The Artful Science of PricingShawni Beaulieu April 16, 2018
Does pricing ever feel like the never-ending pursuit of unattainable perfection?
Mature companies have pricing teams supported by proven pricing tools and techniques and accredited pricing analysts. Early stage companies rely on various methods ranging from a shot on the dark to A/B testing to “don’t break what’s working.” For any given business model, pricing is at the intersection of product profitability and market penetration, and finding the right “x” requires thoughtful planning and analysis, deliberate execution, and meaningful measurement and evaluation.
This presentation focuses on how startups can develop an approach to pricing that fits their business model and stage. The session includes overviews and practical discussions of pricing strategies (price vs quality), pricing relationship to VEGaS™ stages (Validation, Enter, Grow and Scale), pricing-market fit for various business models, and freemium vs free trial.
“Frank Erschen is a well-known coach/mentor who helps entrepreneurs develop and continuously improve their communications to potential investors, partners, and buyers. He has combined his learnings as an entrepreneur/operator with his experience as an angel investor and member of an institutional investment committee with his past corporate roles as a partner and seller/buyer of solutions to develop The Artful Science of Pitching™ and The Artful Science of Pricing™, among other offerings.
Frank is a frequent guest of Venn and has worked with over 100 companies in Atlantic Canada, and more than 1000 companies from Canada, US, Caribbean, India, China, and Brazil.”