# Price a consumer subscription

> Simulate candidate prices for a subscription across conservative, base and optimistic cases and see break-even, payback, money needed and a suggested price.

## Start a simulation

Ask the assistant how to price your subscription, for example *"How much should I charge for a monthly AI
coaching app with a 7-day trial?"*, or open **Planning → Pricing simulations**. Give it your costs: fixed costs
per month, running costs per customer, up-front investment, payment fees and the cost to win a customer.

## What you get

For each candidate price and each case (conservative, base, optimistic) the simulation shows:

- the **break-even month**, when monthly profit turns positive,
- the **payback month**, when the money spent is earned back,
- the **money needed** before payback, return on investment and lifetime value,
- weekly, monthly and quarterly prices, and a **suggested price**: the lowest whole monthly price that pays
  back within your target (18 months by default).

The result opens in a canvas next to the chat with a chart, a comparison table, a month-by-month table, every
formula and a diagram of how the numbers connect.

## Refine and keep it

Each change is a new version. Save a simulation, export it to Excel with live formulas or to PDF, import an
export again later, or continue a saved simulation in a new conversation.

## The formulas

All definitions are in the [pricing simulation reference](/learn/formulas/pricing-simulation), and the
[Break-even and payback lesson](/learn/courses/finance-basics/break-even-and-payback) explains the two milestones.