Are you applying best practices in your pricing?

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Willingness-to-pay

What shapes willingness to pay (WTP)?

What shapes willingness to pay (WTP)?

Willingness to pay (WTP) is one of the most abused terms in pricing work. Lazy consultants use it as a proxy for value. It is not. Market researchers think of it as something to be measured. Pricing strategists look for ways to shape WTP through marketing segmentation, value communication and a pricing model that connects price to value.

What is the distribution of your Willingness to Pay curve?

What is the distribution of your Willingness to Pay curve?

Willingness to Pay (WTP) is one of the most popular, and slipperiest concepts, in the pricing world. Three key things to remember: (i) WTP can be shaped, it is not a given, (ii) WTP is a distribution and not a point, (iii) the shape of the WTP distribution impacts your pricing strategy.

Are you leaving money on the table?

Are you leaving money on the table?

In the Sixth Edition of The Strategy and Tactics of Pricing, Tom Nagle and Georg Muller introduce the Value Cascade. This is a powerful framework for identifying value and pricing leaks. Use it to ask yourself hard questions about how you create, communicate and capture value.

In pricing analysis the shape of the distribution matters

In pricing analysis the shape of the distribution matters

Pricing strategy and design work inevitably includes a lot of numbers. Too often, we focus on the numbers describing the numbers, averages, medians, standards of deviation. In most cases, the shape of the distributions is as important as the absolute values.

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