The Pricing Roadmap

Most pricing books argue for one or two big ideas and then ask you to retrofit the rest of your business around them. The Pricing Roadmap is different. Ulrik Lehrskov-Schmidt wrote it as a sequenced process — pricing research, packaging design, price points, internal alignment, launch, and ongoing iteration — with the exact questions to ask at each step and the most common patterns he has seen succeed or fail.

The book's signature move is its treatment of packaging as the most important pricing decision, not the headline number. Lehrskov-Schmidt walks through the standard packaging archetypes (per-seat, per-usage, tiered, platform) and the trade-offs each one creates for sales, support, and revenue forecasting. The chapters on price-setting itself cover willingness-to-pay research, Van Westendorp, the "anchor" pricing of an existing competitor, and the practical compromise approaches that produce real numbers you can defend internally.

The final section covers the operational side most founders handle badly: training the sales team on the new packaging, updating the website, communicating the change to existing customers without triggering a churn wave, and measuring whether the redesign is actually working three months after launch. The book closes with a short chapter on what to do when the new pricing is not working, which is the chapter most pricing books never write.