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Pricing: Set, Package and Raise Your Prices

Set a price you can defend. Find the floor your costs and your own time allow and the ceiling your buyers' alternatives set, learn what people will really pay, package it into plans with clear limits, show the total price honestly, give discounts only when they buy something, raise prices without losing trust, and test prices fairly, on realistic cases from an online tutoring school and a tutor's own practice.

Free32 lessons~14 h 47 min of learning

A tutor and a student smile on a laptop video lesson, with a blank orange price tag hanging from the laptop next to a balance scale and a stack of textbooks.

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Module 1: How low can the price go, and how high could it reach?
Three anchors for any price, the floor per lesson and per Club member, a solo tutor's rate floor from real hours, and a price corridor for a new exam-prep course.
1. 1.1Three anchors: cost, alternative, valueWhat a price must cover, what the buyer would do instead, and what the difference is worth: the three anchors of any price and the corridor between them.~22 min
  1.1 Three anchors: cost, alternative, value
  ~22 min · 9 exercises
  Start Read theory
2. 1.2The floor per lesson and per Club memberTutor payout, payment fees, video and AI cost set the lowest price that still pays, per lesson and per subscription month.~24 min
  1.2 The floor per lesson and per Club member
  ~24 min · 9 exercises
  Start Read theory
3. 1.3Dana's floor: a rate from real hoursA solo tutor's rate from target income, the hours actually worked, taxes and the quiet summer, and why a price per lesson can hide a low hourly rate.~26 min
  1.3 Dana's floor: a rate from real hours
  ~26 min · 9 exercises
  Start Read theory
4. 1.4Case: a price corridor for NMT SprintSet the floor and the ceiling for an eight-week exam-prep course from its costs, a market scan, a parent survey and the value of its differences, then recommend a price.~39 min
  1.4 Case: a price corridor for NMT Sprint
  ~39 min · 9 exercises
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Module examComplete 4 more lessons to unlock
Module 2: What do buyers compare us with?
The real alternatives, a value map, choosing a price stance on purpose, and euro prices for diaspora families.
1. 2.1The real alternatives, including doing nothingAnother school, a private tutor, free videos and apps, or no lessons at all: find what buyers really choose instead of you, and what each option costs them.~22 min
  2.1 The real alternatives, including doing nothing
  ~22 min · 9 exercises
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2. 2.2A value map: benefit against priceScore what buyers value, place every alternative by benefit and price, and see who is over- and under-priced for what they give.~25 min
  2.2 A value map: benefit against price
  ~25 min · 9 exercises
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3. 2.3Choosing a price stancePremium, mid or economy; launch high and step down, or enter low: choose where to sit on purpose, for Klasna and for Dana's practice.~22 min
  2.3 Choosing a price stance
  ~22 min · 9 exercises
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4. 2.4Case: Klasna's euro prices for diaspora familiesCheck the euro price list against what families abroad really compare it with, find the corridor per country and recommend one EU price.~39 min
  2.4 Case: Klasna's euro prices for diaspora families
  ~39 min · 9 exercises
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Module examComplete 4 more lessons to unlock
Module 3: What will buyers actually pay?
Value interviews, the four-question price survey and its limits, price ladders and pre-orders, and a Club survey that asked the wrong people.
1. 3.1Value interviews: past spending, not promisesBefore asking what buyers would pay, find out what they already did and spent: alternatives, money, time and the cost of the problem. Dana interviews her own learners.~22 min
  3.1 Value interviews: past spending, not promises
  ~22 min · 9 exercises
  Start Read theory
2. 3.2The four-question price survey and its limitsFour questions give a range of prices that feel acceptable to the people asked. Read Nazar's Club Plus survey, and see what such a survey can't tell you.~22 min
  3.2 The four-question price survey and its limits
  ~22 min · 9 exercises
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3. 3.3From words to money: ladders, pre-orders, depositsMeasure willingness to pay by what people do with real prices: refundable deposits, a fair price ladder and honest fake-door tests, tried on NMT Sprint.~25 min
  3.3 From words to money: ladders, pre-orders, deposits
  ~25 min · 9 exercises
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4. 3.4Case: the Club survey that asked only membersNazar's survey says half the Club's members would pay 650 for Club Plus. Add the people it never asked and the deposits that followed, then write the launch recommendation.~37 min
  3.4 Case: the Club survey that asked only members
  ~37 min · 9 exercises
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Module examComplete 4 more lessons to unlock
Module 4: What exactly are we selling?
The value metric, good-better-best tiers with real fences, free, trial or guarantee, and a Klasna Club redesign with a fair-use AI partner.
1. 4.1The value metric: what the price grows withPer lesson, per month, per practice minute or per result: choose the unit a price is charged per so it grows with the value the buyer gets and the cost of serving them.~25 min
  4.1 The value metric: what the price grows with
  ~25 min · 9 exercises
  Start Read theory
2. 4.2Tiers and fences: good, better, bestThree plans let different buyers choose for themselves, if each plan earns its place and the fences between them are real. Klasna Club's tiers, then Dana's three offers.~27 min
  4.2 Tiers and fences: good, better, best
  ~27 min · 9 exercises
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3. 4.3Free, trial or guarantee: what each costsA free first lesson, an intro call, a paid lesson with a money-back guarantee, a free trial: count what each costs and judge it by the paying customers it brings.~26 min
  4.3 Free, trial or guarantee: what each costs
  ~26 min · 9 exercises
  Start Read theory
4. 4.4Case: redesign Klasna Club for 2027/28Every Club member's AI usage in one month. Find who costs more than they pay, size a fair-use limit, weigh the annual plan and write the Club's 2027/28 offer.~41 min
  4.4 Case: redesign Klasna Club for 2027/28
  ~41 min · 10 exercises
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Module examComplete 4 more lessons to unlock
Module 5: How do we show the price honestly?
How buyers read a price, the total price up front, fake urgency and fake reference prices, and a price page to fix.
1. 5.1How buyers read a priceReference prices, anchors, the middle plan, per-month framing and charm prices: what the evidence says and the honest version of each.~25 min
  5.1 How buyers read a price
  ~25 min · 9 exercises
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2. 5.2The total price up frontFees, taxes, currency, renewals and an easy way out: show what a family will really pay before it commits, and make leaving as easy as joining.~26 min
  5.2 The total price up front
  ~26 min · 9 exercises
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3. 5.3Fake urgency and fake "was" pricesWhere persuasion becomes a dark pattern: reductions measured from a price nobody paid, countdowns that restart, invented scarcity, and Dana's honest price post.~23 min
  5.3 Fake urgency and fake "was" prices
  ~23 min · 9 exercises
  Start Read theory
4. 5.4Case: fix Klasna's exam-season price pageNMT Sprint's page is ready to go live with a "−20%" from a one-week price, a restarting countdown, false scarcity, a fee at checkout and a pre-ticked add-on. Find what misleads and rewrite it honestly.~35 min
  5.4 Case: fix Klasna's exam-season price page
  ~35 min · 10 exercises
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Module examComplete 4 more lessons to unlock
Module 6: When does a discount pay?
What a discount buys and gives away, fair segment prices, promotions that don't train buyers to wait, and a discount policy from a year of promo codes.
1. 6.1What a discount buys, and what it gives awayA discount is a price you pay for something: prepayment, commitment, volume, quiet months, a new family. Without a give-and-get it is margin handed to people who would have bought anyway.~26 min
  6.1 What a discount buys, and what it gives away
  ~26 min · 9 exercises
  Start Read theory
2. 6.2Segment prices with fair fencesDifferent prices for siblings, students, displaced families and veterans, regions and times of day are normal when the fence is real, easy to check and respectful. Plus Dana's rules for friends, early payers and quiet hours.~26 min
  6.2 Segment prices with fair fences
  ~26 min · 9 exercises
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3. 6.3Promotions without training buyers to waitList price against realized price: walk one order down the price waterfall, see how public sales and codes add up, and design promotions that don't teach families to wait for the next one.~20 min
  6.3 Promotions without training buyers to wait
  ~20 min · 8 exercises
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4. 6.4Case: write Klasna's discount policyA year of promo codes, English package sales by month and the September 2026 sale buyers. Find what the discounts bought and what they gave away, then write the policy Klasna will follow.~38 min
  6.4 Case: write Klasna's discount policy
  ~38 min · 9 exercises
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Module examComplete 4 more lessons to unlock
Module 7: How do we change a price?
Signs a price is too low, raising it with notice and care for existing customers, inflation, the hryvnia and competitor cuts, and reading a price change after the summer.
1. 7.1Signs a price is too lowA full calendar, a waitlist and no objections: reading the signals in Dana's evenings.~24 min
  7.1 Signs a price is too low
  ~24 min · 9 exercises
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2. 7.2Raising a price: whom, when, how muchNotice, the message and existing customers, as Dana raises her rate.~23 min
  7.2 Raising a price: whom, when, how much
  ~23 min · 9 exercises
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3. 7.3Inflation, the hryvnia and a competitor's cutIndex on your own costs, explain a rise honestly, answer a rival's cut without a price war, and never agree prices with competitors.~27 min
  7.3 Inflation, the hryvnia and a competitor's cut
  ~27 min · 10 exercises
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4. 7.4Case: the September 2027 price changeRead Klasna's price change after the summer: pre-buying, a fair window, the trend and the cost of lessons bought at old prices.~41 min
  7.4 Case: the September 2027 price change
  ~41 min · 10 exercises
  Start Read theory
Module examComplete 4 more lessons to unlock
Module 8: How do we test and review prices?
Fair and lawful price tests, reading them on revenue and retention, a recurring pricing review, and a one-page price recommendation.
1. 8.1Fair and lawful price testsWhat to vary, who takes part, what to disclose, and Dana's small sequential test.~23 min
  8.1 Fair and lawful price tests
  ~23 min · 9 exercises
  Start Read theory
2. 8.2Reading a price testRevenue and contribution per visitor and retention, not conversion alone, and an arm that ran only in the exam peak.~28 min
  8.2 Reading a price test
  ~28 min · 9 exercises
  Start Read theory
3. 8.3The pricing reviewA one-page yearly review: realized price, a price–volume–mix split, costs, competitors, AI tools with human checks, and Dana's own review.~24 min
  8.3 The pricing review
  ~24 min · 9 exercises
  Start Read theory
4. 8.4Case: Nazar's price recommendation for 2027/28Write the one-page recommendation: the price, the evidence, what's assumed, the notice and how the change will be judged.~34 min
  8.4 Case: Nazar's price recommendation for 2027/28
  ~34 min · 10 exercises
  Start Read theory
Module examComplete 4 more lessons to unlock

Pricing: Set, Package and Raise Your Prices

Module 1: How low can the price go, and how high could it reach?

Module 2: What do buyers compare us with?

Module 3: What will buyers actually pay?

Module 4: What exactly are we selling?

Module 5: How do we show the price honestly?

Module 6: When does a discount pay?

Module 7: How do we change a price?

Module 8: How do we test and review prices?