“There are people who are willing to spend $200, $300 per year. We don't have a product offering right now and a packaging that is able to access that kind of a price sensitivity.”

Van Westendorp surfaced a hidden segment willing to pay 2-3x more

Fares ran the four-question Van Westendorp price sensitivity survey on free and paid members. The average landed near the current $120/year, but a real cohort signaled willingness to spend $200-$300 — revealing that a single price point leaves money on the table without tiered packaging. The fix is multiple packages, not one optimal price.