Mixpanel · Strategy · Mid · 45 to 60 minutes

Should Mixpanel show prices for every plan?

Mixpanel is a product analytics platform that helps companies understand how people use their digital products. Answer this product management case and get it graded line by line against a weighted rubric.

strategic thinking
pricing strategy
customer segmentation
experimentation
stakeholder management

The situation

Mixpanel is preparing a refresh of how customers discover plans and start buying the product. The VP leading go to market and the product leadership team have asked you, a PM in the monetization area, to recommend whether pricing should be shown publicly on the website and whether each plan should be purchasable online without talking to sales. Today, many B2B software companies hide prices or require contact with sales, especially for larger customers. But that can create friction, slow evaluation, and make buyers feel the process is opaque. Public pricing could improve trust and speed for smaller teams, and reduce load on sales. It could also anchor negotiations, expose discounting logic, and fail to fit enterprise buyers who need custom terms, security review, or procurement support. Mixpanel wants a clearer, more customer friendly buying experience, but does not want to create avoidable revenue risk. Your job is to recommend a plan for pricing transparency across the product lineup and explain how to test it safely.

What to produce

Write a 1 to 2 page strategy memo.

Your answer must

Make a clear recommendation on whether pricing should be public, private, or mixed across the plan lineup, and whether each plan should be purchasable online or through sales.
Segment customers or plans in a way that explains why the right buying motion may differ for smaller teams and larger enterprises.
Lay out the main expected benefits, risks, and assumptions behind your recommendation.
Propose how Mixpanel should test the decision, including success metrics, leading indicators, and a time frame for review.
Include operational implications for sales, support, and customer trust, plus explicit guardrails and criteria for reversing the decision if needed.

Constraints

Keep the existing plan lineup, this decision is about pricing transparency and purchase path, not a full packaging redesign.
Your recommendation must work for both smaller teams and large enterprise buyers.
Do not rely on exact internal revenue data or on building entirely new billing or procurement systems before launch.

Format

Use short sections such as context, options, recommendation, metrics, and risks.

How Mixpanel actually played it

Mixpanel made all plans purchasable online with public prices, then a year later reverted Enterprise to flexible pricing while keeping public pricing for Growth. The post presents the original reasoning and the update. A rare example of a company reversing a pricing transparency bet.

Treat pricing changes as experiments you can reverse
Public pricing may suit smaller plans better than enterprise
Document the reasoning and the reversal

Built from Price transparency: Putting the customer first in B2B software by Mixpanel team.