“The advice I always give is: start high, because the worst case is nobody buys it and you give people a discount. Versus the flip side — you've set the expectation this is only worth $4.99 a month.”

Start your price high — discounting is always easier than raising

Vince spent years managing legacy $4.99 subscribers who anchored to that price even as the product became dramatically more valuable. David Barnard notes the asymmetry: lowering prices generates goodwill, raising them triggers resentment. For an app where users could stay subscribed for 18 years (shared custody ends at 18), the initial price sets a very long-term expectation.