Business Theory PRO

Pricing: How Not to Undersell or Scare Off

Price isn't "whatever I don't mind," it's a tool. Too cheap — abuse piles up and there's no money; too expensive — you scared them off. I cover how to think about the price of a VPN subscription: anchors, annual plans, the premium segment, and why dumping to zero is the worst strategy. Theory.

Price is positioning, not a cost-plus calculation

The beginner's first mistake is calculating price "bottom-up": add up costs, tack on a margin, get a number. In VPN this doesn't work, because per-customer cost falls to nearly zero as you grow — one node handles hundreds of people. If you calculate from cost, you'll set a laughable 30 rubles and drown in abuse.

Price in this niche is about positioning. It tells the customer who you are: a penny service they'll flee at the first hiccup, …

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