6. Miishe Addy
Pricing Strategy as Product
Design
07 September 2019
Brought to you by
1
The Product School
Miishe Addy
@MiisheAddy
7. “Everything that we see
is a shadow cast by
that which we do not see.”
Martin Luther King Jr.
2Brought to you by
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Miishe Addy
@MiisheAddy
8.
9. Brought to you by
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PRICE STRATEGY
WHOM? WHEN?
HOW? WHERE?
WHAT?
JETSTREAM SOLUTION
WHY
14. NEED FOR
SOLUTION
ABILITY TO PAY
HIGH
LOW SMALL LOCAL
FOOD RETAIL
SECTOR: AGRI-FOODS
IDEA-STAGE
EXPORTERS
OPERATING
EXPORTERS
MNC
EXPORTERS
LOW HIGH
15. NEED FOR
SOLUTION
ABILITY TO PAY
HIGH
LOW SMALL LOCAL
FOOD RETAIL
SECTOR: AGRI-FOODS
IDEA-STAGE
EXPORTERS
OPERATING
EXPORTERS
MNC
EXPORTERS
LOW HIGH
21. 16Brought to you by
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Miishe Addy
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HOW?
22. 17Brought to you by
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TRADITIONAL CONTAINER PRICING
‘’BY THE CUBIC METRE”
CUSTOMER REALITY
‘’BY THE KILOGRAM”
23. Standard Cargo :
By the Kilogram
HOW?
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Miishe Addy
@MiisheAddy
24. 19Brought to you by
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WHERE?
26. 21Brought to you by
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WHAT?
27. 22Brought to you by
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PRICE X VOLUME
$XX /
KG
$0 /
KG
0% MARKET
SHARE
100% MARKET
SHARE
Demand Curve
(Sets Ceiling)
Cost Curve
(Sets Floor)
Pricing Window
28. 23Brought to you by
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Miishe Addy
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CEILING?
● TARGET MARKET
● ALTERNATIVES
● CUSTOMER FEEDBACK
● BRAND STRATEGY
● COMPETITOR BEHAVIOR
FLOOR?
● CORE FEATURES
● ACTUAL COSTS
● FUNDRAISING STRATEGY
30. 25Brought to you by
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Miishe Addy
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RESULT
SUMMER 2018
106 kgs / month
SUMMER 2019
26,000 kgs / month
31. 26Brought to you by
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Product Design
32. 27Brought to you by
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Miishe Addy
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PRODUCT DESIGN
● Simple, dynamic pricing
● Global payment options
● Invoicing system synced
to shipment schedule
● Affordable, not free pricing
33. 28Brought to you by
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Miishe Addy
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Exercise
34. GHANA’S OWN SOLAR-POWERED LAPTOP
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24 MINUTE CHARGE FOR
24 HOUR BATTERY LIFE
YOUR UNIT COST: GHS 1,600
35. WHOM?
(ability to pay vs. need)
WHEN?
(customer cash cycle)
HOW?
(unit of measure)
WHERE?
(origin vs. endpoint)
WHAT? (customer demand curve vs. your cost curve)
WHY? (maximize total revenues)
36. 31Brought to you by
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Miishe Addy
@MiisheAddy
PRO
version 2X BATTERY LIFE
+ GHS 1,000 PER UNIT
+ BET-THE-COMPANY
R&D INVESTMENT
GO FOR PRO?
Product School’s Product Management Certificate Path comprises of 3 part-time courses for professionals with strong technical or business background who want to further explore Product Management at software-based companies.
During Product Management Training you will first learn Product Management fundamentals to understand the software product lifecycle and what it takes to successfully transition into a product management role.
You’ll then be trained to retrieve data, understand its value and make impactful decisions with SQL, data visualization and Tableau. Learn to understand your users to deliver exceptional UX/UI design and develop a robust digital marketing plan. During the Full Stack Product Management Training, you will deep dive into the technical knowledge to enhance your ability to work with agile teams.
Finally, Product Leadership Training will elevate your product knowledge to become an effective Product Leader. You'll do an in-depth analysis on how to implement best PM practices on a strategic level to significantly impact your company’s portfolio and revenue. Learn the soft skills to manage product teams and manage stakeholders to deliver performing products.