How to a Set Pricing Strategy that leads with value and speaks the truth.

Price is a promise—make it on purpose.

When people buy from you, they’re not just paying for a product; they’re investing in the outcome you’ve promised. That’s why pricing isn’t a spreadsheet exercise—it’s a statement of what you believe your work is worth and the change it creates.

I sat with a Brisbane founder who launched a D2C offer at a “friendly” price to win market share. Orders came in. Profit didn’t. Shipping and returns chewed the margin, and a small “handling fee” appeared at checkout. Customers felt misled, trust cracked, churn followed.

Around the same time, a major cinema chain was penalised for drip pricing—proof that clarity isn’t just good ethics, it’s required. In both stories, the lesson is the same: when price and truth diverge, trust disappears.

If price is how you signal value and fund growth, then a vague or “we’ll-fix-it-later” approach quietly taxes your runway. Set pricing that leads with value, tells the truth up front, and gives customers the confidence to say yes.

Let me walk you through how to set your pricing strategy the right way—step by step.

Price is leadership in a number format. Lead with value, price with truth.

What Is a Pricing Strategy?

Plain English: a pricing strategy is the system you use to decide what to charge, how to show it, and when to change it—so customers say “yes” and your unit economics work.

Here’s what this includes:

• Models: cost-plus, value-based, competitive, tiered, bundles, dynamic

  
  

• Packaging: good-better-best, add-ons, order bumps, discounts, trials

  
  

• Display rules: single total price, GST-inclusive, no drip pricing

  
  

• Change rules: promos, indexation to CPI, review cadence

Each lever can grow revenue—but only if it aligns with customer value and Australian pricing law (ACCC “single price”, no hidden mandatory fees, and honest comparisons). ACCCbusiness.gov.au

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Why It Matters

Unit economics decide if you scale or stall

Price drives contribution margin, CAC payback, and runway. A 5–10% price lift can beat months of traffic hacks when margin is tight.

Trust is part of the price

If your displayed price jumps at checkout due to “fees,” customers feel tricked. ACCC has acted on drip pricing and unclear displays, and reputational damage lingers. ACCCCourier Mail

Positioning lives in your pricing

Price anchors perceived quality. Too low, you signal “risky”; too high without proof, you repel. Strategy matches value story + packaging + proof.

Momentum compounds

A founder we worked with moved from a single $79 offer to good-better-best tiers with add-ons. Same traffic, AOV up 22%, churn down, and cash to reinvest.

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What You’ll Need Before You Start

Before you dive in, make sure you’ve gathered these:

• Costs & margins: landed cost, fulfilment, support, payment fees

• Value map: outcomes customers buy, not features

• Competitor scan: price ranges, tiers, discount patterns

• Legal checklist: single total price displayed (incl. GST and mandatory fees), no drip pricing, honest “was/now” comparisons ACCC+1business.gov.au

• Data sources: ABS CPI series (for indexation guidance) Australian Bureau of Statistics

• Analytics: AOV, gross margin/order, conversion rate by price, refund rate

Having these ready upfront will save you hours later and reduce mistakes.

Your pricing should focus on value, regardless if its service-based or product-based.

How to Set Your Pricing Strategy:

Step-by-Step

Step 1: Decide what your price needs to achieve

• Pick one main goal: higher margin, more market share, premium positioning, or steady cashflow.

• Write one sentence your price should say to customers (e.g., “Premium quality, built to last”).

• Keep this goal visible while you do the next steps.

Step 2: Choose a basic pricing model

• Start with value-based: “What is the outcome worth to the customer?”

• Sense-check with cost-plus: cost + your required profit.

• Sanity check against competitors: where do you want to sit—below, match, or above?

Step 3: Know your unit economics

• List every cost per sale: product/service cost, payment fees, shipping, support time, discounts.

• Calculate margin = price – all costs.

• Run three cases: lean (best case), typical, heavy-support (worst case). Your price must work in “typical.”

Step 4: Create clear packages (good / better / best)

• Offer 2–3 tiers so customers can choose.

• Name tiers by outcome, not features (e.g., Launch, Grow, Scale).

• Add simple add-ons (setup, priority support, care kit) for speed or convenience.

Step 5: Show the full price upfront (be transparent)

• Display one total price including GST and any mandatory fees.

• If you show “was/now,” make sure the “was” price was real and recent.

• Put a short “What’s included” list next to the price.

Step 6: Test small changes, not big swings

• Try one change at a time (e.g., +5% price or new middle tier) for 7–14 days.

• Track: conversion rate, average order value, margin, refunds.

• Keep what lifts profit without hurting trust.

Step 7: Set simple discount rules

• Decide what can be discounted, how much, when, and who approves.

• Use limited-time offers for launches or EOFY—don’t train customers to wait for sales.

• Keep a short offers calendar so the team stays consistent.

Step 8: Plan regular reviews (and increases)

• Review pricing quarterly or when costs change.

• For long contracts, consider an annual increase (e.g., CPI) and state this clearly in proposals.

Step 9: Update everything in one sweep

• Change price in: website, checkout, ads, sales decks, proposals, invoices (show GST clearly).

• Add a short “Why this pricing” note to anchor value (outcomes, support, guarantees).

Step 10: Train the team and watch the numbers

• Give sales/support plain-English answers to “too expensive” and “what’s included?”.

• Review weekly: pricing questions, refunds, coupon use, win/loss notes.

• Adjust copy or packaging before touching price again.

Trusted Australian links to check while you build:

ACCC – Price displays, single price, drip pricing (clarity and compliance). ACCC

ACCC – Pricing overview (surcharges, setting prices, accuracy). ACCC

ABS – CPI (for indexation references). Australian Bureau of Statistics

ATO – Tax invoices (showing GST clearly on invoices). Australian Taxation Office

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Playbook Checklist

•  One main goal defined

•  Model chosen (value-based + cost-plus + competitor check)

•  Unit economics calculated (lean/typical/heavy)

• 3–4 packages named by outcomes + simple add-ons

•  Full price shown (GST included) + “what’s included” list

•  Small test run (7–14 days) with clear metrics

•  Discount rules + offers calendar set

•  Review rhythm set (quarterly) + any indexation noted

•  All touchpoints updated (site, decks, invoices)

•  Team trained; FAQs answered; weekly review in calendar

  
  

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What It Costs and How Long It Takes

Here’s what to budget for:

• DIY (your time): 6–12 hours to model costs, define tiers, write price copy, and test. Tools: analytics + simple AB test; $0–$99/month.

  
  

• Hiring a Specialist (low time, high clarity):

Option	Cost Range
Pricing/CRO Specialist (freelancer)	$1,500 – $5,000/project
Consultant (pricing strategy + testing plan)	$250 – $500/hour
Agency (research + packaging + implementation)	$3,000 – $15,000+/month

Benefits of Hiring (What Noize Helps With)

• Fast, defensible price architecture

• Clean compliance with ACCC display rules

• Ongoing tests that lift AOV without hurting conversion

Money-Saving Tip: Run one good-better-best test on your bestseller before changing everything. Costs can vary, but these figures will give you a reliable starting point.

If every sale needs a discount, you have a positioning problem. Fix the offer, not just the tag.

Common Mistakes Founders Make

Pricing from cost, not value

If you price to survive, you’ll never have the margin to grow. Anchor to outcomes, then sanity-check costs.

Hiding the real price

Fees at checkout feel like a bait-and-switch—and the ACCC agrees. Show a single total price upfront. ACCC

Copying competitors

You copy their price; you inherit their profit problems. Know your economics and your promise.

Discounting as a default

If every sale needs a discount, you have a positioning problem. Fix the offer, not just the tag.

“Set and forget”

Markets move. If you’re not reviewing quarterly, you’re drifting, not steering (and inflation quietly trims margin). Australian Bureau of Statistics

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What to Do Right Now

✅ Need help? Want it done for you? Book with Noize — Get value mapping, packaging, and compliant displays deployed in weeks—not quarters. [Contact Noize.com.au]

✅ Get the full StartUp Deck — 200+ plays across pricing, offers, and growth systems. [theStartUpDeck.com] 

COMING SOON...

✅ Download: Pricing Strategy Guide — Your quick-start tool for founders who want defensible prices and cleaner margins. Tier templates, compliance checklist, test plan. [Download from ProDesk.com]

Let price create choice. Packages and tiers should unlock new ways to earn.

The Bottom Line

Price is leadership in a number: it tells customers what you believe your work is worth.

Be clear, be compliant, and build in review rhythms.

FAQs

Do I have to include GST in the advertised price? 

Yes—display a single total price that includes GST and any mandatory fees. Optional charges (like delivery) can be separate but mustn’t be used to mislead. business.gov.auACCC

Is “drip pricing” illegal? 

It can be misleading under the ACL. ACCC has acted against businesses that reveal unavoidable fees only at checkout—don’t do it. ACCCCourier Mail

How often should I review pricing? 

Quarterly is a healthy cadence. For long-term contracts, consider clearly-disclosed CPI indexation. Australian Bureau of Statistics

Can I use “was/now” pricing? 

Yes, but only if the “was” price was genuine and recent—no fake anchors. ACCC

What metrics decide if my price works? 

Conversion rate, AOV, contribution margin, refund rate, and CAC payback. If margin drops when AOV rises, your offer or costs need work.