The opposite is true for normal startups. Unless you drop the price to zero, the viral coefficient goes up with price. The people willing to pay the most are

The opposite is true for normal startups. Unless you drop the price to zero, the viral coefficient goes up with price. The people willing to pay the most are the most likely to spread the word. You will have fewer customers at a higher price, but the likelihood any given customer will spread the word is higher because you are solving a more important problem for them and they are more committed to the product.