“If you're so worried that a 10% price increase is going to run off all your customers, I would encourage you to think through why — and is it because you don't have conviction that your product is really solving one of these people's problems? If that's the case, the problem isn't the price increase, the problem is understanding those customers and delivering the value.”

Fear of a Price Increase Signals You Don't Believe Your Product Solves a Real Problem

When app founders hesitate to raise prices, Alex Prasad reframes the hesitation as a product-market fit diagnostic. True conviction in the product's value makes price elasticity a manageable concern. V1 Sports' subscription held firm through its transition precisely because 21-minute monthly sessions proved users were genuinely engaged — and engaged users pay.