DYI Workout: Willingness-to-Pay 💸

To practice on your own or with friends

Mar 03, 2025

Hello solopreneurs,
On Friday we’ve done the first WTP Trek of the Gym 🙌

Here are all the questions surrounding the main WTP one - questions that we’ve gone through together during the workshop and shared reflections, experiences and ideas around them.

I invite you to take some time to reflect, on your own or with friends/peers around you. This question for reflection might help:

Which of these areas do i want to intentionally influence this month?

✼

Main WTP question:

How much are they (the prospects/clients) willing to pay?

✼

Surrounding questions - also known as The WTP Landscape that we explored 🎒

How acute is the problem?
- How much is addressing the problem a priority?
- How big is the cost of delay?
- How big is the impact of the problem?
How many decent alternatives do they have for what you are offering?
- How appropriate are the current solutions?
- How high is the price of alternative solutions?
- How available are the alternative solutions?
How ready are they to try new things?
- How much bandwidth do they have to try new things?
- How curious are they to try new things? (early adopter or late majority)
- How much is this a good timing for trying new things, given the larger context they operate in (seasonality, year end etc)?
How much budget do they have available?
- How much budget can they decide on?
- How much budget do they have left for the next period?
- How easy is to access more budget?
- How well equipped are they to access more budget?
How complex is the decision making unit? People making the buying decision
- How much do others understand both the problem and the solution being offered?
- How much power do they have relative to other people that will need to be involved?
- How easy is it to champion this initiative internally?
How much do they understand the value of what you offer?
- How much do the elements of value you provide match the elements of value they appreciate? See B2B & B2C element of value in Value Prop Supplements
- How clear are the positioning & messaging of your product/service?
- How much previous experience do they have with similar offerings?
- How much previous experience do they have working with people like you?
How safe will it be to work with you?
- How much credibility you have in the market?
- How much credibility do you communicate when meeting?
- How relevant is your track record for what they need?
How nice will it be to work with you?
- How many personal things you have in common?
- How much do they like you as a person?
- How well do they feel when interacting with you?
How much do they understand the price you charge?
- How differentiated do they see you in comparison with alternatives and reference prices?
- How clear is why the price is that and not another?
- How credible are the arguments behind the price structure?
- How easy is for them to justify the price to others?

Async guidance

If you have any questions while doing the exercise (e.g. need clarifications or examples), just drop a comment below.

Solopreneur Gym by Bülent Duagi

Discussion about this post