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Run npx skillmds@latest add dragoon0x/willingness-to-pay in your terminal (requires Node.js), paste this page's agent-chat prompt into Claude, Cursor, or any MCP-connected agent, or download the SKILL.md file and copy it into your agent's skills directory.

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Is Willingness To Pay free to use?

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Who published Willingness To Pay?

dragoon0x (@dragoon0x) published this skill. Their other Agent Skills are listed on their SkillMD profile.

Willingness To Pay by dragoon0x — Agent Skill

Name: Willingness To Pay
Author: dragoon0x

Willingness To Pay

Determine what customers will actually pay using structured pricing research frameworks. Covers Van Westendorp, Gabor-Granger, competitive anchoring, and practical approaches for teams without formal research budgets. Use when setting initial pricing, considering a price increase, or entering a new segment.

dragoon0x Updated Sep 17, 2026

File contents

Willingness to Pay

Determine what customers will actually pay, not what you hope they'll pay.

How to use

/willingness-to-pay Apply pricing research constraints to this conversation.
/willingness-to-pay <product> Estimate willingness to pay for the described product.

Constraints

Van Westendorp Method

Four questions to ask target customers:

At what price would this be so cheap you'd question the quality?
At what price is this a bargain?
At what price is this getting expensive but you'd still consider it?
At what price is this too expensive — you'd never buy it?

Plot cumulative distributions. The intersections define your acceptable price range.
BEST FOR: consumer products, simple SaaS, products with comparable reference points
BREAKS DOWN FOR: complex B2B, negotiated pricing, products with no comparable

Gabor-Granger Method

Show a price, ask if they'd buy. Adjust up or down by 20-30%.
Repeat across a sample to build a demand curve.
Reveals the exact price-to-demand relationship.
Key decision: volume (lower price, more customers) or margin (higher price, fewer customers)

Practical Approach (No Formal Research)

Competitive anchoring: list 5-10 products your target already pays for. Your price MUST feel reasonable in that context.
Customer conversation mining: always ask "What are you currently paying to solve this problem?" Include money, time, and workarounds.
The 10x rule: product SHOULD deliver at least 10x the value of its price. If you can't articulate 10x, you have a value problem.
Price testing: A/B test on your website or offer different prices through different channels

Segment-Based Pricing

Different segments have different willingness to pay. Map each segment's pain level, alternatives, budget, and WTP range.
MUST price differently for different segments when value perception differs significantly
NEVER assume one price works for all segments

Anti-Patterns

Underpricing out of fear: if nobody pushes back on price, you're leaving money on the table
Cost-plus pricing: adding margin to costs ignores what the customer values
Competitor matching without considering whether your value proposition is different
One price forever: prices SHOULD evolve as product improves and you learn more
Ignoring price elasticity: a 20% increase with 5% churn is a massive revenue win. Do the math.

---name: willingness-to-paydescription: Determine what customers will actually pay using structured pricing research frameworks. Covers Van Westendorp, Gabor-Granger, competitive anchoring, and practical approaches for teams without formal research budgets. Use when setting initial pricing, considering a price increase, or entering a new segment.---# Willingness to PayDetermine what customers will actually pay, not what you hope they'll pay.## How to use- `/willingness-to-pay` Apply pricing research constraints to this conversation.- `/willingness-to-pay <product>` Estimate willingness to pay for the described product.## Constraints### Van Westendorp MethodFour questions to ask target customers:1. At what price would this be so cheap you'd question the quality?2. At what price is this a bargain?3. At what price is this getting expensive but you'd still consider it?4. At what price is this too expensive — you'd never buy it?- Plot cumulative distributions. The intersections define your acceptable price range.- BEST FOR: consumer products, simple SaaS, products with comparable reference points- BREAKS DOWN FOR: complex B2B, negotiated pricing, products with no comparable### Gabor-Granger Method- Show a price, ask if they'd buy. Adjust up or down by 20-30%.- Repeat across a sample to build a demand curve.- Reveals the exact price-to-demand relationship.- Key decision: volume (lower price, more customers) or margin (higher price, fewer customers)### Practical Approach (No Formal Research)- Competitive anchoring: list 5-10 products your target already pays for. Your price MUST feel reasonable in that context.- Customer conversation mining: always ask "What are you currently paying to solve this problem?" Include money, time, and workarounds.- The 10x rule: product SHOULD deliver at least 10x the value of its price. If you can't articulate 10x, you have a value problem.- Price testing: A/B test on your website or offer different prices through different channels### Segment-Based Pricing- Different segments have different willingness to pay. Map each segment's pain level, alternatives, budget, and WTP range.- MUST price differently for different segments when value perception differs significantly- NEVER assume one price works for all segments### Anti-Patterns- Underpricing out of fear: if nobody pushes back on price, you're leaving money on the table- Cost-plus pricing: adding margin to costs ignores what the customer values- Competitor matching without considering whether your value proposition is different- One price forever: prices SHOULD evolve as product improves and you learn more- Ignoring price elasticity: a 20% increase with 5% churn is a massive revenue win. Do the math.

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