Pricing Presentation for Mayfield Business Forum 3rd November 2009

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Presentation prepared for the meeting of the Mayfield Business Forum (MBF) held at the Rose & Crown Mayfield on 3rd November 2009. The main topic of discussion was pricing and there are slides showing the main points

Negócios Educação Tecnologia

PRICING Roger Stone Roger Stone Consultancy Limited November 2009 1

2 Golden Rule –Never compete on pricing alone

Pricing in your Business Context Desired growth Financial backing Product positioning: utility vs de luxe Aims Maximise profit Support a particular lifestyle 3

Price level Customer willing to pay PROFIT All your costs COST 0 4

Price level Aspirational level Customer willing to pay Competitive level PROFIT Utility level All your costs MARGINAL COST COST 0 5

Pricing tips Positioning: “utility” vs “luxury” Understand your costs Pricing that makes sense to the customer Mainstream, offers and large contracts Review customer/product profitability Discount: more for the same price Discuss pricing last 7

Feedback and questions to: roger@rogerstoneconsultancy.com or find out more about me: www.linkedin.com/in/rogerstone Twitter: rogerstone26 http://rogerstonemarketing.blogspot.com/ 9

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• 3. We’ll cover...1 Right and wrong ways to pick a price2 The two stages of pricing3 7 rules to give your pricing the edge • 4. Price has a MASSIVE impact on your business. • 5. Bad Methods for Pricing • 6. 1. Product cost + X% You’ll undercharge some customers and overcharge others. • 7. 2. What does the customer want to pay? People have no idea until you ask them for their credit card. • 8. Pricing by Value • 9. Value-Based Pricing Your customers get value worth $Y and it only costs them $X. • 10. Why does this work? People cannot perceive absolute value, only comparative value. • 11. Some value is easy to calculate... • 12. Other value isn’t... • 13. Pricing - Stage 1 1 • 14. Stage 1 is all about the unknown. Customers don’t understand your product and you don’t understand your customers. • 15. This is before product/market fit. • 16. The price you pick won’t be the best. • 17. Your goal = prove that the product can be sold. • 18. Pricing - Stage 2 2 • 19. This is your growth stage. • 20. Time to optimize your price. You’ll need a deep understanding for how your customers use your product. • 21. Interview your customers • 22. The ideal price is... Just high enough to need consideration but low enough to still provide plenty of value. • 23. What if you have different customer segments? • 24. Separate segments with features. Price sensitive customers get limited plans, value sensitive customers get the VIP plan. • 25. For this to be successful... You need to talk to your customers and understand the benefits they need the most. • 26. Capture the full value from each customer type. • 27. Bidsketch Case Study - Old Pricing • 28. Bidsketch Case Study - New Pricing • 29. Bidsketch Case Study - Results1 Doubled average revenue per customer2 Only a slight drop in conversions3 No impact on churn Google “bidsketch pricing post” • 30. Seven Rules for Pricing 7 • 31. Rule 1: End with a 9 $39 or $37? • 32. Rule 2: Make Your Price Short $1,000.00 or $1000? • 33. Rule 3: Anchor Your Price 1 That product is $100, this is only $10 2 Was $150, now only $80 3 Value of $1500, selling for only $150 • 34. Rule 4: Offer Multiple Prices • 35. Rule 5: Double your Price People tend to UNDERvalue their services. • 36. Rule 6: Be Careful With Freemium Plans Very difficult to make it work outside of mass markets. • 37. Rule 7: Grandfather Old Customers In As long as you don’t raise prices for old customers, you won’t get any complaints. • 38. These are rules, not laws. • 39. Your 3 Tools for Getting It Done • 40. 1. The Customer Interview • 41. 2. A/B Testing • 42. 3. Customer Analytics • 43. KISSmetrics helps you find the right price 1 Know who to interview 2 Get A/B results from your whole funnel 3 Track WHO’s doing what

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Pricing Presentation for Mayfield Business Forum 3rd November 2009

1. PRICING Roger Stone Roger Stone Consultancy Limited November 2009 1

2. 2 Golden Rule –Never compete on pricing alone

3. Pricing in your Business Context Desired growth Financial backing Product positioning: utility vs de luxe Aims Maximise profit Support a particular lifestyle 3

4. Price level Customer willing to pay PROFIT All your costs COST 0 4

5. Price level Aspirational level Customer willing to pay Competitive level PROFIT Utility level All your costs MARGINAL COST COST 0 5

6. Price sensitivity Volume Price 6

7. Pricing tips Positioning: “utility” vs “luxury” Understand your costs Pricing that makes sense to the customer Mainstream, offers and large contracts Review customer/product profitability Discount: more for the same price Discuss pricing last 7

8. Thank you for your attention 8

9. Feedback and questions to: roger@rogerstoneconsultancy.com or find out more about me: www.linkedin.com/in/rogerstone Twitter: rogerstone26 http://rogerstonemarketing.blogspot.com/ 9

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