# Case: Nazar's price recommendation for 2027/28 > Write the one-page recommendation: the price, the evidence, what's assumed, the notice and how the change will be judged. - Course: [Pricing: Set, Package and Raise Your Prices](https://productovi.com/courses/pricing.md) - Module: How do we test and review prices? - Lesson 32/32, ~34 min - Source: https://productovi.com/courses/pricing/price-recommendation-case ## One page for 2027/28 **Alex Tutor:** Back to May 2027, before the announcement. Nazar has to send Leo and Hanna one page: Klasna's package prices for the 2027/28 school year. You'll write it with him, from everything the year has produced. **Nazar:** Here's what I have. The test: 670 beat 620 on revenue and contribution per visitor and kept buyers as well; 720 ran only in the peak and lost in the same weeks. Hanna's costs for September: payout 410, video and AI 31.47 at a planning rate of 47. **Leo:** And a rival at 540 for the spring. I still say 720: we'd make 260 a lesson. **Alex Tutor:** Per lesson, yes, if families bought it. The test says they bought it less and came back less, and it never ran outside the peak. A page has to rest on what the evidence supports. **Alex Tutor:** Check Leo's 260 first. > **Exercise:** With next year's costs (payout 410, video + AI 31.47, fee 2.5%), what contribution would one English lesson leave at **720 UAH**? To two decimals. **Sofia:** Start with the costs: the cost-neutral price is 642.02, so 22.02 of a +50 step is costs. What share is that? > **Exercise:** The cost-neutral price for the English 16-pack is 642.02 UAH, against 620 today. What share of a **+50 UAH** step do the cost increases explain? In %, to two decimals. **Hanna:** Which is why the message names both reasons. And at 620 with the new costs, the English 16-pack lesson drops to 163.03. Holding the price is a decision too. **Alex Tutor:** Check Hanna's number for holding the price. > **Exercise:** If Klasna holds the English 16-pack at **620 UAH**, what contribution does one lesson leave with next year's costs (payout 410, video + AI 31.47, fee 2.5%)? To two decimals. > **Exercise:** With next year's costs (payout 410, video + AI 31.47, fee 2.5%), what contribution does one English lesson leave at **670 UAH**? To two decimals. ## What the page must say **Alex Tutor:** Four options are on the table: hold 620, cover costs only at about 642, +50 to 670, or +100 to 720. Pick one and show why the others lose. > **Exercise:** Which option for the English 16-pack does the evidence support best? **Nazar:** The test was English only. Do we touch maths and programming? **Alex Tutor:** Say what you know and what you assume. One +50 step everywhere is simple to explain, but for maths and programming it's a judgment, not a test result. Name it and plan to watch those subjects closely. **Alex Tutor:** So how does the page treat maths and programming? > **Exercise:** The price test covered only the English 16-pack. How should Nazar's page treat the +50 step for maths and programming? **Hanna:** Then the how: notice on 1 June, packages bought before 1 September at the old price. Expect families to buy ahead in summer. Cash comes early, lessons later. **Alex Tutor:** So the page also says, in advance, how you'll judge it: a window from June to December against the trend, never September alone. And what would make you reverse. > **Exercise:** Klasna will announce the change on 1 June, and packages bought before 1 September keep the old price. What should Nazar's one page say about **how the change will be judged**? Select all that apply. **Leo:** And the rival at 540? **Alex Tutor:** One line: we watch lost enquiries and differentiate; we don't match and we don't talk prices with them. Everything else on the page is about our own costs and our own families. **Hanna:** One more line for the diaspora families. Their EUR prices weren't in the test and aren't on this page. They get their own review on the same date. **Sofia:** So the page covers hryvnia packages only, says so, and leaves Klasna Club and the EUR prices for their own decisions. **Alex Tutor:** Exactly. A page that says what it doesn't cover is easier to trust than one that seems to cover everything. **Alex Tutor:** Last check on the page's edges. > **Exercise:** What should Nazar's page say about the rival's 540 and the EUR prices for families abroad? > **Exercise:** Leo still wants 720. Answer him in 2–4 sentences with the test numbers. From the spring test: 720 ran only in weeks 5–8, the exam peak; in those weeks it brought 604.80 UAH of revenue per visitor against 694.40 at 620 and 710.20 at 670, converted 5.25% against 7.00% at 620, and 33.33% of its buyers came back within 60 days. Over all eight weeks 670 brought 592.28 per visitor against 575.36 at 620, with the same repeat rate (40.72% vs 40.95%). ## Your turn: the recommendation **Nazar:** Write it. One page, numbers first. Leo reads it tonight. > **Exercise:** Write Nazar's one-page price recommendation for 2027/28. > **Key ideas** > > - **A price recommendation rests on evidence:** the test (670 beat 620 per visitor, kept buyers as well; 720 untested off-peak), the costs (cost-neutral 642.02) and the market. > - **Show why the other options lose:** holding 620 cuts the lesson to 163.03 at the new costs; costs alone (about 642) leave the tested value unused; 720 isn't supported. > - **Split the reasons honestly:** 22.02 of the +50 (44.04%) is costs, the rest is value. > - **Separate what you tested from what you assume** (maths and programming). > - **Agree the yardstick before the change:** a June–December window against the trend, the notice and the pre-buy plan, and what would make you reverse. > - Rivals: watch and differentiate, never coordinate. **Alex Tutor:** That's the whole course: a floor and a ceiling, what buyers compare and pay, what you sell and how you show it, discounts, changes, tests and a yearly review. Whatever you price next, start from the evidence and say your reasons out loud. - Previous lesson: [The pricing review](https://productovi.com/courses/pricing/the-pricing-review.md) --- Productovi Learning. Free, no sign-up needed to read.