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BUSINESS STRATEGY

Build Your Go-To-Market and Revenue Plan

Define Your Revenue Streams and Pricing

List the ways you’ll make money and how you’ll price each offering. Pricing must reflect perceived value, usage patterns, and competitive realities — not just internal costs. Revenue streams should scale with your customer base and strategy.

Why it's Matters

Revenue streams and pricing are not just financial decisions, they shape your product, customer expectations, and GTM strategy. Misaligned or overcomplicated pricing can stall deals, confuse your team, and disconnect you from your ICP. Clarity here = faster growth and better retention.

What You Need to Do

  • Define how your company makes money

  • Align pricing with perceived value and usage patterns

  • Create a revenue model that scales with your business

  • Test and evolve pricing based on customer behaviour

How to Approach It

List all potential revenue streams:

  • Subscription / SaaS

  • Usage-based (API calls, seats, credits)

  • One-time fees (setup, onboarding, licenses)

  • Services / consulting

  • Partnerships / revenue share / licensing

Choose what fits your model and your customer’s budget logic


Choose a pricing strategy:

  • Cost-plus - mark up based on delivery costs (less common in SaaS)

  • Value-based - priced according to customer outcomes or ROI

  • Competitor-based - anchor around market norms

For startups, value-based is ideal but often harder to test without usage data


Design pricing structure:

  • Free tier? Trial? Discount plans?

  • Per user, per company, per usage unit?

  • Transparent pricing vs. sales-led quotes?

Test and validate with customers:

  • Use discovery interviews to understand willingness to pay

  • Try pricing in different tiers or bundles

  • Watch what causes friction or leads to drop-off in early sales

Deliverables

  • Revenue model overview (1-pager or slide)

  • Pricing strategy rationale

  • Draft pricing sheet (internal and/or external)

  • Alignment notes: how pricing supports growth goals

How to Tell if You Got It Right

  • Customers understand your pricing quickly

  • Sales isn’t constantly negotiating or “explaining” pricing

  • Revenue predictability improves

  • Customers expand over time (upgrades, usage, retention)

What to Watch Out For

Pricing that’s too low (signals low value or burns cash)

Pricing that’s too high without a clear ROI narrative

Too many options and customers get overwhelmed

Misalignment between pricing and GTM or product logic

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