Rich Mironov led a discussion for SDForum’s Marketing SIG and Start-up SIG
What: “Strategic Pricing for Start-ups, New Products and Innovations”
When: April 20th, 630PM – 9PM
Where: Orrick, Herrington & Sutcliffe LLP, 1100 Marsh Road, Menlo Park
Cost: No charge for SDForum members, $15 at the door for non-members
Pricing is hard, and most companies don’t spend much time thinking about it. Often, it’s decided late in the development cycle, tactically, and copied from competitors that we hope did their homework. Startups and companies with innovative new products may not have an existing competitor to copy the wrong answers from. Instead, they have an opportunity to define the right business model and pricing to tilt the marketplace in their favor.
Using some real-world examples plus an imaginary product, we’ll explore:
* how would customer value your product (or service)?
* what is the right pricing unit? (by the month, by the seat, by the download, stock trade, answer, GB of storage, movie, social connection…)
* will this support your business model?
* how will you keep making money over time?