# Case: the Club survey that asked only members > Nazar'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. - Course: [Pricing: Set, Package and Raise Your Prices](https://productovi.com/courses/pricing.md) - Module: What will buyers actually pay? - Lesson 12/32, ~37 min - Source: https://productovi.com/courses/pricing/club-survey-case ## Nazar's plan **Alex Tutor:** Back at Klasna, end of January. This module gave you value interviews, the four-question survey and deposits. Now they meet in one decision: Club Plus. **Nazar:** Half the members who answered would buy Plus at 650. Half of 880 is over 400 people paying 200 more a month. I want to launch in March and advertise Plus to new families too. **Sofia:** The survey went only to members, though. Did anyone else answer? **Alex Tutor:** In December we added a second wave: 60 people who left the Club in 2026 and 100 families and adult learners with lesson packages who never joined. Same four questions, same Club Plus description. **Dataset (CSV):** [Club Plus price survey, November–December 2026](https://productovi.com/datasets/pricing/club-survey-case/klasna-club-plus-survey.csv) Every answer to the four-question survey about Club Plus (today's Club + two small-group speaking sessions a month with a tutor + a monthly progress report). Members answered in November (220 of 880); lapsed members and non-members in December. Prices in UAH a month, answered in round numbers. - `respondent_id`: Respondent id - `group`: member (pays for the Club now), lapsed (left the Club in 2026), non_member (has lesson packages, never joined) - `wave`: nov_members (Nazar's survey) or dec_others (the second wave) - `too_cheap_uah`: So cheap they'd doubt the quality - `bargain_uah`: A bargain - `getting_expensive_uah`: Getting expensive, but they'd still consider it - `too_expensive_uah`: Too expensive to consider - `buy_plus_at_650`: Would you buy Club Plus at 650 a month? definitely, probably, maybe or no **Alex Tutor:** Start where Nazar started: the members. Count those who answered «definitely» or «probably». > **Exercise:** What share of the 220 responding **members** said they would «definitely» or «probably» buy Club Plus at 650? In %, to two decimals. ## The people nobody asked **Nazar:** The second wave can't be that different. It's the same Club. **Alex Tutor:** Look at their four answers. Members put the acceptable range at 510 to 700. Lapsed members and non-members together put it at 310 to 450. **Sofia:** So for them, today's Club at 450 is already at the top of the range. **Alex Tutor:** Right. And of those 160 people, only 2 said they'd buy Plus at 650. Now count how many call 650 too expensive to consider. > **Exercise:** What share of the 160 **lapsed members and non-members** gave a «too expensive» price of 650 or less? In %, to two decimals. ## What people did **Alex Tutor:** In January, every member and everyone in the second wave got a real offer: a refundable 200 deposit to hold a place in Club Plus from March, counted toward the first month. **Dataset (CSV):** [Club Plus deposits, January 2027](https://productovi.com/datasets/pricing/club-survey-case/klasna-club-plus-deposits.csv) Refundable 200 UAH deposits for a place in Club Plus from March 2027, by segment. Members are split by their survey answer. - `segment`: Who was offered the deposit - `people`: People in the segment - `deposits`: Deposits paid **Nazar:** Thirty-one members paid. That's a start. **Hanna:** Thirty-one out of 880. Nazar's plan has 432. > **Exercise:** Of the 108 members who said «definitely» or «probably», what share paid the deposit? In %, to two decimals. **Alex Tutor:** And across all members, not just the yeses? > **Exercise:** In January, 31 of Klasna's 880 Club members paid the refundable 200 deposit for Club Plus. What share is that? In %, to two decimals. **Sofia:** So the realistic start is about 31 Plus members, mostly existing members upgrading. **Alex Tutor:** As a first estimate, yes: 31 × 200 is 6,200 a month extra, not 86,400. Some deposits will be refunded, and a few people will join without one. **Hanna:** So the 86,400 a month in the plan becomes about 6,200 of revenue, before any refunds. And revenue isn't what we keep: each Plus member also takes tutor time, 2 × 450 / 6 = 150 a month even in a full group of six. After the 2.5% fee, Plus adds at most 200 × 0.975 − 150 = 45 a member over the Club, so about 1,395 a month for 31 people. > **Exercise:** Which estimate of Club Plus members at launch is best supported by the evidence? **Alex Tutor:** Hanna wants it per member, after costs. > **Exercise:** Club Plus costs 200 a month more than the Club. Each Plus member takes tutor time of 2 × 450 / 6 = 150 a month even in a full group of six, and the fee is 2.5% of the price. At most, how much contribution a month does one Plus member add over the Club? In UAH. **Alex Tutor:** So what do you recommend Nazar launches? > **Exercise:** The evidence: 108 of 220 responding members said they would buy Club Plus at 650, but only 31 of all 880 members paid the refundable deposit; lapsed members and non-members put the acceptable range at 310–450 and paid 1 deposit out of 160; after tutor time and the fee, each Plus member adds at most 45 a month over the Club. Which launch plan for Club Plus at 650 fits best? ## Writing it up **Nazar:** Fine, not 432. But I still think Plus is a good idea. What do I tell Leo? **Alex Tutor:** That the idea may be good and the evidence is narrow. Plus at 650 looks like an upgrade for some existing members, not a way to bring new people in. **Hanna:** Start small, then. If 31 people join, that's five or six groups. I'd want to know they renew after the first month before anyone hires more tutors. **Sofia:** And the ads to new families? **Alex Tutor:** Their own answers say no at 650. If Klasna wants more people in, that needs a different offer, which is next module's question: what exactly we sell. > **Exercise:** Leo asks in one message: «Why not launch Plus to everyone in March, if half the members said yes?» Answer him in 2–3 sentences with the numbers: 108 of the 220 members who answered the survey said yes, which Nazar scaled to 432 of 880 members (+86,400 a month); lapsed members and non-members put the acceptable range at 310–450. **Nazar:** Now the full version. Leo reads it before Monday's planning meeting. **Alex Tutor:** Lead with the recommendation, then the two gaps in the evidence, then what you'll measure next. Show the members' numbers too; hiding them would look like hiding something. **Sofia:** Recommendation first, then who was asked, then said versus paid, then the next measurement. > **Exercise:** Write Nazar and Leo a recommendation: should Klasna launch Club Plus at 650, to whom, and what happens next? > **Key ideas** > > - A price survey describes only the people asked. Members said 510–700 for Club Plus; lapsed members and non-members said 310–450, and 86.88% of them called 650 too expensive. > - Stated answers overstate behaviour: 49.09% of responding members said yes, and 16.67% of those paid a refundable deposit (31 members of 880). > - Scaling stated answers to everyone gave 432 Plus members and +86,400 a month; deposits point to about 31 and +6,200 of revenue. > - Judge a new plan on contribution, not revenue: after tutor time and the fee, Plus adds at most 45 a member a month over the Club (about 1,395 for 31 members, with full groups). > - Recommend in proportion to the evidence: a small launch for those who committed, a clear next measurement and a decision date. **Alex Tutor:** You now know how to find out what people will pay. Next module: what exactly Klasna and Dana should sell, starting with what the price grows with. - Previous lesson: [From words to money: ladders, pre-orders, deposits](https://productovi.com/courses/pricing/from-words-to-money.md) - Next lesson: [The value metric: what the price grows with](https://productovi.com/courses/pricing/the-value-metric.md) --- Productovi Learning. Free, no sign-up needed to read.