Pre-Conference Masterclass Tuesday 11 May

GO TO DAY ONE GO TO DAY TWO

REGISTER

Pricing – how to choose the right model, price profitably and communication to win, keep, and grow clients

Ensure your pricing does not leave money on the table. This workshop will help you understand value, and understand your customers using both behavioural science and your data, so you can price strategically and profitably.

09:00
Registration, coffee and networking
09:30
Choosing a pricing model
  • Variables every business must consider: customers, costs, and competition
  • Using market segmentation to define which pricing model is most appropriate
     

Now you’ve found a model – how much should you actually be charging?

  • Defining a pricing strategy: cost-plus pricing, competitor-based pricing, or value-based pricing?
  • Finding your absolute lower bound for pricing: the part costs play
  • Benchmarking competition to make sure you're in the same ballpark
  • Behavioural insights, trends, and price sensitivity
11:00
Morning tea, more coffee and networking
11:30
Introduction to the subscription business model
  • What companies get wrong about subscription pricing
  • How to avoid over- or under-pricing products/services
  • Updating pricing as your product or service improves over time
  • Pricing as one of the most important levers for revenue growth
     

Analysing the benefits and drawbacks of common subscription pricing models:

  • Fixed / flat-rate pricing model
  • Per unit/user model
  • Value-based model
13:00
Lunch and chat!
14:00
Figuring out what customers will actually pay for your product
  • Dedicating time and resources to finding out more about your customers and your product to properly understand the value you provide
  • Strategies to enhance your pricing using three revenue buckets (Win, Keep, & Grow): freemium, upselling and cross-selling, and tiered packages
  • Achieving subscription pricing nirvana: a pricing strategy that maximises your chances of profitability and sustainability
15:30
Close of workshop

Workshop Leader:

Eva Feenstra
Director
Simon-Kucher & Partners