Charge from Day One—Why Pricing is More Art Than Science and a Powerful Validation Tool

In the early days of a food delivery service, the founders were tempted to offer everything for free just to attract users. But before launching, they decided to validate the most uncomfortable part—pricing. They told every early prospect: 'We’re looking for five families willing to pay $30 for a month of service, up front, before we even finish developing.' Faces grew serious; some people hesitated, others just repeated the offer. Three out of ten meetings resulted in actual cash on the table—one even said, ‘That’s less than I spend on takeout in a week.’ This early test told them not only what customers valued, but also which features mattered enough to pay for.

As you work to launch or test a new offering, set a real price that reflects both your value and your research. Present it directly in any customer interaction, resisting the urge to fish for lowball numbers. Watch reactions—do people hesitate, get excited, or simply leave? Note any objections and follow up to learn more about their reasoning or alternative options. If sign-ups are too easy, try raising your price and test again. Using price as an early filtering tool clarifies your true customer base and eliminates guesswork—so give it a real-world try early, before you invest too much.