1.0VentureBeathttps://venturebeat.comFrank Palermo, Virtusahttps://venturebeat.com/author/frank-palermo-virtusa/rich600338<blockquote class="wp-embedded-content" data-secret="TxhmnR8Uk9"><a href="https://venturebeat.com/entrepreneur/software-startups-heres-how-not-to-price-your-product/">Software startups: Here’s how NOT to price your product</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://venturebeat.com/entrepreneur/software-startups-heres-how-not-to-price-your-product/embed/#?secret=TxhmnR8Uk9" width="600" height="338" title="“Software startups: Here’s how NOT to price your product” — VentureBeat" data-secret="TxhmnR8Uk9" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script type="text/javascript"> /*! This file is auto-generated */ !function(c,d){"use strict";var e=!1,o=!1;if(d.querySelector)if(c.addEventListener)e=!0;if(c.wp=c.wp||{},c.wp.receiveEmbedMessage);else if(c.wp.receiveEmbedMessage=function(e){var t=e.data;if(!t);else if(!(t.secret||t.message||t.value));else if(/[^a-zA-Z0-9]/.test(t.secret));else{for(var r,s,a,i=d.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),n=d.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),o=new RegExp("^https?:$","i"),l=0;l<n.length;l++)n[l].style.display="none";for(l=0;l<i.length;l++)if(r=i[l],e.source!==r.contentWindow);else{if(r.removeAttribute("style"),"height"===t.message){if(1e3<(s=parseInt(t.value,10)))s=1e3;else if(~~s<200)s=200;r.height=s}if("link"===t.message)if(s=d.createElement("a"),a=d.createElement("a"),s.href=r.getAttribute("src"),a.href=t.value,!o.test(a.protocol));else if(a.host===s.host)if(d.activeElement===r)c.top.location.href=t.value}}},e)c.addEventListener("message",c.wp.receiveEmbedMessage,!1),d.addEventListener("DOMContentLoaded",t,!1),c.addEventListener("load",t,!1);function t(){if(o);else{o=!0;for(var e,t,r,s=-1!==navigator.appVersion.indexOf("MSIE 10"),a=!!navigator.userAgent.match(/Trident.*rv:11\./),i=d.querySelectorAll("iframe.wp-embedded-content"),n=0;n<i.length;n++){if(!(r=(t=i[n]).getAttribute("data-secret")))r=Math.random().toString(36).substr(2,10),t.src+="#?secret="+r,t.setAttribute("data-secret",r);if(s||a)(e=t.cloneNode(!0)).removeAttribute("security"),t.parentNode.replaceChild(e,t);t.contentWindow.postMessage({message:"ready",secret:r},"*")}}}}(window,document); </script> https://venturebeat.com/wp-content/uploads/2012/11/pricing.jpg?fit=714%2C510&strip=all714510You know how it goes in economic theory: To maximize your returns, you find the maximum price each of your customer segments is willing to pay and charge them that amount. In practice though, this doesn't always play out the way our Econ 101 professors taught us.