Are you applying best practices in your pricing?

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Pricing Design

Unbundling value to align packages with customer segments

Unbundling value to align packages with customer segments

Pricing design work often needs to include an unbundling phase. The current offer gets broken down into its key parts so that the contribution of each aspect to value can be understood. These function to value mappings are then connected to a value-based market segmentation in order to repackage offers so that they can be priced.

Pricing your solution portfolio: Part 3 - Looking for Interactions

Pricing your solution portfolio: Part 3 - Looking for Interactions

Part 3 in a four part series on pricing an offer portfolio. Here the focus is on interactions between different parts of the portfolio. Three key ways of thinking through portfolio interactions are discussed: frames, paths, packaging and bundling. Common pitfalls are also identified.

Pricing strategy changes across the technology life cycle

Pricing strategy changes across the technology life cycle

Early stage innovators often gravitate to horizontal solutions. This can drag down their pricing power as they end up pricing to the lowest common denominator. Build value and pricing power by delivering a business solution to a targeted segment (a real segment gets value in the same way and buys in the same way).

Pricing in the context of strategic choices

Pricing in the context of strategic choices

Pricing is often seen as a tactical discipline, one that comes way down in the strategic hierarchy. But one can only make effective pricing choices in the context of strategy. Roger Martin’s cascading choices provide a powerful way to organize thoughts around pricing strategy and execution.

Are you pricing the experience or the outcome?

Are you pricing the experience or the outcome?

There is a tension in service design between outcomes and experience. Given its roots in the design world, service design is often focussed on the experience. But in some cases the outcome is all that matters. In others, the experience is the outcome. This can complicate the pricing of services and new models are needed.

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