Most companies don't fully leverage their pricing power. Understanding your customers' perception of value helps unlock your power. This slide deck was part of a presentation at the Value Innovation and Pricing Vancouver Meetup, in January 2019.

1. marketfit.com
alan@marketfit.com
@A_Albert
Presentation copyright © 2019 Alan Albert All rights reserved
Alan Albert
Don’t leave it to chance
Use Your Pricing Power

2. How much do you pay for a coffee?

9. Tall Grande Venti Trenta

28. How much do you pay for a coffee?

29. “ The single most important decision
in evaluating a business is
pricing power ”
Warren Buffet

30. What do we pay for?

31. What determines value?
Your customers’ values
Your own perception of value
is irrelevant
So it’s important to discover
your customers’ values

32. Differentiation Determines Value
The value of your product is the value of how it’s different

33. Pricing Models
You can create value with innovative pricing models

34. Case Study

35. Case Study
Unable to sell successful global product
in North American vertical market
Value Discovery Research
to discover customer values
New Value Proposition
based on discovered values

36. Case Study

37. Case Study
New Pricing Model
based on discovered values
Over $4M in incremental new revenue
in 4-month test of 1 product in 1 vertical
Repeating this approach
for other products and regions

38. Customer values can be discovered, measured, and known
You can use this power to increase the value you deliver
PRICELESS

39. marketfit.com
alan@marketfit.com
@A_Albert
Presentation copyright © 2019 Alan Albert All rights reserved
Alan Albert
Don’t leave it to chance
Use Your Pricing Power