Pricing your software service involves ensuring the price reflects what customers believe the service is worth. You want to set a price that customers are happy to pay, since they understand the value they're receiving in return. Value-based pricing isn't just good for your customers – it also helps your business grow. Nevertheless, a 2021 survey found that just 39% of software-as-a-service (SaaS) companies report taking a value-based approach to pricing, while 27% relied on their own judgment and 24% followed their competitors' pricing.

SaaS businesses need to take a flexible approach to pricing that meets the needs of different customer segments. When you get pricing right, you'll retain more customers. And when your pricing model isn't quite right, conversion rates could decrease.

Deciding how to price your service requires understanding how your business is differentiated, what your customers value and how they use what you offer. You'll also need to monitor what's happening in the market and be ready to shift prices as your service grows and changes. Below, we'll compare the various SaaS pricing models, describe how they work and explain how to choose the right one for your business.

What's in this article?

• Types of SaaS pricing models
  
• How does SaaS pricing work?
  
• What makes SaaS pricing models different from other pricing models?
  
• How to choose the right pricing model for your SaaS business
  
• SaaS pricing best practices for businesses
  

Types of SaaS pricing models

Software-as-a-service (SaaS) pricing models are the various ways in which SaaS businesses can charge for their online services. Each model has its own logic and suits different kinds of services and customer needs. Here's an overview of some of the most common types:

• Subscription model
  The subscription model is a favourite because it's predictable for both the business and the customer. Customers pay a set rate regularly – often monthly or annually – for access to a software application. Customers know what they're going to pay and companies can count on steady revenue.

• Usage-based model
  In the usage-based model, the cost depends on how much a customer uses the service. Think of it as being similar to a pay-as-you-go mobile phone plan. It can broaden a company's customer base, appealing to customers who appreciate a pay-for-what-you-use philosophy.

• Tiered pricing
  This model offers a range of packages with varying features and price points. This method caters to different user groups – from individuals to large businesses – by providing them with the flexibility to choose a package that best fits their needs and budget.

• Freemium model
  In this model, a company provides the basic features of its software for free, while charging for more advanced features or additional services. It's an effective way to encourage loyalty to the product before asking customers to commit financially.

• Per-user pricing
  With per-user pricing, the cost increases with each additional user. This model works well for business-to-business services where the value of the software grows as more team members use it.

• Flat-rate model
  The flat-rate pricing model is all about simplicity: one product at one price. It's less common because it doesn't account for different customer needs, but it can be a strong statement that the company prioritises simplicity and has confidence in its product.

Each of these models has unique strengths and addresses different customer preferences and usage patterns. The key for SaaS companies is to match their pricing model with the value they provide to their customers, ensuring that the price reflects the service's worth while also aligning with the customer's perception of what their company offers.

How does SaaS pricing work?

SaaS companies need to develop a pricing model that sustains the business and feels fair and acceptable to the customer, encouraging long-term loyalty and growth. Here's how to determine your approach to pricing as an SaaS business:

• Cost analysis
  The first step is thoroughly examining the costs associated with providing the service. These include server expenses, software maintenance, updates and customer support. Ensure that the price covers these costs while also leaving room for a profit margin.

• Value assessment
  Next, assess the service's value to the customer. Consider the features of the service, the problems it solves and how it can increase efficiency for customers. This perceived value affects the price that customers are willing to pay.

• Market research
  Then conduct market research to understand what competitors are doing. Evaluate what similar services charge and determine where your service fits within that range. Pricing too high or too low can be detrimental.

• Pricing structure selection
  Decide on a pricing structure that aligns with customer usage patterns and preferences. Whether it's a tiered model that grows with the customer or a per-user model that scales with the size of the customer team, the structure should reflect how the customers derive value from the service.

• Adjustment and flexibility
  SaaS pricing isn't permanent. Make ongoing adjustments based on market changes, new feature releases or shifts in customer feedback. Regular reviews and adjustments help keep pricing relevant and competitive.

• Transparency and communication
  Clearly communicate about pricing structures and any changes. Customers appreciate knowing what they're paying for and why, so providing this information in an accessible way is part of a successful pricing strategy.

What makes SaaS pricing models different from other pricing models?

The way we charge for software has changed dramatically. Instead of charging customers once for a product, companies now offer ongoing access and support through subscriptions. This approach requires keeping customers happy over an extended period of time – not just at the point of sale. Let's look at what makes the subscription approach stand out:

• Customer lifetime value
  SaaS models focus on the entire life cycle of the customer relationship. The goal is to maximise the value that a customer receives over time, encouraging ongoing use and creating opportunities for upselling. This long-term view affects how pricing is structured and how services are marketed and sold.

• Data-driven pricing strategy
  With an SaaS model, companies have access to a wealth of customer data that can inform pricing decisions. They can track how customers interact with their software and which features are most used and valued. This data allows for a nuanced pricing strategy that aligns with actual usage patterns. This is rarely possible in traditional sales models, where the relationship with the customer often ends after the initial sale.

• Dynamic pricing flexibility
  SaaS companies can adjust pricing more frequently based on real-time market feedback and customer data. Traditional models may require physical packaging changes or lengthy update cycles to change pricing, whereas SaaS companies can iterate pricing quickly to respond to market demands or strategic shifts.

• Operational costs
  The recurring revenue model of SaaS requires careful management of operational costs to maintain healthy profit margins over time. This involves making strategic decisions about infrastructure investments, such as whether to use cloud services or maintain in-house servers, which can significantly impact profitability.

• Churn rate and customer retention
  Churn rate is an important metric for SaaS pricing strategies. The goal is to set a price that reduces churn while still capturing the full value of the service. This balance is complex and requires ongoing refinement to ensure that pricing does not cause customers to leave.

• Value proposition alignment
  SaaS companies must ensure that their pricing model communicates the service's value proposition effectively. This often means bundling features in a way that makes the perceived value clear and aligns with the problems that the software solves.

• Monetisation of service evolution
  As SaaS products evolve, pricing models must monetise new features and services without alienating existing customers, who may be accustomed to the functionality available at their original subscription level.

How to choose the right pricing model for your SaaS business

Choosing how to price your software subscription service is a complex decision that depends on knowing your product and your customers well. Here's a guide to help you find the most suitable pricing strategy:

• Evaluate product value
  Begin by evaluating what your product offers and the specific value it provides to customers. Determine which features are most used and valued by your customers and align your pricing model with those usage patterns. For example, if the product's value is in its breadth of features, a tiered pricing model might be most appropriate.

• Understand customer segments
  Segment your potential customer base and understand the different needs and value perceptions of each segment. A startup with a tight budget will have different needs and a different price sensitivity to a large enterprise. Your pricing model should cater to these different segments effectively, perhaps through tiered options that can scale depending on the customer.

• Analyse competitor pricing
  Examine how direct competitors and similar service providers price their products. This will help you learn what the market standard is, understand the unique value proposition of your product and set a competitive price.

• Assess market position and branding
  Are you a premium service or a cost-effective alternative? Ensure your pricing model aligns with the overall branding and positioning of your company in the market.

• Consider costs and profit margins
  Account for the costs of delivering your service and the profit margins you aim to achieve. Your pricing model should sustain your business and support growth. Note that the goal is profitability and that your pricing should reflect the quality and costs of your service.

• Experiment with models
  Don't be afraid to experiment with different pricing models before choosing one. A/B testing different models with different segments of your customer base can provide valuable insight into how to maximise adoption rates and revenue.

• Plan for evolution
  Your pricing model should evolve as your services and market mature. Consider how you will adjust your model as your business scales and as customer needs change.

SaaS pricing best practices for businesses

SaaS pricing isn't just about how much to charge; it's also about how you frame and implement your pricing strategy. A successful pricing strategy will retain happy customers and ensure that there is minimal friction in the payment process. Here are some best practices that can help achieve this:

• Set simple and clear pricing
  Keep your pricing structure simple and easy to understand. Complex pricing can confuse potential customers, leading to hesitation or loss of interest. Clearly define what each price includes and avoid hidden fees that can damage trust and satisfaction.

• Align price with customer value
  Set prices that reflect the value your customers get from your service. This means understanding the benefits from the customer's perspective and setting a price that matches their expectations and the outcomes they experience.

• Review and adapt pricing regularly
  The market and your product will evolve and so should your pricing. Regular reviews allow you to adjust prices based on new features, changes in cost, competitive pressures or shifts in customer demand and usage patterns.

• Communicate with transparency
  When pricing changes occur, communicate them to your customers transparently. Explain the reasons behind price increases or changes in the pricing structure and give customers ample notice before changes take effect.

• Encourage value-based upselling
  Encourage upgrades and opportunities for upselling by tying them to clear value propositions. Show customers how moving to a higher tier or purchasing additional features will benefit them directly.

• Make data-driven decisions
  Analyse customer usage data to inform your pricing strategy. Look at which features are the most and least used and consider how you can adjust pricing to increase adoption and revenue.

• Ensure fair pricing
  Ensure that your pricing is fair and does not exploit customers. Fair pricing builds long-term relationships and customer loyalty, which is invaluable for SaaS companies that depend on subscription renewals.

Learn more about how Stripe helps enable dynamic, customisable billing models for SaaS businesses.