For customers, prices are an important purchasing decision factor. For providers, they have a significant impact on revenue. However, many startups lack the specialized knowledge for successful pricing. They often experience pricing as a dilemma. They fear giving away profits if prices are too low, and discouraging customers from buying if prices are too high. Furthermore, startups often find it difficult to quantify the value of their innovative offerings. Startups have little experience, and a direct comparison with competitors is often impossible.
In the tutorial, pricing expert Christian Wirth uses practical examples to address the following questions, among others:
- Why is describing the value proposition so important in value-based pricing and what is the best way to do it?
- How can price differentiation be used to increase customers' willingness to pay while simultaneously opening up new customer segments?
- Why is the price metric so central to value-based pricing and what criteria should be considered when selecting it?
This tutorial takes an in-depth look at pricing for Software as a Service (SaaS) solutions. However, the methods, strategies, and best practice examples presented can also be applied to all other types of products and services.
