How to Price Your Product for Different Markets

One price does not fit all

As your business expands into new markets, whether new states, industries, or countries, your pricing may need to adapt. What works in Sydney may not work in a regional town. What enterprise customers pay is different from what SMBs can afford.

The challenge is adapting pricing without undermining your brand or creating internal conflicts.

Geographic pricing

Different regions have different cost of living, competitive landscapes, and willingness to pay. A product priced at $500 per month in Melbourne might be expensive for a small business in Cairns but cheap for one in Singapore.

If you are using commission agents in different regions through Zepys, you can create region specific pricing tiers. Agents in each market can sell at the price point that maximises their local conversion rate.

Segment pricing

Different customer segments value your product differently. An enterprise customer who will use your software across 500 employees perceives value differently from a sole trader using it for themselves.

Create pricing tiers that align with the value each segment receives. This is not discounting. It is value alignment. Charge enterprise customers more because they get more value. Charge smaller customers less to capture a market segment that would otherwise not buy.

Protecting your price integrity

The risk with multiple price points is that customers discover them and feel cheated. To avoid this:

Differentiate the offering. Each price point should include slightly different features, support levels, or terms. This justifies the price difference.

Be transparent. If you have a small business tier and an enterprise tier, make both visible. Customers respect transparent pricing more than hidden discounts.

Avoid arbitrary discounting. If agents can offer random discounts, your pricing becomes meaningless. Set rules about when and how discounts can be applied.

Testing new price points

When entering a new market, start with your existing pricing and measure conversion rates. If conversion is low, test a lower price point for 60 days. Compare the volume increase against the margin decrease to determine if the new price is more profitable overall.

International pricing

For international markets, consider purchasing power parity. A price that works in Australia may need adjustment for Southeast Asian markets. Research local competitor pricing and set your price relative to the local market rather than converting directly from AUD.

The bottom line

Pricing flexibility is a growth lever, but it requires discipline. Differentiate your offering by segment, be transparent about pricing tiers, and test changes methodically. The goal is to maximise revenue across all markets while maintaining fair, consistent value exchange.