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I talk through the new levels of opportunities in typography in web design, and also the challenges. I focus on navigating choosing and pairing fonts for the web.

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• 3. We’ll cover...1 Right and wrong ways to pick a price2 The two stages of pricing3 7 rules to give your pricing the edge • 4. Price has a MASSIVE impact on your business. • 5. Bad Methods for Pricing • 6. 1. Product cost + X% You’ll undercharge some customers and overcharge others. • 7. 2. What does the customer want to pay? People have no idea until you ask them for their credit card. • 8. Pricing by Value • 9. Value-Based Pricing Your customers get value worth $Y and it only costs them $X. • 10. Why does this work? People cannot perceive absolute value, only comparative value. • 11. Some value is easy to calculate... • 12. Other value isn’t... • 13. Pricing - Stage 1 1 • 14. Stage 1 is all about the unknown. Customers don’t understand your product and you don’t understand your customers. • 15. This is before product/market fit. • 16. The price you pick won’t be the best. • 17. Your goal = prove that the product can be sold. • 18. Pricing - Stage 2 2 • 19. This is your growth stage. • 20. Time to optimize your price. You’ll need a deep understanding for how your customers use your product. • 21. Interview your customers • 22. The ideal price is... Just high enough to need consideration but low enough to still provide plenty of value. • 23. What if you have different customer segments? • 24. Separate segments with features. Price sensitive customers get limited plans, value sensitive customers get the VIP plan. • 25. For this to be successful... You need to talk to your customers and understand the benefits they need the most. • 26. Capture the full value from each customer type. • 27. Bidsketch Case Study - Old Pricing • 28. Bidsketch Case Study - New Pricing • 29. Bidsketch Case Study - Results1 Doubled average revenue per customer2 Only a slight drop in conversions3 No impact on churn Google “bidsketch pricing post” • 30. Seven Rules for Pricing 7 • 31. Rule 1: End with a 9 $39 or $37? • 32. Rule 2: Make Your Price Short $1,000.00 or $1000? • 33. Rule 3: Anchor Your Price 1 That product is $100, this is only $10 2 Was $150, now only $80 3 Value of $1500, selling for only $150 • 34. Rule 4: Offer Multiple Prices • 35. Rule 5: Double your Price People tend to UNDERvalue their services. • 36. Rule 6: Be Careful With Freemium Plans Very difficult to make it work outside of mass markets. • 37. Rule 7: Grandfather Old Customers In As long as you don’t raise prices for old customers, you won’t get any complaints. • 38. These are rules, not laws. • 39. Your 3 Tools for Getting It Done • 40. 1. The Customer Interview • 41. 2. A/B Testing • 42. 3. Customer Analytics • 43. KISSmetrics helps you find the right price 1 Know who to interview 2 Get A/B results from your whole funnel 3 Track WHO’s doing what

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