Y O U R P R O D U C T
@MACIEKLASKUS
€1,9€0,1 €45
IS THIS EXPENSIVE?
THERE IS NO SUCH THING AS
“CHEAP”
“THE RIGHT PRICE”
“EXPENSIVE”
PEOPLE USE BENCHMARKS TO
DETERMINE WHAT PRICE
THEY SHOULD BE PAYING
THESE BENCHMARKS
CAN BE CHANGED
$59
$125
$125
Survey on 100 MBA students of Sloan University
INTERNET ONLY ($59): 16 STUDENTS
PRINT ONLY ($125): 0 STUDENTS
PRINT + INTE...
Same group
“Print Only” option ($125) removed
INTERNET ONLY ($59): 68 STUDENTS (before 16)
PRINT + INTERNET ($125): 32 STU...
WHAT ARE MY
BENCHMARKS?
IT’S NOT YOUR BENCHMARKS
IT’S THEIR BENCHMARKS
DON’T GUESS
ASK
TAKE IT FROM ME:
I SCREWED IT UP BEFORE
Startup Safary
A NEW EVENT FORMAT
SHOULD WE SELL TICKETS?
HOW MUCH CAN WE CHARGE?
OUR BENCHMARK
JOB
FAIR
PRICE:
FREE/€10
OUR CUSTOMER’S BENCHMARK
MID-LEVEL
CONFERENCE
PRICE:
€200-€300 (sic!)
OUR CUSTOMER’S BENCHMARK
HIGH-END
CONFERENCE
PRICE:
€30-€300 (sic!)
OUR CUSTOMERS USED
DIFFERENT BENCHMARKS
TALKING TO
CUSTOMERS
“HOW MUCH WOULD YOU PAY?”
THEY DON’T KNOW!
THEY DO KNOW WHAT THEY DON’T WANT!
IT’S PAYING TOO MUCH
HOW MUCH WOULD BE TOO M...
“How much would be too much?”
“OK, WOULD YOU PAY €50… €100… €500…”
“WHAT OTHER EXPENSE DID YOU COMPARE IT TO?”
“IF I WAS C...
“Influence”
Robert Cialdini
“Predictably Irrational”
Dan Ariely
customerdevlabs.com
GREAT RESOURCES
THE POWER OF
BECAUSE
THE POWER OF
BECAUSE
EXCUSE ME, I HAVE FIVE PAGES. MAY I USE THE XEROX
MACHINE?”
"EXCUSE ME, I HAVE FIVE PAGES. MAY I USE ...
@MaciekLaskus
Pricing you product - pricing strategies
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Pricing you product - pricing strategies

Slides from the talk at 4YFN conference in Barcelona about pricing from the perspective of a startup founder. It focuses on a handful of strategies for discovering how much you might be able to charge for your product.
Published on: Mar 4, 2016
Published in: Business      
Source: www.slideshare.net


Transcripts - Pricing you product - pricing strategies

  • 1. Y O U R P R O D U C T @MACIEKLASKUS
  • 2. €1,9€0,1 €45
  • 3. IS THIS EXPENSIVE?
  • 4. THERE IS NO SUCH THING AS “CHEAP” “THE RIGHT PRICE” “EXPENSIVE”
  • 5. PEOPLE USE BENCHMARKS TO DETERMINE WHAT PRICE THEY SHOULD BE PAYING
  • 6. THESE BENCHMARKS CAN BE CHANGED
  • 7. $59 $125 $125
  • 8. Survey on 100 MBA students of Sloan University INTERNET ONLY ($59): 16 STUDENTS PRINT ONLY ($125): 0 STUDENTS PRINT + INTERNET ($125): 84 STUDENTS
  • 9. Same group “Print Only” option ($125) removed INTERNET ONLY ($59): 68 STUDENTS (before 16) PRINT + INTERNET ($125): 32 STUDENTS (before: 84)
  • 10. WHAT ARE MY BENCHMARKS?
  • 11. IT’S NOT YOUR BENCHMARKS IT’S THEIR BENCHMARKS
  • 12. DON’T GUESS ASK
  • 13. TAKE IT FROM ME: I SCREWED IT UP BEFORE
  • 14. Startup Safary
  • 15. A NEW EVENT FORMAT SHOULD WE SELL TICKETS? HOW MUCH CAN WE CHARGE?
  • 16. OUR BENCHMARK JOB FAIR PRICE: FREE/€10
  • 17. OUR CUSTOMER’S BENCHMARK MID-LEVEL CONFERENCE PRICE: €200-€300 (sic!)
  • 18. OUR CUSTOMER’S BENCHMARK HIGH-END CONFERENCE PRICE: €30-€300 (sic!) OUR CUSTOMERS USED DIFFERENT BENCHMARKS
  • 19. TALKING TO CUSTOMERS
  • 20. “HOW MUCH WOULD YOU PAY?” THEY DON’T KNOW! THEY DO KNOW WHAT THEY DON’T WANT! IT’S PAYING TOO MUCH HOW MUCH WOULD BE TOO MUCH? WHY?
  • 21. “How much would be too much?” “OK, WOULD YOU PAY €50… €100… €500…” “WHAT OTHER EXPENSE DID YOU COMPARE IT TO?” “IF I WAS CHARGING €100, WHAT WOULD YOU COMPARE IT TO, TO SAY WHETHER IT’S EXPENSIVE”
  • 22. “Influence” Robert Cialdini “Predictably Irrational” Dan Ariely customerdevlabs.com GREAT RESOURCES
  • 23. THE POWER OF BECAUSE
  • 24. THE POWER OF BECAUSE EXCUSE ME, I HAVE FIVE PAGES. MAY I USE THE XEROX MACHINE?” "EXCUSE ME, I HAVE FIVE PAGES. MAY I USE THE XEROX MACHINE BECAUSE I'M IN A RUSH?” "EXCUSE ME, I HAVE FIVE PAGES. MAY I USE THE XEROX MACHINE BECAUSE I HAVE TO MAKE SOME COPIES?” COMPLIANCE: 64% COMPLIANCE: 94% COMPLIANCE: 93%
  • 25. @MaciekLaskus

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