Pricing Strategy
🎯Goal: price for **value-premium** — accessible to the urban beachhead, profitable after RTO, and framed around **savings vs pads**, not against Western brands.
Pricing principles
- Anchor against lifetime pad spend, not global brands. The message is "cheaper than pads over time," not "cheaper than Thinx."
- Bundle to drive AOV — the 5-pack is the hero; single pair is a low-risk entry we upsell.
- Protect margin after RTO — every price must clear the ≥45% contribution bar.
- Charm/clean pricing in PKR, sensible for COD (round-ish amounts).
- Prepaid incentive baked in (small discount) to cut RTO.
Proposed price ladder (placeholder — calibrate to landed cost + local benchmarks)
| Product | Price (PKR) | Per-pair | Role |
|---|---|---|---|
| Single Pair | Rs 1,800 | 1,800 | Entry / trial |
| 3-Pack | Rs 4,500 | 1,500 | Mid bundle |
| Starter Set (5) ⭐ | Rs 7,000 | 1,400 | Hero AOV |
| Full Cycle Set (7) | Rs 9,100 | 1,300 | Max AOV / heavy flow |
| Overnight Pair | Rs 2,200 | — | Upsell |
| Add-on (wash bag/liners) | Rs 600–900 | — | AOV lift |
⚠️These are illustrative.
Final prices depend on landed COGS (Sourcing-and-Import) and what local buyers will pay (Pakistan-Local-Competitors research). Set them only after both are known. Keep the per-pair price falling as pack size rises to pull buyers up the ladder.
The savings story (your sharpest weapon)
📋Fill these in once pad-price is benchmarked
- Avg pad spend: Rs
[?]/month → Rs[?]/year → Rs[?]over 2 years. - Starter Set: Rs 7,000, lasts 2+ years.
- Pays for itself in ~`[?]` cycles, then it's "free" protection.
Put this calculator/visual on the Homepage, product pages, and the vs-pads article.
Discounting
- Launch / waitlist discount — reward early signups (validation → first buyers).
- Prepaid discount — nudge away from COD (Payments-and-COD).
- Bundle discount — already built into the ladder.
- Avoid constant deep discounts — protects brand + margin.
Psychological levers for an intimate, unknown brand
- Risk-reversal: easy first-order size exchange lowers purchase fear.
- "Buy once" reframing: shifts the comparison from sticker price to lifetime cost.
- Starter Set as default: most buyers pick the obviously-best-value middle option.
Related
Unit-Economics · Million-Dollar-Math · Product-Catalog · Messaging-and-Voice · Pakistan-Local-Competitors