandfathering existing customers, discounts, or flexible payment options).

Explain the reason for the price change (e.g., increased costs, new features, market adjustments).

4.2. To effectively communicate with all your customers, consider using various channels.:

• Email Announcements: Consider using personalized emails to directly communicate with customers. Send targeted emails based on their current plan or usage.
• 블로그 게시물: 변경 사항과 그 이유를 설명하는 자세한 블로그 게시물을 게시하세요. 고객 평가와 사례 연구를 포함하여 제품 효과에 대한 증거를 제시하세요.
• 앱 내 메시지: 애플리케이션 인터페이스 내에서 사용자에게 관련 정보를 제공하세요.
• 소셜 미디어 업데이트: Share news about the pricing change on your social media channels and engage with customers’ comments and questions.
• Webinars: Host webinar and QA sessions to provide insights and address questions.

4.3. Develop a communication timeline:

• Early Announcement: Provide customers with advance warning about the changes, aiming for a minimum of 30-60 days.
• Reminder Emails: Use follow-up emails when the implementation date is near.
• Post-Change Communication: Following changes, communicate updates about the transition with the specific impact they will experience.
• 적극적인 연락: 고객 지원을 개인화하기 위해 가격 변경에 가장 큰 영향을 받는 고가치 고객 또는 모든 고객에게 반드시 연락하십시오.

Implement your new SaaS pricing strategy and then monitor its effects on metrics such as customer acquisition, churn, and revenue. Then think of your pricing as a living, breathing entity that requires attention to thrive. Continuously monitor performance metrics, gathering customer feedback to inform adjustments.

Track Key Metrics: Create a dashboard that illustrates pertinent metrics like revenue, churn rate, ARPU (average revenue per user), CLTV (customer lifetime value), and conversion rates. Regularly review this data, checking weekly or monthly, to monitor progress toward your pricing goals. Be aware of fluctuations and investigate spikes or drops to understand whether they’re linked to your pricing changes or other factors.

Seek Customer Feedback: Collecting feedback from customers helps in acquiring a more complete understanding of their needs and preferences. Reach out through surveys, interviews, feedback forms, and monitor social media and review sites. Ask them about their satisfaction with the new pricing, whether they feel the value aligns with the cost, and what improvements they’d like to see. It’s possible their observations could offer a different perspective on your current strategy.

Analyze and Iterate: While a price increase could impact churn, it’s crucial to analyze changes and re-evaluate if needed. Look into how each customer segment reacts to the increase to determine if some are more sensitive than others. Experiment with various pricing options, discounts, and promotions to understand your customer base’s preferences. After using A/B testing, compare options and determine the most effective approach.