Stop Guessing Your Price: How to Test & Validate Your Online Business Pricing to Find Your Sweet Spot for an International Market

Let’s talk about one of my favorite subjects:

Pricing. 💰

I am obsessed with pricing strategy.

And today’s episode was inspired by a listener question from Amanda in Frankfurt, Germany, who asked me how to evaluate and test pricing when you’re building an online business for an international market.

It’s such a good question because pricing can feel incredibly complicated when you’re selling beyond your local market.

You start wondering…

Should I charge more in the U.S.?

Should I lower my prices for certain countries?

What are my competitors charging?

What will people actually pay?

And here’s my answer:

You can plan your pricing all you want, but eventually, the market is going to speak.

And the only way to get that information?

Sell.

Start With Your Revenue Goal

Before you decide what your offer should cost, I want you to start with the business you’re actually trying to build.

What’s your annual revenue goal?

Let’s say you want to build a $100K business.

Great.

Now break that down.

What’s your monthly revenue goal?

And how many sales would you need at your current price point to reach it?

This is where reverse engineering becomes incredibly powerful.

You don’t want to randomly choose a price and then hope the numbers work out.

You want to know what your business actually needs.

For example, if you’re selling a $397 offer, how many sales do you need to cover your business expenses?

How many would you need to create a profit?

What happens if you raise that offer to $597?

What happens if you offer a payment plan?

This is why I love using my Magic Launch Formula inside Hey to 100K®.

It allows you to plug in your projected sales, pricing, payment plans, and business expenses so you can actually see what it would take to reach your revenue goal.

Because we’re not just building a business to make sales.

We’re building a business to make a profit.

Your Existing Sales Data Is Gold

If you’ve already been selling your offer, you have something incredibly valuable:

Data.

You don’t need to start from scratch.

Look at what you’ve already sold.

What price point did people buy?

How many people paid in full?

How many chose the payment plan?

What kind of response did you get?

What results did your clients achieve?

That information tells you far more than a competitor’s sales page ever could.

If your offer has already sold successfully at a particular price, you’ve already validated that price point.

So if you’re expanding internationally, I wouldn’t automatically slash your price simply because you’re entering a new market.

Test the price you’ve already validated.

Let the new market respond.

Pay Attention to Payment Plans

Here’s one of my favorite ways to evaluate whether you have room to raise your prices:

Look at your payment-plan data.

If the majority of your clients are happily paying in full, you may have some wiggle room.

Maybe you’ve actually found a price point that feels very accessible to your buyers.

And if you’re consistently seeing the vast majority of people choose payment plans, that could be information worth paying attention to as well.

It doesn’t automatically mean your offer is overpriced—there are lots of reasons someone might choose installments.

But it’s a data point.

And pricing strategy is all about looking at the whole picture.

Don’t Price Yourself Based on Your Competitors

Please don’t make the mistake of looking at what your competitors charge and deciding:

“They’re charging $1,000, so I’ll charge $997.”

Or worse:

“They’re charging $1,000, so I’ll charge $497.”

Nope.

You cannot build a sustainable business by constantly trying to be cheaper than everyone else.

There’s always going to be someone willing to charge less.

Especially online.

And your competitor’s business model may look nothing like yours.

Maybe they have hundreds of thousands of people on their email list.

Maybe they have a massive audience.

Maybe they have a membership with thousands of customers.

Maybe they’re using completely different delivery and fulfillment systems.

You don’t know their economics.

So their price point isn’t automatically your price point.

Price Based on Transformation

Instead of asking:

“What are other people charging?”

I want you to ask:

“What transformation am I providing?”

What does your client get from working with you?

What problem are you solving?

How valuable is that transformation?

How deep does your work go?

And what kind of access are you providing?

This matters enormously.

Because value isn’t always objective.

Think about luxury products.

Two products can cost wildly different amounts even when the raw materials don’t justify that difference.

Why?

Perceived value.

Positioning.

Brand.

Experience.

Transformation.

Your online offer works the same way.

Check In With Yourself, Too

Here’s another piece of pricing strategy that doesn’t get talked about enough:

How do you feel about your price?

When you sell your offer, do you think:

“Oh my gosh, they’re getting such an incredible deal.”

Or do you secretly feel resentful?

Because if you’re sitting there thinking:

“I cannot believe I’m giving all of this away for this price…”

That’s information.

You may be underpricing.

And if you’re terrified to say the price out loud because you think:

“Who would ever pay that?”

That’s information too.

Your confidence in your price matters.

You want to get to a place where you can confidently say:

“This is the price.”

And genuinely believe your offer is worth it.

Your Launch Is Your Pricing Experiment

This is why I love launches so much.

A launch gives you data.

You put the offer out there.

You sell it.

You listen.

You watch what happens.

You pay attention to the objections.

You look at conversions.

You look at payment plans.

And then you make your next decision.

Maybe you stay at the same price.

Maybe you raise it.

Maybe you adjust your offer.

Maybe you improve the messaging.

Maybe you create a payment plan to make the investment more accessible.

That’s business.

It’s one giant testing petri dish. 🧪😂

You’re constantly experimenting, learning, tweaking, and refining.

You don’t have to get everything perfect before you start.

You just have to be willing to gather the data.

You Don’t Need to Guess

If you’re wondering whether your price is right for an international audience, don’t spend six months obsessing over competitor research.

Start with the data you already have.

Look at your revenue goals.

Look at your expenses.

Look at your existing sales.

Look at your pay-in-full vs. payment-plan breakdown.

Look at your clients’ results.

Look at the transformation you’re providing.

And then…

Sell.

Because ultimately, the market will tell you.

You don’t have to guess.

You don’t have to copy your competitors.

And you definitely don’t have to automatically make yourself cheaper because you’re entering a new market.

Test.

Listen.

Adjust.

And find that beautiful little pricing sweet spot where your clients feel excited about the transformation, you feel confident about the value, and your business actually makes a profit.

That’s the magic. 💰✨