Subscription businesses need to constantly be optimizing revenue through pricing. In our experience, we see this philosophy reflected by companies that, generally, update their pricing at least annually (which means that they’re thinking about pricing constantly throughout the year). Why do you do this? Because pricing is the key growth lever behind the other seven strategies I just discussed. I can’t stress this enough—your subscription service could be sitting on vast amounts of unrealized value, simply because it hasn’t taken the time to test the market with new pricing strategies.
