StartUp Founders: Don’t Hesitate, Start Charging Now

February 24, 2023 2 mins read

A mistake many early-stage entrepreneurs make is not introducing pricing quickly enough in the market. Often, founders begin by offering their product or service for free to gather market research, learn from customers, and create excitement. However, they tend to hesitate when it comes to having the difficult conversations about pricing and charging customers for their offerings.

This reluctance usually stems from a sense of guilt or a belief that their product isn’t good enough to warrant payment. Overcoming this mindset is crucial for startups to progress and establish a viable business model. Avoid offering your product or service entirely for free. Instead, consider implementing a trial period or a limited free version to entice customers without undervaluing your offering.

Remember that product-market fit (PMF) isn’t truly established until you understand what you can charge for your product and can generate revenue in the market. As Guy Kawasaki, the renowned entrepreneur, venture capitalist, and author, said, “Ideas are easy. Implementation is hard.” Converting legacy free users to paying customers can be a challenging task, so it’s essential to start pricing discussions early and work towards determining the true value of your solution.

By having those tough conversations and beginning to charge for your product, you’ll gain valuable insights into your customers’ willingness to pay and the perceived value of your offering, setting your startup on the path to success. Good luck!

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