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    Course · Business Strategy trackStrategy

    Willingness-to-Pay

    WTP signals and defensible price ranges.

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    Run this as a workshop

    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Pricing Tier Builder
    Good · Better · Best columns with features and price.
    Pricing Willingness Interviews
    Van Westendorp · 4 price questions · 8 buyers.
    Define · Unit Economics
    CAC, LTV, payback — agreed in one number each.
    Brainstorm
    Grid of sticky notes to fill in.
    Tactics that execute this

    Concrete plays and workshops you can run to ship this strategy.

    Pricing Willingness Interviews
    Tactic
    Run Van Westendorp-style price interviews with 8 target buyers.
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    Business Model
    How the business creates, delivers and captures value in one coherent design.
    Business Model Canvas
    Nine building blocks (customers, value, channels, revenue, resources, activities, partners, costs).
    Value Proposition Canvas
    Match customer jobs, pains and gains to products, pain relievers and gain creators.
    Revenue Models
    Subscription, usage, transaction, licensing, marketplace, ads — pick what fits value delivery.