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We priced Avery on features. We're rewriting the tiers around outcomes.

· Avery NXR

Our first pricing page was engineering-brain output.

Free Desktop: local models via Ollama, 7 templates, 63 connectors, deterministic graph, audit ledger. Pro: everything above + team collaboration, SSO, Consult Mode. Enterprise: everything above + on-prem, custom SLA, dedicated support.

Perfectly accurate. Also perfectly useless to buyers.

The audit that changed our mind

We asked 20 people to look at our pricing page and tell us which tier they'd pick.

Ten stayed on the page under 30 seconds. Five said "I don't know what any of this does for me." Three picked wrong. Two picked correctly — both were engineers.

Zero non-engineers made confident decisions from the page.

What good pricing pages actually say

Look at any SaaS pricing page that converts well. They don't list features. They list outcomes.

  • "Manage a team of 10" (Slack)
  • "Sales for growing teams" (HubSpot)
  • "Everything you need to launch" (Webflow)

These are outcome descriptions. Feature lists live in tooltips or comparison tables. The tier headline is the OUTCOME.

We were doing the opposite. Feature dump in the headline. Outcome nowhere on the page.

The rewrite

Here's what our tier headlines are becoming:

Avery Free Desktop — "Automate one workflow this weekend." Single-user. Local execution. Zero cost. Zero credit card. The invite to try one thing.

Avery Pro — "Give your team 10 hours a week back." 5-25 users. Team collaboration. Consult Mode. Support included. The productivity tier.

Avery Enterprise — "AI operations without compromising your compliance posture." Unlimited users. SSO. On-prem. Audit ledger for regulated industries. The compliance tier.

The features are still there. Below the fold, in tooltips, on comparison pages. But the headline is the outcome the buyer is trying to achieve.

Why this matters more than we thought

We tracked what happened in the two weeks after the rewrite:

  • Time-on-pricing-page increased notably (people were actually reading)
  • Comparison-tool interactions dropped (fewer people needed the feature grid because the tier was clear)
  • Cold-email replies to our founder outreach shifted from "what does it do?" to "how does it compare to X?" (a much better question)

The product didn't change. The framing did. That was enough.

What we got wrong the first time

Three specific errors:

1. We wrote for the buyer we wanted, not the buyer we had.

We wanted technical evaluators. We got ops managers. Ops managers don't care about deterministic graph compilation. They care about not spending Friday afternoon on invoice follow-ups.

2. We led with our architectural bet as if it were the value prop.

Local-first is our BET, not our OUTCOME. Local-first is HOW we deliver value. The outcome is time saved, compliance passed, operations automated.

3. We assumed buyers would work harder to understand us.

Nobody works hard to understand your pricing page. They scan, they decide, they scroll. If the outcome isn't in the first 2 seconds of scanning, you've lost the tier decision.

For anyone iterating pricing

Try this exercise:

Write your current tier headlines on paper. Then next to each, write in one sentence what the buyer of that tier accomplishes with it.

If the two versions are similar, you're doing fine. If the outcome version is dramatically different from what's on your page, rewrite the page.

We ran this exercise. Our page was unrecognizable next to the outcome version. That's how we knew.

What comes next

The Free Desktop rewrite ships this week. Pro and Enterprise tier rewrites ship next week. The AppSumo Creator SKU launches with outcome-first copy from Day 1.

We're also updating:

  • Sales deck (tier slides get outcome headlines)
  • Onboarding emails (outcome-focused subject lines)
  • Case studies (structure around outcomes achieved, not features used)

None of this is revolutionary. It's just something we should have done at Month 6, not Month 18.

If you're at Month 6 of your product's public life — do this audit today.

→ avery.software — new pricing page live this week.