Subscription Pricing - Is It Right for Your Business?

询问任何企业家，企业主或自由职业者的业务中最困难的部分 - 答案可能会让您感到惊讶。虽然您会认为鼓舞业务和转换客户是他们面临的最大挑战之一，但还有一项更令人生畏的任务……定价您的产品和服务。

For some industries, especially product-based businesses, it may be fairly simple to come up with how much you’ll charge — it could be as easy as adding manufacturing costs, shipping or delivery costs, and any other overhead.

For others — specifically, those that offer services or non-physical products like software — pricing may be a bit more challenging. There are a number of ways to approach pricing your products and services. In this article, we’ll be talking about one calledsubscription pricing. Let's take a closer look at the concept.

The Benefits of Subscription Pricing

Subscription pricing has become increasingly popular over the years — and for good reason. It can offer both businesses that leverage it and their customers a wide range of benefits. Some of these perks include:

Benefits to the Customer

• Smaller payments
• No need to remember to reorder
• 可预测的产品或服务交付
• 产品可以适应他们的口味

Benefits for the Retailer

• Predictable revenue
• Simpler customer retention
• Easier inventory management
• Increased engagement and loyal fans

如您所见，订阅定价策略对参与的每个人都是有益的。难怪81% of U.S. adults订阅至少一项服务 - 从狗粮到洗护用品再到晚餐再到娱乐。

Before we look into how subscription pricing works, let’s take a look at a few examples. You may be surprised to see how many different industries and products have jumped on the subscription bandwagon.

订阅定价示例

Amazon Prime

可能最通用n subscription-based service and the least thought of. For a low annual fee of $119, subscribers receive free two-day delivery — as well as access to streaming video, music, and games.

Image Source: Amazon

Netflix

For a monthly fee, this streaming entertainment service provides instant access to thousands of titles and makes recommendations based on what you’ve watched in the past.

Image Source: Netflix

HP Instant Ink

Gone are the days of running out of ink cartridges for your printer. An HP Ink subscription allows you to estimate how much printing you’ll do each month, and receive enough ink, delivered directly to your home or office, to keep you printing well into the future.

图像来源：HP

Barkbox

Barkbox provides a subscription box service for pet owners. For a monthly fee, you’ll receive a new box each time, filled to the brim with fun and useful items.

图像来源：树皮箱

如您所见，在订阅基础上可以提供哪些产品和服务时，天空是极限。

订阅定价模型

如果您想将订阅策略纳入您的业务的想法，则需要了解四种类型的订阅定价模型，并确定哪种最适合您。

These models include:

扁平率- 顾名思义，固定率或固定的定价模型为客户提供了一个价格的价格。这适用于具有一个买家角色和功能有限的产品的企业。这对公司来说很容易，对于客户来说很容易。bob全站app

分层- A tiered pricing model refers to offering various packages at different price points. This works especially well for companies with a diverse customer base and a variety of levels of service to offer. This type of pricing is very common among SaaS companies. It's flexible, scalable, and increases the lifetime value of a customer because they have the option to upgrade or downgrade service based on their needs.

基于用法- 也称为“消费”或“按需付费”模型，这种方法取决于消费者使用产品或服务的频率以及使用多少。当客户的使用变化很大时，这效果很好。该模型的一个例子是HP Ink，他以您每月使用多少墨水为基础。这为您的客户提供了很大的灵活性，并吸引了低前期成本吸引的新客户。

每个模块- With this approach, you have a base product offering and then provide options to upgrade the functionality for an increased price. This works well when your customers know what functionality they need. If multiple users work in a software program, however, not everyone needs the same level of access to complete their responsibilities, this would be a great option. When priced right, there is a strong incentive to upgrade.

使用者- 公司为其产品的每个用户收取费用。这类似于我们通过软件订阅熟悉的每个许可模型。bob电竞官方下载该模型适用于经常使用的产品以及协助组织合作的产品。与其他模型相比，它易于理解，可帮助您随着用户数量的增加而扩展收入，并提供更多可预测的收入。

Depending on the type of business you own, one of these models will likely make more sense for you. There is more information available to those wondering如何为SaaS产品定价.

Whether you are starting a new business or looking for a way to tweak your offerings to make it easier for customers to do business with you, subscription pricing may be the solution.

Choose the right model for you, research the competition, and then devise a strategy that will work for your company. Remember, you always have the option to beta test new products and methods to make sure that your new strategy will be well received.

Happy selling!