THE SITUATION
The product starts at $99.
Nobody buys.
The founder lowers it to $59.
Then $39.
Still very little happens.
WHAT THEY THINK THEY NEED
A cheaper price to appeal to more people.
WHAT VESTARA SEES
There is no evidence yet that price is the objection.
The customer may not understand the value, feel enough urgency, or believe the product is relevant to them.
THE INTERVENTION
Put the price temporarily to one side and investigate the buying decision itself.
Would they want this at any price?
What problem would make them buy?
What are they comparing it against?
What feels valuable enough to pay for?
WHAT CHANGES
The founder stops discounting a proposition that has not yet earned demand.
THE NEXT MOVE
Strengthen willingness to buy before optimizing what people should pay.
VESTARA PRINCIPLE
A lower price cannot make an unimportant problem important.