When a startup begins moving from pilots into commercialization, pricing can feel like guesswork. You know you can’t give the product away, but you also don’t want to scare away early customers. The reality is that pricing is not fixed at this stage. It’s something you adjust as you prove value and build confidence in the market.

1. Start with Proof, Not Perfection

In the early days, your pricing doesn’t need to be the “final number.” What matters is getting customers on board, showing results, and learning what they are willing to pay. You can start lower than your long-term target- just make sure customers know this is early-adopter pricing.

2. Let Value Set the Ceiling, Not Your Costs

Your costs should act as a floor, but customers don’t care how much it costs you to build. They care about what they get out of it. Ask yourself: What problem am I solving for them? How much time, money, or effort am I saving? That gives you a sense of how much you can reasonably charge.

3. If You’re the First, You Set the Anchor

Being the only product in your space means you set the reference point. Price too low and you may struggle to raise it later. Price too high and adoption may stall. A safe option is to charge a fair early price today while leaving yourself room to move upward as more proof builds.

4. Build in Room to Grow

Whatever price you set, make sure there’s a path to increase it later. This could be through clear tiers, usage-based pricing, or by separating “pilot” from “commercial” pricing in contracts. Don’t let your first price lock you in.

5. Communicate Openly

Customers are often more flexible than founders expect if you’re clear with them. Framing your price as “introductory” or “pilot” makes it easier to adjust later. The key is to be upfront- people dislike surprises, not change.

6. Treat Pricing as an Experiment

Think of pricing as a series of tests. Ask yourself after each sale: Did the customer accept too quickly? Did they push back hard? Did they see enough value to pay more? Use those answers to fine-tune.

Closing Thought

Early pricing is less about squeezing out maximum revenue and more about finding the right balance between adoption and long-term potential. Start simple, learn fast, and adjust as your product and market mature.