Introduction

Over the years, we at Cue Ball have come to appreciate the importance of thoughtful product pricing by our portfolio companies. Entrepreneurs spend so much effort in developing and refining their products, and often pricing is an afterthought where we are content to do “price discovery” after product launch. But a proper pricing plan has numerous benefits, including better capturing product value as well as activating dormant customers, and in so doing, increasing profitability and growth.

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