How does competitive pricing fit into the picture?

Keeping an eye on rivals prevents you from pricing yourself out of contention. Map competitor price points and promotions at the SKU or plan level. Compare perceived value, not just the sticker; a premium works if your product solves more pain. Use variance thresholds, say ±5%, to flag when your offer drifts too far from the market. Feed those insights into your optimization engine so adjustments happen quickly but stay profitable.