How To Use This Worksheet.

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Step 1 — Set the Stage: Define Your Pricing Context

Before you start scoring or strategizing, open Section 1 and capture the basics:

• Your current price or target list price

• The primary competitor and their price

• Your FDA pathway (helps gauge market maturity and perceived risk)

• Whether your product feelscommodity, premium, or nichein buyers’ minds

👉 This section sets your “pricing environment.” You’ll see whether you’re fighting a commodity battle or building a premium category.

Step 2 — Audit Your Brand Equity

Go to Section 2 and rate yourself 1–5 on the six Brand Leverage Drivers:Trust, Differentiation, Experience, Storytelling, Visibility, Proof.

Be brutally honest — this is your internal brand audit.

• 1 = Weak or missing

• 3 = Developing but inconsistent

• 5 = Strong, repeatable, and recognized

Add the numbers and divide by 30 for yourBrand Leverage Score.
Then interpret:

• 0–10 = Price-Driven:You’ll need aggressive pricing or partnerships to win business.

• 11–20 = Performance-Driven:You can justify parity pricing if you clearly show value.

• 21–30 = Brand-Driven:You’ve earned premium pricing power — lean into it.

👉 This score reveals whether your brand candefendhigher pricing or if you first need to build credibility.

Step 3 — Reflect on Elasticity

In Section 3, answer the “what-if” prompts.
This is where you explore customer psychology:

• What story supports a price increase?

• What message would a discount send?

• Whatfeelingdo customers get when choosing you?

• How replaceable are you?

👉 The goal is to uncover whether your pricing is anchored in emotion and trust or purely logic and budget.

Step 4 — Choose Your Strategy

Use Section 4 to decide which pricing model fits your stage and strength:

• Competitive:if you’re in a crowded 510(k) market and need share fast

• Value-Based:if you can quantify efficiency, safety, or outcomes

• Premium Brand:if reputation and KOL advocacy are already strong

• Penetration:if you’re early and need usage data before scaling price

👉 You’ll see which path your brand can realistically supporttodayand which one you’re building toward.

Step 5 — Create Your Action Plan

Section 5 turns insights into execution.
List 3–5 specific tasks that will raise your brand leverage and justify price:

• Define your emotional value proposition

• Map competitorstoriesto clarify your differentiation

• Update your messaging, decks, and website to reflect premium positioning

• Add social proof (KOL quotes, pilot data, testimonials)

• Train your sales team to sell belief, not discounts

👉 Treat this as a mini roadmap for the next 90 days.

Step 6 — Revisit Quarterly

Repeat the scoring every quarter or after major milestones (FDA clearance, new data, or branding update). Watch your Brand Leverage Score climb — and your ability to maintain margin improve.

Why It Works

This worksheet linksbranding, pricing, and perceptionin one place.
Instead of asking,“What should we charge?”you’ll start asking,“What have we done to make this price feel worth it?”

Use it in team workshops, investor discussions, or board meetings to show that your pricing strategy isn’t arbitrary — it’s evidence-based and brand-backed.