Pricing Revealed: What Every Product Manager Should Know

•

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SVPMA

Pricing Revealed, What Every Product Manager Should Know : Talk by Mark Stiving at SVPMA Monthly Event June 2013

Business Technologie

Capture
More
Value
from
Your

Products
and
Capabili7es

Mark
S'ving

•  Director
of
Pricing
at
Maxim
Integrated

•  Ph.D.
in
pricing
from
UC
Berkeley

•  1996-‐2000
Professor
of
Marke'ng
at
Ohio
State

–  Pricing,
market
research,
marke'ng
models

•  Currently
teach
pricing
with
UC
Irvine

•  “Impact
Pricing:
Your
Blueprint
for
Driving
Proﬁts”

•  Blogger
at
Pragma'cPricing.com

•  Frequent
speaker
and
coach
on
pricing

2

Pricing
is
…

Complex

Powerful

Important

Fun

Psychological

Qualita've

Quan'ta've

Never
perfect
Speciﬁc

Customizable
Dependent

Emo'onal

Informa'on
Secret

Risky

Instantaneous

Grading

Common

Dynamic

A
process

Key Takeaway #1
Know your Value –
Charge what your customers are
Willing To Pay

Customers making the “Will I?”
decision are not price sensitive

Price has a powerful impact when
customers choose “Which one?”

VALUE
IS
PERCEIVED
DIFFERENTIATION

Create
it

Find
it

Communicate
it

Diﬀerent

willingness

to
pay

Segmenta'on

Key Takeaway #2
Segment Your Pricing –
Charge more to customers who are
willing to pay more.

Characteristics
Transaction info
Behaviors
Products
How?

Customer
Characteristics
Transaction info
Segmenta'on

Customer
Characteristics
Transaction info
Product
Segmenta'on

Por`olio

Google
-‐
$1.70
per
Android
device

Apple
-‐
$576.30
per
iOS
device

Source:
CNN
Money
–
Asymco:
Google
makes

only
$1.70
a
year
per
Android
device

Gefng
Paid
for
Free

•  Free
samples

•  Free
trials

•  Free
informa'on
(like
now)

•  Pay
as
you
wish

•  Free
network
membership

•  Ad
supported
(sponsors)

•  Freemium

Key Takeaway #3
Build a Product Portfolio!
Versions
Complements

Key
Takeaways

1.  Know
your
value
–
Charge
for
it

2.  Segment
your
pricing

3.  Build
a
product
por`olio

www.Pragma'cPricing.com

ms@MarkS'ving.com

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Organisational success today depends on effective communication and collaboration with individuals from cultures with varying beliefs and practices. Indeed, with the workforce increasingly comprised of people of varying cultural backgrounds, leaders must now prioritise the significance of cultural competence in the workplace. Ensuring cultural competence at every level of your organisation cannot be understated. While cultural disparities can manifest in different ways, as a leader, you must build deep and nuanced cultural competence skills and education to accurately spot, address and alleviate the various scenarios that can arise. Failing to recognise the importance of cultural competence or not acting to improve it can lead to cultural negligence. There are a few things to consider to ensure your organisation is on the right track. In this deck, you'll understand the importance of building cultural competence in the workplace. You'll also learn • The three (3) dimensions of Cultural Competence in the workplace • Key strategies to build a culturally competent workforce • Major benefits you stand to gain by having a culturally competent team.

Cracking the Cultural Competence Code.pptx

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Pricing Revealed: What Every Product Manager Should Know

1. Capture More Value from Your Products and Capabili7es

2. Mark S'ving •  Director of Pricing at Maxim Integrated •  Ph.D. in pricing from UC Berkeley •  1996-‐2000 Professor of Marke'ng at Ohio State –  Pricing, market research, marke'ng models •  Currently teach pricing with UC Irvine •  “Impact Pricing: Your Blueprint for Driving Proﬁts” •  Blogger at Pragma'cPricing.com •  Frequent speaker and coach on pricing 2

3. WHAT IS PRICING?

4. Pricing is … Complex Powerful Important Fun Psychological Qualita've Quan'ta've Never perfect Speciﬁc Customizable Dependent Emo'onal Informa'on Secret Risky Instantaneous Grading Common Dynamic A process

5. Pricing is … Complex Powerful Important Fun Psychological Qualita've Quan'ta've Never perfect Speciﬁc Customizable Dependent Emo'onal Informa'on Secret Risky Instantaneous Grading Common Dynamic A process

6. Pricing is … Complex Powerful Important Fun Psychological Qualita've Quan'ta've Never perfect Speciﬁc Customizable Dependent Emo'onal Informa'on Secret Risky Instantaneous Grading Common Dynamic A process

7. Pricing is … Complex Powerful Important Fun Psychological Qualita've Quan'ta've Never perfect Speciﬁc Customizable Dependent Emo'onal Informa'on Secret Risky Instantaneous Grading Common Dynamic A process

8. Pricing is … Complex Powerful Important Fun Psychological Qualita've Quan'ta've Never perfect Speciﬁc Customizable Dependent Emo'onal Informa'on Secret Risky Instantaneous Grading Common Dynamic A process

9. Pricing is … Complex Powerful Important Fun Psychological Qualita've Quan'ta've Never perfect Speciﬁc Customizable Dependent Emo'onal Informa'on Secret Risky Instantaneous Grading Common Dynamic A process

10. Pricing is … Complex Powerful Important Fun Psychological Qualita've Quan'ta've Never perfect Speciﬁc Customizable Dependent Emo'onal Informa'on Secret Risky Instantaneous Grading Common Dynamic A process

11. Pricing is … Complex Powerful Important Fun Psychological Qualita've Quan'ta've Never perfect Speciﬁc Customizable Dependent Emo'onal Informa'on Secret Risky Instantaneous Grading Common Dynamic A process

12. Pricing is … Complex Powerful Important Fun Psychological Qualita've Quan'ta've Never perfect Speciﬁc Customizable Dependent Emo'onal Informa'on Secret Risky Instantaneous Grading Common Dynamic A process

13. Pricing Captures Value

14.

15. Key Takeaway #1 Know your Value – Charge what your customers are Willing To Pay

16. Will I? Which one? Value

17. Will I?

18. Will I?

19. Customers making the “Will I?” decision are not price sensitive

20. Which One?

21. Price has a powerful impact when customers choose “Which one?”

22.

23. Diﬀeren'a'on

24. Value is Differentiation

25. Percep'ons

26. VALUE IS PERCEIVED DIFFERENTIATION Create it Find it Communicate it

27. Key Takeaway #1 Know your Value – Charge what your customers are Willing To Pay

28. Diﬀerent willingness to pay Segmenta'on

29. Is it fair?

30. Key Takeaway #2 Segment Your Pricing – Charge more to customers who are willing to pay more.

31. Characteristics Transaction info Behaviors Products How?

32. Customer Characteristics Segmenta'on

33. Customer Characteristics Transaction info Segmenta'on

34. Customer Characteristics Transaction info Product Segmenta'on

35. Behaviors

36.

37. Products

38. Key Takeaway #2 Segment Your Pricing – Charge more to customers who are willing to pay more.

39. Por`olio Versions Complements

40. Anchoring

41. Will I? Which one? Complements

42. Complements?

43. 510 Acres

44. 25,000 Acres

45. Por`olio Google -‐ $1.70 per Android device Apple -‐ $576.30 per iOS device Source: CNN Money – Asymco: Google makes only $1.70 a year per Android device

46. Gefng Paid for Free •  Free samples •  Free trials •  Free informa'on (like now) •  Pay as you wish •  Free network membership •  Ad supported (sponsors) •  Freemium

47. Key Takeaway #3 Build a Product Portfolio! Versions Complements

48. Key Takeaways 1.  Know your value – Charge for it 2.  Segment your pricing 3.  Build a product por`olio

49. www.Pragma'cPricing.com ms@MarkS'ving.com

Pricing Revealed: What Every Product Manager Should Know

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