17-pricing-strategy-global
# ClaudeWave: 17-Pricing-Strategy-Global This skill generates a complete pricing strategy for one of four global regions, US, EU, Southeast Asia, or LATAM, covering value-based pricing, anchor and charm mechanics, and decoy effects. Use it when launching new products, optimizing DTC conversion, structuring SaaS tiers, calculating dropshipping markups, or packaging service offers in international markets where currency psychology and installment culture significantly impact customer behavior.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/17-pricing-strategy-global && cp -r /tmp/17-pricing-strategy-global/skills/en/17-pricing-strategy-global ~/.claude/skills/17-pricing-strategy-globalSKILL.md
# Pricing Strategy (Global)
> Price is the most leveraged decision in marketing. A 1% price increase typically yields a 10%+ profit improvement (Bain). Currency psychology, decimal conventions, and installment culture differ HUGELY by region.
---
## For newbies
### Who is this skill for?
| Audience | Concrete example |
|----------|------------------|
| Founder setting initial pricing | First product launch, no historical data |
| DTC brand optimizing pricing page | Already selling, want to lift conversion or margin |
| SaaS deciding tier structure | Free / Pro / Enterprise; monthly vs annual |
| Dropshipper calculating markup | Importing from supplier, selling DTC |
| Service business packaging offers | Coaching, consulting, agency retainers |
### Who is this NOT for?
- **Vietnam-only pricing** -> Use `17-pricing-strategy` (VN skill) — covers VND psychology
- **Already at scale with strong data team** -> You probably have proprietary models; this skill gives you starting frameworks
### 30-second pre-read
This skill produces ONE pricing strategy file with 7 components: pricing model selection, price ladder design (3-5 tiers), charm/anchor/decoy mechanics, break-even analysis, competitor benchmarking, A/B test plan, and pricing page layout. Pick 1 of 4 region variants — the variant tunes currency formatting, decimal convention, charm pricing styles, and installment culture.
### 3 common errors
1. **Using US charm pricing in EU** -> EU shoppers see `$9.99` as "American" not "low" — feels foreign
2. **Ignoring installment culture in LATAM** -> "BRL 1,200 to MXN 8,000" pricing flops without "12x R$100" or "8 cuotas sin intereses"
3. **Underpricing dropship products** -> 2x markup leaves no room for ad spend; need 3-5x minimum
---
## Why do you need this skill?
Without pricing strategy:
- Charm formatting wrong for region -> "feels off" -> conversion drop
- No anchor -> middle tier doesn't feel like value -> wrong tier wins
- No installment option in LATAM -> abandoned cart 60%+
- Dropship markup too thin -> can't afford ads -> stalls
- No charm psychology in B2C -> leaving money on the table
Pick the right region defaults, apply proven frameworks, layer on dropshipping math when relevant.
---
## Workflow
```
Step 0: Check global context file
|-- exists -> read product / customer / region info
|-- missing -> suggest user run product-marketing-context-global first
Step 1: Pick region variant (US / EU / SEA / LATAM)
Step 2: Choose pricing model (One-time / Subscription / Tiered / Bundle / Freemium / Pay-as-you-go)
Step 3: If dropshipping product -> apply markup math (this file, see below)
Step 4: Design price ladder (3-tier with charm + anchor + decoy)
Step 5: Calculate break-even
Step 6: Compare with 2-3 competitors
Step 7: Write pricing page copy + A/B test plan
```
---
## Step 0: Check global context
Check `.agents/product-marketing-context-global.md`:
- **Yes** -> Read product, customer, region. Do NOT re-ask.
- **No** -> Suggest running `product-marketing-context-global` first.
---
## Step 1: Pick region variant
Ask: **"Which is your PRIMARY region: US, EU, SEA, or LATAM?"**
```
Where do you primarily sell?
|-- US / Canada --> 01-us.md (USD, charm $9.99, monthly subs)
|-- EU / EEA / UK --> 02-eu.md (EUR, charm EUR 9,99, VAT-inclusive)
|-- Southeast Asia --> 03-sea.md (SGD/MYR/IDR/THB/PHP, discount-heavy)
|-- Latin America --> 04-latam.md (BRL/MXN/ARS, parcelado / cuotas common)
|-- Vietnam only --> Use `17-pricing-strategy` (VN skill)
```
---
## Step 2: Pricing models
| Model | Best for | Examples |
|-------|---------|---------|
| **One-time** | Physical products, courses | T-shirt, ebook, lifetime license |
| **Subscription** | Recurring value, software | SaaS, streaming, gym, supplement |
| **Tiered** | Differentiated buyers | SaaS Free/Pro/Enterprise |
| **Bundle** | Bigger AOV, perceived savings | Spa package, software bundle |
| **Freemium** | Large funnel, low conversion | Slack, Zoom, Notion |
| **Pay-as-you-go** | Variable usage | Cloud, API, AWS |
| **Hybrid** | Combination of models | Subscription + add-on usage credits |
---
## Step 3: DROPSHIPPING MARKUP MATH (CRITICAL)
> **This section applies only if you're sourcing products from suppliers (AliExpress, Spocket, CJDropshipping, etc.) and reselling DTC.**
### The 3-5x markup rule
Dropshipping requires HIGH markup because:
- Ad spend is ~40-60% of revenue (paid acquisition is your only growth channel)
- Returns/refunds: 5-10% loss
- Payment processing: 2-3% per transaction
- Platform fees (Shopify): 1-2%
- Customs/duties (if cross-border): 5-15%
**If your markup is only 2x cost, you have ZERO budget for ads.** You need 3-5x minimum.
### The math
```
Cost from supplier: USD 5.00
Shipping to customer: USD 3.00
Total cost: USD 8.00
Sale price: USD 29.99 (3.75x markup)
Revenue: USD 29.99
- Cost USD 8.00
- Payment processing USD 0.90 (3%)
- Platform fee USD 0.30 (1%)
= Gross profit USD 20.79
= Gross margin 69.3%
Of that USD 20.79 gross profit:
- Ad spend cap USD 14.55 (70% of profit)
- Operations USD 2.08 (10%)
- Net profit USD 4.16 (~14% net margin)
```
### Break-Even ROAS (BE-ROAS) formula
```
BE-ROAS = 1 / (1 - cost/sale_price)
Example:
- Cost USD 8, sale USD 29.99
- cost/sale = 0.267
- BE-ROAS = 1 / (1 - 0.267) = 1 / 0.733 = 1.36x
Translation: Your ads must return AT LEAST USD 1.36 for every USD 1 spent
just to break even. Profitable target: 2.5x or higher.
```
### Markup tiers by product price
| Product cost | Recommended markup | Sale price | BE-ROAS | Profit ROAS target |
|-------------|-------------------|-----------|---------|-------------------|
| < USD 5 | 5-10x | USD 25-49.99 | 1.25x | 2.5x |
| USD 5-15 | 4-5x | USD 49-79 | 1.40x | 2.7x |
| USD 15-30 | 3-4x | USD 79-129 | 1.55x | 3.0x |
|Ke hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.
Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.
Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.
Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`.