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Pricing

Changing your pricing metric can change willingness to pay (WTP)

Changing your pricing metric can change willingness to pay (WTP)

Willingness to pay is very sensitive to framing effects. One of the most important framing effects is the pricing metric. B2B SaaS companies can realize orders of magnitude changes in willingness to pay by changing their pricing metric. Pricing metrics can also be a powerful way to differentiate.

Customer Experience (CX) includes price (and value)

Customer Experience (CX) includes price (and value)

Customer experience (CX) and pricing are core business disciplines but a gap yawns between them. In a services driven economy it is important to bridge this gap and put pricing and value in the context of the customer experience.

Value Surveys for Pricing Excellence

Value Surveys for Pricing Excellence

At Ibbaka, we begin our pricing work by understanding the value of your product or service from the perspective of your customer. Our approach is to research, validate and quantify the economic (monetary) and emotional value your offer creates for the market with customers and non-customers. By understanding your differentiation relative to the customer’s next best competitive alternative, we can design a pricing model built that communicates and even amplifies your differentiation.

Value Innovation and Pricing - Vancouver - A new Meetup Group

Value Innovation and Pricing - Vancouver - A new Meetup Group

Meaningful innovation is a community effort. As a contribution to the Vancouver innovation community Ibbaka is sponsoring a new meetup on value innovation and pricing. We will meet about four times a year in Vancouver and may have meetups in Victoria and Kelowna as well.

Using multiple pricing metrics can help you take flight – the Heathrow story

Using multiple pricing metrics can help you take flight – the Heathrow story

There are many ways to innovate on your pricing metric to get a closer correlation with your value metrics and business model. Heathrow Airport provides an interesting case study. Note how they use different pricing metrics for inbound and outbound flights!

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