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Pricing strategy and planning DCCO

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Pricing strategy and planning DCCO

  1. 1. Pricing Strategy and Planning
  2. 2. Agency and Community Success Manager at Pantheon. @mcdwayne on Twitter. Some things I enjoy, aside from tech, are ● Improv comedy and theater ● Comic books ● Karaoke!!! Hi, I’m Dwayne
  3. 3. 3 Pantheon Background  Pantheon is a platform for developers and agencies to quickly build, launch and run sites in a sane and scalable way Pantheon has over 400 signed agency partners + over 3000 agencies worldwide using the tools
  4. 4. 4 What we’ve learned about agencies 
  6. 6. Outline ● How to uncover the right pricing strategy to ‘fund your life’. ● Articulating differentiation and focus on value instead of price. ● Choosing hourly vs fixed bid pricing based on the situation. ● When and how to bundle additional services like hosting, SEO and support services.
  7. 7. Fund Your Life
  8. 8. How much to fund a life? Think “Thriving” not “Subsistence” VS
  9. 9. Work - Life Balance
  10. 10. No magic formula, but… Expenses ÷ Working Hours ≈ Minimum Viable Hourly Rate Special shout out to Heather Acton, Founder, Helio Interactive for this advice from WordCamps to freelancers
  11. 11. Example
  12. 12. Value vs Price
  13. 13. 13 Secret of all sales  People spend $ on things they value
  14. 14. How much is a project worth?
  15. 15. What does a website cost?
  16. 16. A dream written down with a date becomes a goal. A goal broken down into steps becomes a plan. A plan backed by action makes your dreams come true. – Greg S. Reid
  17. 17. 17 Sales Basics: Sales funnel  ● Leads ● Qualified Leads ● Proposals ● Growth goal ($$$) ● Outreach and Networking ● Qualification ● Discovery ● Procurement ● Profit!!!
  18. 18. 18 Discovery process  VS
  19. 19. 19 Value Based Discovery  Some basic rules: ● Ask open ended questions ● Focus on the ‘Why’ ● Resist talking about your value until you have enough information to match your value to what they want to accomplish ● Listen 75% of the time. Talk 25%
  20. 20. What about your value?
  21. 21. Proving your value to clients Portfolio, Client Reviews, Case Studies + Expert Content
  22. 22. Hourly vs fixed bid
  23. 23. Poll time
  24. 24. Every situation is different, but... General rule of thumb I have heard: ● If the client has not defined scope of project- Hourly might be best. ● If the project has a specific, defined - scoped they will probably also have a real budget. These require very tight boundaries
  25. 25. Bundling additional services like hosting, SEO and support services
  26. 26. 26 Sales Basics: Sales funnel 
  27. 27. Discovery is the time to ask: ● What do you expect to do for site updates? ● How will you react to SEO optimization evolutions? ● What frequency are you expecting me to check in with you? ● What do you expect me to do if the site goes down or gets hacked?
  28. 28. And do you even want to? ● Are you good at all these areas or should you make a referral? ● Are you set up to handle hosting or should you rely on a partner company?
  29. 29. “Yes, I can do that.” Vs. “Yes, I could do that, but only for a price.” Never give away your time
  30. 30. No matter what though…. DEFINED AND ENFORCED SCOPE IS CRITICAL!!!! Scope creep is a killer
  31. 31. Tips for new and small agencies
  32. 32. Freelancer or Consultant? Freelancer Does Not Sound As Valuable As A Consultant
  33. 33. Do’s and Don’ts ● Do - Trust your instincts. ● Don’t - Take a bad deal.
  34. 34. Do’s and Don’ts ● Do - Raise prices, at least annually. ● Don’t - Reduce your rates. Ever.
  35. 35. Do’s and Don’ts ● Do - Fire bad clients. ● Don’t - Be afraid to ask for referrals.
  36. 36. Do’s and Don’ts ● Do - Give yourself regular raises. ● Don’t - Pay yourself last.
  37. 37. Do’s and Don’ts ● Do - Plan regular vacations. ● Don’t - Work weekends ‘for free’.
  38. 38. Do’s and Don’ts ● Do - Have a Pet Project to continually enable you to learn new skills. ● Don’t - Don’t let your projects control you.
  39. 39. 39 Further Reading/Listening  *MJHoffman - *You Can't Teach a Kid to Ride a Bike at a Seminar Book by David H Sandler and John Hayes *The Challenger Sale: Taking Control of the Customer Conversation - Book by Brent Adamson and Matthew Dixon *Predictable Revenue -
  40. 40. Agency and Community Success Manager at Pantheon. mcdwayne on Twitter. Some things I enjoy, aside from tech, are ● Improv comedy and theater ● Comic books ● Karaoke!!! Goodbye, I was Dwayne
  41. 41. Thanks

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  • kaminsane

    Jul. 1, 2020 Link to Calculator from slide 11:


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