The general framework for pricing is: Cost base - Value based - Competitor based - pricing strategy
1. Cost based - you actually check what are the costs and apply standard industry / target markup
2. Value based pricing can be done in 2 ways:
- For existing products you compare the value proposition and features of your product vs. the VP of your competitors. If you have a significant difference in value prop - you have to define how much value you propose to the customer in $ terms.
- For new products you have to calculate the value of the closest alternatives and think how much additional value we provide by replacing them. Basically it's the customer WTP - the willingness to pay. Think of the discount airlines compared to trains or buses
3. Competitor based pricing - basically it's benchmarking against competitors. Make sure you take into account the segment (i.e. in premium higher price may be the proxy for quality)
4. Pricing strategy - here you define how you will price the product taking into account 1,2,3 and your company strategy. Maybe you decide to have a zero margin if you can crossell other services. Or maybe you would like to subsidize to win the competition. Also think of price differentiation and having different pricing tiers (e.g. basic, premium or even fremium) and how it helps to drive price perception and fulfill strategic goals