Viral business models are among the most compelling, when they work. Value and pricing are key variables here. Design value into the interactions and make sure that pricing is enhancing virality.
In many industries the pricing metric and even pricing levels are frozen accidents. They were established in the past for reasons no longer known and endure through convention. Look at your pricing and ask questions. “Why this pricing metric?” “Whose interests does this pricing metric serve?” “How does pricing shape profit pools?” Pricing’s past does not need to determine its future.
Even if you have a highly differentiated, value-added offer and are able to charge a premium without much customer pushback, your pricing should not aim to recoup the full value you create for your customers. Your price should leave a consumer surplus - that is, the customer should feel they are getting more value than the amount spent, as value perception is key to the sustainability of any good pricing.