De-Mystifying the Pricing Process
summary
Provides a repeatable six-step pricing framework: set objectives, map customer value, verify unit economics, survey the competitive landscape, choose price model, and execute tactics while iterating. Gives concrete tools and results — price sensitivity survey (about 100 respondents to find acceptable and optimal ranges), conjoint analysis for feature/packaging, and online A/B test for model comparisons using Qualtrics or site experiments. Calls out specifics: factor channel margins, contract and support costs, avoid ad‑hoc discounting, and notes a 10% average price lift can cut new-customer needs by ~20%.
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chapters (12)
- 0:00Introduction and background
- 1:09Consequences of poor pricing
- 3:57High-level pricing process
- 5:20Pricing objectives and strategies
- 7:07Quantitative pricing tools
- 11:41Competitive pricing analysis
- 12:46Pricing model considerations
- 15:11Packaging and bundling strategies
- 17:40Pricing model execution
- 18:43Product manager's pricing role
- 20:06Formalizing the pricing process
- 20:49Q&A session
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