setup
Price the pilot
How to price a paid pilot without anchoring long-term ACV.
Meaningful, not token
A paid diagnostic or pilot on the order of real departmental spend signals seriousness. Token fees behave like free. Session pattern: paid diagnostic on the order of ~$50K in one practitioner example — attributed, not gospel.
Three pricing postures (fictional)
Compare what each posture teaches the buyer.
| Posture | Example fee | Buyer behavior | Verdict |
|---|---|---|---|
| Free pilot | $0 | Calendar slips; liked it replaces the ask | Avoid for convertible pilots |
| Token fee | $1–3K | Still feels like a free trial; weak attention | Usually too soft |
| Paid diagnostic / real pilot | $15–50K+ | Skin in the game; commercial conversation continuous | Preferred when criteria + decision path are in writing |
Threshold design
Use card and discretionary limits to start. Document the target ACV phase two.
What price buys
Calendar priority, a reason to finish, and a commercial conversation continuous with the pilot.
Claims and patterns on this page are paraphrased from practitioner session notes and the Startup Bible pilots page. See Sources.