How to Price a New SaaS Product From Scratch

The average SaaS company spends 8 hours total on pricing decisions across its entire business lifetime. The result is a round number - $49, $99, $299 - that felt like it wouldn't cause friction, with no evidence it reflects what buyers will actually pay. Products priced too low convert at the same rate as products priced correctly, but generate 40-60% less revenue per account. That gap compounds every month.

Why this happens

Pricing a new product is uncomfortable. There's no data, no track record, and no obvious anchor. Founders default to one of three moves: pick a number low enough that price won't be the reason someone says no, look at the cheapest competitor and go under it, or charge what their first prospect said they'd pay without testing whether that prospect is representative.

None of these approaches surface willingness to pay. They surface willingness to not be rejected. The first is a useful instinct for sales; it's a bad heuristic for pricing. The cheapest competitor benchmark doesn't tell you what your buyer values - it tells you what one competitor decided, which may itself be a guess. The single prospect data point is a sample size of one.

The right price for a new SaaS product is the one that your highest-intent segment will pay, that doesn't signal the wrong quality tier, and that leaves room to raise as you prove additional value. Getting there requires a method, not a feeling.

What to check first

Four questions before you set a number:

What does your buyer currently pay to solve this problem? "Currently pay" means money spent on alternatives - a competitor, a consultant, a manual process with staff hours attached. A 10-person team spending 4 hours a week on a task your tool automates is spending roughly $4,000-$8,000 per month in labor cost. That's your real price ceiling anchor, not the competitor charging $29 per month.
Who is your highest-intent segment? The buyer who will pay the most isn't always the buyer easiest to reach first. Define which segment gets the most value from your product in the shortest time, and price for them - not for the broadest possible audience.
What does your price signal about your tier? In B2B, price is a signal before it's a cost. A $19 per month product signals self-serve and low-touch. A $500 per month product signals a vendor relationship and support expectations. Check whether the number you're considering signals the right tier to your target buyer.
What is your time-to-value? Products where a buyer gets a clear result in under 10 minutes can support a free trial. Products where value takes weeks to realize need a different conversion strategy. Your trial model should match your time-to-value, not what other SaaS companies do.

How to fix it

Step 1: Anchor to alternatives. Before setting any number, document what your target buyer currently spends - in dollars or hours - to solve the problem. Calculate the cost of the manual or existing solution. Your price should represent clear savings or clear ROI against that baseline. If you can't make that case, the price is the wrong variable to fix.

Step 2: Run price sensitivity. The Van Westendorp Price Sensitivity Meter gives you an acceptable price range from real or simulated buyer responses - four questions that plot a lower bound, upper bound, and point of maximum acceptability. Most early-stage SaaS founders find their gut-feel price sits at or below the "bargain" threshold, meaning buyers aren't registering it as a real cost. Full methodology: How to Run a Price Sensitivity Analysis for Your SaaS.

Step 3: Test the threshold. Check whether your price sits inside the acceptable range where it reads as fair value. A price below the lower bound signals low quality. A price above the upper bound creates friction that kills the deal. Inside the range, the exact number matters less than landing within it.

Step 4: Match the trial model to time-to-value. If your product delivers a clear, tangible result in under 10 minutes, a free trial is your strongest conversion tool - buyers can feel the value before committing. If your product has network effects or needs high acquisition volume to make the model work, freemium gets users in the door faster. If value takes weeks to appear, a time-limited trial will frustrate buyers before they see the payoff - consider a guided onboarding period instead.

Remove the guesswork

Running Van Westendorp with enough buyers to get statistically meaningful results takes time most early-stage founders don't have. RightPrice runs price sensitivity across 100+ synthetic buyers in your target segment and returns your optimal price range, a confidence score, and a trial strategy recommendation - in hours rather than weeks.

Find your optimal price range with RightPrice