Pricing a SaaS nobody has heard of yet
How I landed on $50, $149 and $199 for Direct Dine — and why anchoring against a 30% commission is more persuasive than any feature list.
When you sell software to a restaurant you are not competing with other software. You are competing with the status quo: a delivery app taking a quarter of every order, and a printed menu that works fine.
Anchor against the pain, not the market
A flat monthly fee sounds like a new cost until you put it next to what commissions already take. The pricing page does one job: show the comparison plainly, and let the owner do the arithmetic themselves.
Three tiers, one obvious middle
Starter exists to remove the excuse of price. The middle plan is the one most independents actually need. The top tier is for multi-location owners and pays for the AI features that cost me real money per request.
No contracts is a feature
Small businesses have been burned by lock-in. Month to month costs me some churn protection and buys far more first conversations. For an unknown product, the second one matters more.
What I got wrong
My first version had too many tiers and a free plan. Both created questions instead of answers. Fewer choices, priced against a number the customer already resents, closed faster.
I take on a small number of projects at a time. Tell me what you are building and I will tell you honestly whether I am the right person for it.
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