---
plugin: hormozi-gtm
plugin_version: {{plugin_version}}
command: pricing
version: 1
status: draft
created: {{ISO8601}}
client: {{company_slug}}
product: {{product_slug}}
frameworks:
  -pricing-playbook
  -value-equation
  -ltv-cac
  -money-models
humanizer_pass: false
humanizer_mode: n/a
voice: raw
language: {{language}}
audit_ref: {{path_or_null}}
parent_version: {{prior_version_path_or_null}}
---
 
# Pricing Review — {{product}}
 
## TL;DR
 
**Current price:** ${{X}}
**Recommendation:** range ${{Y}} to ${{Z}} (default Gold tier)
**Biggest lever:** {{...}}
**Main risk:** {{...}}
 
---
 
## 📊 Snapshot
 
| Field | Value |
|---|---|
| Product | {{name}} |
| Current price | ${{X}} |
| Model | one-time \| recurring \| hybrid |
| Current gross margin | {{X}}% |
| Monthly volume | {{N}} customers |
| Estimated LTGP | ${{X}} |
| Current CAC | ${{X}} |
| LTGP:CAC ratio | {{X}}:1 |
 
---
 
## 🏛 Direct competition
 
| Competitor | Similar offer | Price | Note |
|---|---|---|---|
| {{name 1}} | {{...}} | ${{X}} | {{...}} |
| {{name 2}} | {{...}} | ${{X}} | {{...}} |
| {{name 3}} | {{...}} | ${{X}} | {{...}} |
| {{name 4}} (upper anchor) | {{...}} | ${{X}} | {{...}} |
 
**Your position in the market:** {{low | mid | mid-high | premium}}
 
---
 
## ⚖️ The 5 Laws analysis
 
### Law 1: Compete on value, not on price
**Score:** {{green | yellow | red}}
**Diagnosis:** {{...}}
**Recommendation:** {{...}}
 
### Law 2: Charge what it's worth, not what it costs
**Score:** {{...}}
**Diagnosis:** {{...}}
**Recommendation:** {{...}}
 
### Law 3: Price signals quality
**Score:** {{...}}
**Diagnosis:** {{...}}
**Recommendation:** {{...}}
 
### Law 4: Tiering captures more of the market
**Score:** {{...}}
**Diagnosis:** {{do tiers exist? do they work?}}
**Recommendation:** {{...}}
 
### Law 5: Longer runway, bigger ask
**Score:** {{...}}
**Diagnosis:** {{...}}
**Recommendation:** {{...}}
 
---
 
## 💡 Is it a price problem OR a perception problem?
 
{{Specific analysis separating the two. If the problem is value perception, dropping the price doesn't fix it — strengthen probability first.}}
 
**Conclusion:** {{it's a price problem | it's a perception problem | both}}
 
---
 
## 🎯 Recommendation
 
### Proposed tier structure
 
**Tier 1 — Silver: ${{X}}**
-{{deliverables}}
-{{For whom: entry/budget-conscious}}
 
**Tier 2 — Gold (DEFAULT): ${{Y}}** ← highlight visually
-{{deliverables}}
-{{For whom: the bulk of the market, 60-70%}}
 
**Tier 3 — Platinum: ${{Z}}**
-{{deliverables}}
-{{For whom: high-touch, anchoring}}
 
### Anchoring
{{How to present it visually: "vs Mentorship C at $X" or "stack value of $Y"}}
 
### Payment structure
-Paid in full: ${{X}}
-{{N}} installments, no interest: ${{X/N}}
-{{12}} installments with interest: ${{X/12 + interest}}
 
### Downsell
{{For whoever said no to Silver — format + price}}
 
### Upsell (post-checkout)
{{Order bump or OTO — format + price + role in absorbing CAC within 30 days}}
 
---
 
## 🧪 Validation test (1-2 weeks)
 
**Scenario:**
The next 10-20 leads will get the new pricing.
 
**Metrics:**
-Conversion rate lead → close
-AOV (average order value)
-Take rate per tier (which one they pick)
-Average time to decide
-Reasons for "no" (qualitative interview with 3-5 no-buys)
 
**Success criteria:**
Conversion rate drops <30% AND AOV rises >50% → keep the new price
Conversion rate drops >30% AND AOV rises <50% → revert or adjust
 
---
 
## ⚠️ Risks of the recommendation
 
1.**{{Risk 1 — e.g.: "Offer audit shows weak Probability (4/10). Raising price without strengthening probability first can break conversion."}}**
2.**{{Risk 2 — e.g.: "Competitor Y is running a promo until MM/DD. The timing can muddy the test."}}**
3.**{{Risk 3 — e.g.: "No visible case studies on the LP, so the Platinum anchor may look artificial."}}**
 
---
 
## 🔄 Next steps
 
1.If there's a prior audit AND Probability ≥ 7, roll out the new pricing in 2-3 days
2.If Probability < 7, run `/hormozi-gtm:audit` first and strengthen the offer before touching the price
3.After the 2-week test, revisit with `/hormozi-gtm:pricing` (versioning generates v2)
 
---
 
*Pricing review generated by the hormozi-gtm plugin. Alex Hormozi persona applied. Raw voice, no humanizer (internal/diagnostic output).*