# Case: Klasna's euro prices for diaspora families > Check the euro price list against what families abroad really compare it with, find the corridor per country and recommend one EU price. - Course: [Pricing: Set, Package and Raise Your Prices](https://productovi.com/courses/pricing.md) - Module: What do buyers compare us with? - Lesson 8/32, ~39 min - Source: https://productovi.com/courses/pricing/euro-prices-case ## Are we already expensive abroad? **Alex Tutor:** Still at Klasna, for this module's case. Fifty families in the EU take English with us, paying in euros. Nobody has looked at that price since it was set. **Nazar:** We set 15 euros a lesson in 2025: the 8-lesson price, 650, divided by 45 and rounded up. Now the euro is at 51, so 15 euros is 765 hryvnias. EU families already pay more than families in Ukraine. **Hanna:** I'd like to hear whether that's the right comparison before September 2027, when the new price list starts. **Alex Tutor:** Check his number first, then ask what families in Kraków or Munich actually compare us with. You have Klasna's EU families, their survey, a market scan and the differences in money. > **Exercise:** At 51 UAH per euro, by how many percent is the 15 EUR lesson above the 650 UAH 8-lesson price? To two decimals. ## What families abroad compare us with **Dataset (CSV):** [Klasna's EU English families](https://productovi.com/datasets/pricing/euro-prices-case/klasna-eu-families.csv) Families in October 2026 and their English lessons in September 2026, by country. - `country`: Country of residence - `families`: Families - `english_lessons_sep_2026`: English lessons in September 2026 **Dataset (CSV):** [What EU families would do without Klasna](https://productovi.com/datasets/pricing/euro-prices-case/klasna-eu-would-do-instead.csv) All 50 families, asked in September 2026; one answer each. - `kind`: What they would do - `families`: Number of families **Sofia:** Twenty-one of fifty would hire a local private tutor. The Ukrainian online options are only 14 together. **Nazar:** I always thought of the other Ukrainian schools as our competition abroad. **Alex Tutor:** They're the easiest to find, same language, same category. But a mother in Kraków is weighing us against the tutor down the street, paid in euros, not against Kyiv prices. **Hanna:** And the 765-versus-650 comparison? **Alex Tutor:** It compares us with our own price list in another currency. No family abroad makes that comparison. > **Exercise:** Which reference should Klasna's EUR price be checked against? ## A ceiling per country **Dataset (CSV):** [Market scan: English for a school-age child, October 2026](https://productovi.com/datasets/pricing/euro-prices-case/klasna-eu-alternatives.csv) Price per lesson in EUR, as the provider sells it; minutes is the length of one lesson. - `option_id`: Offer id - `country`: Where the offer is (online: anywhere) - `option`: Offer - `kind`: Kind of alternative, matching the survey - `minutes`: Lesson length, minutes - `price_eur_per_lesson`: Price per lesson, EUR **Dataset (CSV):** [Klasna English against a local private tutor](https://productovi.com/datasets/pricing/euro-prices-case/klasna-eu-differences.csv) Value per lesson for one family, in EUR. Only the lesson-length line is market-based; the rest are assumptions from parent interviews. - `difference`: What differs from a local tutor - `direction`: plus: better for the family; minus: worse - `value_eur`: Value per lesson for one family, EUR - `how_estimated`: Where the number comes from **Sofia:** Local tutors run from 24 to 40, but Poland and Germany are far apart. **Alex Tutor:** So compute a ceiling per country: the median local tutor there, plus the net differences. Then see which one a single EU price must fit under. **Nazar:** The Ukrainian-speaking tutor is our biggest plus. Parents in interviews kept coming back to it. **Hanna:** And our lesson is ten minutes shorter. That one has a market price, so it's the least arguable minus. > **Exercise:** What is the ceiling for families in **Poland**: the median local private tutor price there plus the net value of the differences? In EUR. ## One price for the EU **Leo:** Germany's ceiling is 36. Charge Germans more? **Alex Tutor:** Prices that differ by country of residence inside the EU run into EU rules against treating customers differently by where they live; whether those rules cover live online lessons sold from Ukraine needs a lawyer's check first, and such prices are hard to explain to families who compare notes. As of October 2026 the simple, safe answer is one EU price. A hryvnia price for families in Ukraine and a euro price for the EU is a different case, but check it the same way before launch. > **Exercise:** Germany's ceiling is 36 EUR and Poland's 26. Leo, Klasna's CEO, suggests charging German families more. What is the safe answer as of October 2026? **Sofia:** Then it must fit under Poland's 26, since Polish families are more than half. **Hanna:** And the floor in euros? Our English costs don't change abroad: 420 per lesson plus the 2.5% fee. > **Exercise:** What is the floor per English lesson in **EUR**: (390 + 30) / 0.975, converted at 51 UAH per euro? To two decimals. ## Where in the corridor **Nazar:** So 15 is inside the corridor. Then we're fine, aren't we? **Alex Tutor:** Inside, but low. A Polish family keeps 11 euros of value per lesson against its ceiling, a German one 21. That's a lot of value handed over, with contribution at 325.88. **Sofia:** And above 26, most Polish families would be better off with a local tutor. **Hanna:** So somewhere between, leaving families a margin they can feel. Show me two or three candidates before you pick. > **Exercise:** Which single EU prices for English would sit **inside** the corridor for Polish families (floor 8.45, ceiling 26 EUR)? Choose all that apply. **Alex Tutor:** What would a higher EU price do for Klasna's contribution? > **Exercise:** If the EU price became 22 EUR, what contribution per lesson would it leave Klasna? Rate 51 UAH per euro, fee 2.5% of the price, tutor 390 plus video and AI 30. In UAH, to two decimals. ## Your memo **Nazar:** Write it up for Hanna and me: the price, the reasoning, and what we tell the families who already study with us. **Alex Tutor:** Pick one EU price inside the corridor, show what Polish and German families keep, and what it does to contribution. Flag the assumptions and the VAT check. **Hanna:** One more thing: in the EU, consumer prices must include any VAT due. We haven't checked how VAT applies to our lessons there. **Sofia:** Then the memo says: check VAT per country before the new price goes live. **Alex Tutor:** And Hanna's VAT point, before you write. > **Exercise:** Since Klasna sells from Ukraine, it can show EU families a price without VAT and add any VAT at checkout. > **Exercise:** Write Nazar and Hanna a memo: Klasna's EUR price for English from September 2027. > **Key ideas** > > - A price abroad is not your home price converted at today's rate. Buyers compare it with **their** local alternatives. > - The cheapest or most familiar category (other Ukrainian schools) is not necessarily the reference; ask what families would actually do. > - Build a corridor per market; a single price must fit under the lowest ceiling of the groups that matter most. > - Guardrails, as of October 2026: EU consumer prices include any VAT due (check VAT per country before selling), no prices by country of residence without a legal check, notice for current customers. **Alex Tutor:** That closes the module. Next: what buyers will actually pay, and how to find out without asking "would you pay?". - Previous lesson: [Choosing a price stance](https://productovi.com/courses/pricing/choosing-a-stance.md) - Next lesson: [Value interviews: past spending, not promises](https://productovi.com/courses/pricing/value-interviews.md) --- Productovi Learning. Free, no sign-up needed to read.