Value Innovation and Pricing Vancouver meets four times a year in Vancouver to share experiences around innovation, design and pricing.

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VALUE INNOVATION AND PRICING VANCOUVER - MEET UP
Meetup 1: Value and Pricing Along the Customer
Journey
At VentureLabskaren@ibbaka.com
steven@ibbaka.com
January 17, 2019

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ABOUT US
Mind mapping your career goals can give a lot
of insights into the direction you want to take
with your life.
Karen and Steven are share goals around
building communities, creating wealth and
investing in innovation.
Mind mapping career goals
gives the insights needed for
real collaboration

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➔ Creating value is core to many roles
➔ Pricing is critical to sustainable value innovation
➔ The value lens helps to you to make many design, marketing and investment
decisions
Learn more about Value Innovation and Pricing Vancouver
WHY HAVE THIS MEETUP?

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➔ Build community
➔ Share knowledge
➔ Create opportunities
OUR GOALS

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SPONSOR SFU VENTURELABS

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SPONSOR IBBAKA
Ibbaka
Ibbaka Blog

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SPONSOR IBBAKA

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SPONSOR TEAMFIT
TeamFit
TeamFit Blog

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SPONSOR TEAMFIT
Understand current and future
skills
Map competencies to learning

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• What roles do you play?
• What context do you work in?
• Why are you here?
➔ Please spend a few minutes getting to know
the person next to you
GETTING TO KNOW EACH OTHER

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CUSTOMER JOURNEY MAPS WHAT DO WE MEAN BY WALUE?
Alan Albert helps
companies go
deep on how
customers
understand value
and then to
connect this to
product
innovation and
pricing.

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• A core tool for service design
• A way to map all of the touchpoints with a customer from first awareness to
after they have stopped engaging
• Often look in two directions – at the person receiving or using a product or
service and at the person providing the product or service
• Generally focus on the emotional response
CUSTOMER JOURNEY MAPS

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CUSTOMER JOURNEY MAPS
Journey map is a visualization of an
experience of a person over time
Journey map as a “border object”
Assumptions vs. Research
Often combined with:
- Service blueprint
- Stakeholder map
- Value network map

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➔ Who is using customer journey maps?
➔ What are some innovative ways they could be used?
➔ Has anyone used them to understand value communication or pricing?
➔ it’s not about tools
WHAT IS THE GROUP’S EXPERIENCE

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• When is value understood?
• When does value resonate?
• When is value delivered?
• When is price communicated?
• When is price claimed?
Understanding customer
journey mapping and pricing
LAYERING IN VALUE AND PRICING

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➔ Value to Customer and Customer Lifetime Value can be laid along the
customer journey
➔ What happens when V2C < LTV?
VALUE TO CUSTOMER (V2C) AND CUSTOMER LIFETIME VALUE (LTV)

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1. Split up into groups of five – seven
(Three groups can use meeting rooms)
2. Use the paper and pens available
3. Sketch the customer journey for
➔ how you interact with your organization
See if you can find an insight
BREAKOUT SESSIONS (20 Minutes)

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➔ how you interact with your organization
1. What are the touchpoints over the lifetime?
2. Is there an emotional up and down?
3. How do you create value for your organization?
4. How does your organization create value for you?
5. Is the value exchange fair?
BREAKOUT SESSIONS (20 Minutes)

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➔ Share your insight
➔ How can we make this an effective group?
➔ What other topics would people like to cover?
(plan to do two or three more sessions this year)
Suggestions include
Case studies
Work through a member’s pricing challenge together
Ways to test pricing
…
SUMMARY

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Pricing consultancy and technology company
built by experienced entrepreneurs
We understand innovation because we live it
Our passion is improving product launch and
in market success through better strategic
pricing and execution
Understand the larger picture of
segmentation, targeting, value modeling,
value propositions and pricing architecture
Twitter LinkedInWebsite
Steven Forth
Managing Partner
steven@ibbaka.com
+1 604 763 7397
Karen Chiang
Managing Partner
karen@ibbaka.com
+1 778 628 4085
Rashaqa Rahman
Consultant
rashaqa@ibbaka.com