# Lifecycle pricing plan · [Product or portfolio] · [Date] **Owner:** [PM] **Partners:** pricing or monetization, finance, sales, customer success | Product or capability | Stage (intro / growth / maturity / decline) | Evidence for stage | Pricing objective | Price relative to EVC | Packaging and value metric | Discount guardrails | Trigger for next stage | Customer communication | Risks | |---|---|---|---|---|---|---|---|---|---| | | | | | | | | | | | ## Launch choice (introduction stage only) - Skimming / penetration / market-based, and why: - How buyer uncertainty is reduced (pilot, guarantee, minimum, credits): ## Decline and sunset (decline stage only) - Price for the remaining base: - Migration offer toward the successor: - End-of-life date and notice period: - Contract commitments to honor: ## Review Review at each quarterly business review, and whenever a stage trigger fires.