# Case: the September 2027 price change

> Read Klasna's price change after the summer: pre-buying, a fair window, the trend and the cost of lessons bought at old prices.

- Course: [Pricing: Set, Package and Raise Your Prices](https://productovi.com/courses/pricing.md)
- Module: How do we change a price?
- Lesson 28/32, ~41 min
- Source: https://productovi.com/courses/pricing/september-price-change-case

## September looks like a disaster

**Alex Tutor:** Early November 2027 at Klasna. On 1 June Nazar announced +50 UAH per lesson on every package from 1 September; packages bought before then kept the old price. English went to 700 / 670 / 630.

**Leo:** I've seen September. English sold almost 40% fewer lessons than a year ago. We broke the business. Do we roll it back?

**Nazar:** I haven't slept much either. But I'd like to read all of it before anyone rolls anything back.

**Alex Tutor:** Here are English package sales, May to October, this year and last. Start where Leo started: September against September.

**Dataset (CSV):** [English package sales, May–October 2026 and 2027](https://productovi.com/datasets/pricing/september-price-change-case/klasna-english-package-sales-2026-2027.csv)

One row per month and package size. Prices rose by 50 UAH per lesson on 1 September 2027 (announced on 1 June); packages bought before that kept the old price. Money in UAH.

- `month`: Month of sale (YYYY-MM)
- `package_lessons`: Lessons in the package: 8, 16 or 32
- `price_per_lesson_uah`: Price per lesson the family paid
- `packages_sold`: Packages sold that month
- `lessons_sold`: packages_sold × package_lessons
- `sales_uah`: lessons_sold × price_per_lesson_uah

> **Exercise:** By what percentage did English **lessons sold** in September 2027 change against September 2026? To two decimals (use a minus sign for a fall).

## Where the families went

**Sofia:** September is down 39%. But June to August 2027 look much bigger than last summer, especially the 32-packs.

**Alex Tutor:** That's the month after the announcement. Families who were going to buy in September bought in summer at the old price, and many chose the biggest package to lock in as many lessons as they could.

**Hanna:** Which is fair. We told them they could, three months ahead. It just moves the sales in time.

**Alex Tutor:** Compare the summer 32-packs, then read the whole window, June to October, so the pre-buying and the dip cancel out.

> **Exercise:** How many **32-lesson** English packages were sold in June–August 2027 together?

**Alex Tutor:** Now the whole window in lessons: June to October, this year against last.

> **Exercise:** Use the dataset. English sold 24,640 lessons in June–October 2026. By what percentage did **lessons sold** in June–October 2027 change against that? To two decimals.

> **Exercise:** By what percentage did English **sales in UAH** for June–October 2027 change against June–October 2026? To two decimals.

**English lessons sold by month**

| Month | 2026 | 2027 |
| --- | --- | --- |
| Jun | 3280 | 4592 |
| Jul | 2160 | 3392 |
| Aug | 4000 | 5968 |
| Sep | 8240 | 4992 |
| Oct | 6960 | 7184 |

*June–August 2027 pre-buying at the old price, the September dip, October back above last year.*

## Against what we'd have sold anyway

**Leo:** So lessons are up 6% and money up almost 10%. We won, then?

**Alex Tutor:** Careful. In May, before the announcement, English was already selling 7.95% more lessons than a year earlier. Last year isn't the right yardstick; last year plus that trend is.

**Sofia:** At the May trend, June to October would have sold about 26,599 lessons. We sold 26,128.

> **Exercise:** Before the announcement, May 2027 sold 7.95% more English lessons than May 2026. At that trend June–October would have sold 26,598.56 lessons; Klasna sold 26,128. What is the best reading?

**Alex Tutor:** So the price cost about 1.8% of volume against the trend, while October sales are up 11.75% on a year ago. And some pre-bought lessons will still replace purchases in November and December, so read it again in January.

**Alex Tutor:** October is the first month without pre-buying in it. How did it do?

> **Exercise:** English sold 6,960 lessons in October 2026 and 7,184 in October 2027. By what percentage did October **lessons sold** change? To two decimals.

**Hanna:** One more cost of the pre-buying. A 32-pack lesson bought at 580 in August is taught this autumn at the new payout of 410. It leaves 124.03, against 172.78 at 630.

**Sofia:** So the rise reaches the money slower than the price list says, but it does arrive.

**Alex Tutor:** Check Hanna's number for a pre-bought lesson.

> **Exercise:** A 32-pack English lesson bought at **580 UAH** in August is taught this autumn at the new payout of 410, with video and AI at 31.47 and a 2.5% payment fee. What contribution does it leave? To two decimals.

**Alex Tutor:** Nazar has a question about next time.

> **Exercise:** Nazar asks: "Next time, should we give only two weeks' notice, so fewer families buy ahead?" What is the best answer?

> **Exercise:** Leo is still worried about September. In 2–4 sentences, explain why September's −39% is not the effect of the price change, with numbers.

**Nazar:** Next time, should we give less notice? Two weeks, so fewer families stock up?

**Alex Tutor:** The notice is what made the rise fair, and pre-buying is the price of that fairness. Keep the notice and plan for it: cash arrives early, lessons come later, tutors need the hours in autumn.

**Leo:** And if I'd rolled it back in September?

**Alex Tutor:** You'd have taught families that a loud month makes Klasna blink, and the next change would be harder. Decide in advance which window and which yardstick will judge a change, then wait for it.

## Your turn: the memo

**Leo:** Write it down for me. Was the change a mistake, what happened, and what do we do next September?

**Alex Tutor:** Lead with the answer, then the numbers that carry it, then what you still don't know.

> **Exercise:** Write Leo a memo: was the September 2027 price change a mistake, and what do we do next time?

> **Key ideas**
>
> - **Don't judge a price change by the month after it.** September 2027 English lessons were −39.42% on a year earlier because families pre-bought: summer 32-packs 195 vs 90 (+116.67%).
> - **Read a window** that holds the pre-buying and the dip: June–October lessons +6.04%, sales +9.74%.
> - **Compare with the trend, not just last year:** at May's +7.95% the window would have sold 26,598.56 lessons; 26,128 is 1.77% below.
> - **October is the cleanest month:** lessons +3.22%, sales +11.75%, average price 662.14 vs 611.61.
> - **Pre-bought lessons carry new costs:** a 580 lesson taught at the 410 payout leaves 124.03, not 172.78. Plan cash and tutor hours for it.
> - Read again after the pre-bought lessons are used up.

**Alex Tutor:** That closes the module on changing prices. The last module asks how to test a price before you change it, and how to review prices every year.

- Previous lesson: [Inflation, the hryvnia and a competitor's cut](https://productovi.com/courses/pricing/inflation-hryvnia-competitors.md)
- Next lesson: [Fair and lawful price tests](https://productovi.com/courses/pricing/fair-price-tests.md)

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