Revenue Models and Pricing
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Revenue Models and Pricing
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Revenue Models and Pricing
- 1. Revenue Models Shaer Hassan CEO, Nascenia
- 2. What? • How a business generates revenue streams from its products and services
- 3. Why • To sustain the business
- 5. Revenue Models: Commerce & Retail • Selling physical goods: Clothing • Selling digital products: Cell phone Ideal Customers Advantage Problems Ideal Products
- 6. • A service sold per unit (hour, distance, weight, bandwidth): ISP, Telecom, Theater, Bus • A service with fixed price: ISP, Telecom • Daily deals / flash sales: ajkerdeal, akhoni (previously) Ideal Customers Advantage Problems Ideal Products Revenue Models: Commerce & Retail
- 7. Revenue Models: Subscription & Usage Fees • Subscription: Newspaper • Usage fees: Electricity • Rental: House, Car Ideal Customers Advantage Problems Ideal Products
- 8. Revenue Models: Licensing • License of usage: Software Ideal Customers Advantage Problems Ideal Products
- 9. Revenue Models: Auctions & Bids • Auctions: ebay Ideal Customers Advantage Problems Ideal Products
- 10. Revenue Models: Advertising • Advertisements: TV, Newspaper, Priyo.com • Promoted content: Bikroy.com • Sponsorships: Maya.com.bd Ideal Customers Advantage Problems Ideal Products
- 11. Revenue Models: Data • Databases: SMS gateways Ideal Customers Advantage Problems Ideal Products
- 12. Revenue Models: Transaction / Intermediation • Brokerage • Transaction enablers: epayment gateway – SSL Commerze • Affiliate programs: Amazon • Creating a platform / marketplace: Odesk, Oployee, kaymu.com.bd, carmudi.com.bd Ideal Customers Advantage Problems Ideal Products
- 13. Revenue Models: Freemium • Paid version without advertisements • Paid version without restrictions • Paid version with additional features Ideal Customers Advantage Problems Ideal Products
- 14. Revenue Models: Negative Operating Cycle • Lower price by receiving payment before delivering the offering – Amazon, Airbnb, courier service for c-commerce in Bangladesh Ideal Customers Advantage Problems Ideal Products
- 15. Revenue Models: Razor/Blades • Offer the high-margin below cost to increase volume sales of the low-margin razor blades. – Printers and ink – Glucometer – Free connection with router by ISPs – Free SIM by Telcos Ideal Customers Advantage Problems Ideal Products
- 16. Revenue Models: Reverse Razor/Blades • Offer the low-margin item below cost to encourage sales of the high-margin companion product – Kindle, iPod/iTunes Ideal Customers Advantage Problems Ideal Products
- 17. Pricing Strategy Selecting Pricing Objective Determining Demand Estimating Costs Analyzing Competitor’s Costs, Prices and Offers Selecting a Pricing Method Selecting Final Price
- 18. Pricing Objective • Survival • Maximum Current Profit • Maximum Market Share • Maximum Market Skimming • Product-Quality Leadership • Other Objectives Selecting Pricing Objective Determining Demand Estimating Costs Analyzing Competitor’s Costs, Prices and Offers Selecting a Pricing Method Selecting Final Price
- 19. Determining Demand • Price Sensitivity – Less price sensitive when • Product more distinctive • Buyers are less aware of substitute • Expenditure is smaller part of buyer’s income • Expenditure is small compared to the total cost of the product • Product is assumed to have more quality, prestige or exclusiveness • Estimating Demand Curves • Price Elasticity of Demand Selecting Pricing Objective Determining Demand Estimating Costs Analyzing Competitor’s Costs, Prices and Offers Selecting a Pricing Method Selecting Final Price
- 20. Estimating Costs • Types of costs and level of productions - Variable cost - Total cost - Average cost • Accumulated production • Target costing Selecting Pricing Objective Determining Demand Estimating Costs Analyzing Competitor’s Costs, Prices and Offers Selecting a Pricing Method Selecting Final Price
- 21. Estimating Costs • Accumulated production • Target costing Selecting Pricing Objective Determining Demand Estimating Costs Analyzing Competitor’s Costs, Prices and Offers Selecting a Pricing Method Selecting Final Price
- 22. Analyzing Competitors’ Costs, Prices and Offers Selecting Pricing Objective Determining Demand Estimating Costs Analyzing Competitor’s Costs, Prices and Offers Selecting a Pricing Method Selecting Final Price
- 23. Selecting a Pricing Method • Markup Pricing – Unit cost = variable cost + fixed cost / unit sales – Markup price= unit cost / (1 - desired return on sales) = 16/(1-0.2) = 20 Selecting Pricing Objective Determining Demand Estimating Costs Analyzing Competitor’s Costs, Prices and Offers Selecting a Pricing Method Selecting Final Price
- 24. Selecting a Pricing Method • Target-return Pricing = unit cost + (desired return*invested capital) / unit sales • Break-even Volume = fixed cost / (price- variable cost) Selecting Pricing Objective Determining Demand Estimating Costs Analyzing Competitor’s Costs, Prices and Offers Selecting a Pricing Method Selecting Final Price
- 25. Selecting a Pricing Method • Perceived Value Pricing • Value Pricing • Going Rate Pricing • Auction-Type Pricing Selecting Pricing Objective Determining Demand Estimating Costs Analyzing Competitor’s Costs, Prices and Offers Selecting a Pricing Method Selecting Final Price
- 26. Selecting Final Price • Impact of other marketing activities • Company pricing policies • Gain-and-risk-sharing Pricing • Impact of Price on other parties Selecting Pricing Objective Determining Demand Estimating Costs Analyzing Competitor’s Costs, Prices and Offers Selecting a Pricing Method Selecting Final Price
- 27. Need to Know before Revenue Model • Your strength – Operation – Selling skills – Existing networks – Market / customer readiness – Potential market