Ideal Price is for all innovators struggling with how to set prices.
Any innovation team working on a specific business idea will benefit of the program through a mix of live online workshops, teamwork, supporting tools, and 1:1 expert coaching sessions.
We coach you through the key steps to design pricing that fits your innovation and goals by following a method developed over 5 years and 60 projects.
What are your goals?
What is your strategy?
What are your resources and contraints?
Who are your core prospects/customers?
What is the core offer?
What are customer’s Next Best Alternatives (NBAs)?
What is your value versus the NBAs?
What price architecture is optimal?
How can you collect evidence to validate your pricing decisions?
How will price KPI’s be tracked?
What pricing processes, roles, & org are need?
How to communicate value and prices, including in negotiation?
How will you manage prices in different channels?
Price Foundation: Getting Started
Who is it for: Business idea with soft validation, pilot or prototype MVP available More than 6 months from launch, with need for directional pricing (e.g. to include in investment pitch) The program will help you to: Focus on building out the elements of your solution with the most value: Spot customer value barriers early, and minimize them Talk confidently with investors about pricing Design initial/prototype pricing Program Scope: Ambition: Your starting point Review company strategy, goals, timelines & resources Capture initial pricing ideas Blueprint: Design your pricing architecture Design foundational pricing Design ideal offers for your ideal customers Identify customer next best alternative Duration: 3 weeks Learn More
Ready to Launch Prices
Who is it for: Less than 6 months from launch (or relaunch): detailed market-ready prices needed now Startups close to finish pilot/proof of concept stage & ready for scale-up The program will help you to: Design detailed pricing Communicate the key value drivers and minimize barriers Design different pricing schemes based on the customer’s price acceptance level and much more... Program Scope Ambition: Your starting point Review company strategy, goals, timelines & resources Capture initial pricing ideas Blueprint: Design your pricing architecture Design foundational pricing Design ideal offers for your ideal customers Identify customer next best alternative Check: Test your key hypotheses Identify key variables to be market checked Design ideal offers for your ideal customers Identify customer next best alternative Focus topics modules (pick 2): Market Priorities Price Research Negotiation Price & Value comms Channel pricing Duration: 7 weeks Learn More
Made for You: when you need a bit more support
Who is it for: Less than 6 months from launch, needing market ready prices with personalized expert support, e.g. due to complex business models such as disruptive innovation, 2 - side markets, platforms solutions, highly regulated markets The program will help you to: Spot customer value barriers early, and minimize them Talk confidently with investors about pricing Design initial/prototype pricing Design detailed pricing Communicate the key value drivers and minimize barriers Design different pricing schemes based on the customer’s price acceptance level and much more... Focus topics modules: Market Priorities Price Research Negotiation Price & Value comms Channel pricing Program Scope Ambition: Your starting point Review company strategy, goals, timelines & resources Capture initial pricing ideas Blueprint: Design your pricing architecture Design foundational pricing Design ideal offers for your ideal customers Identify customer next best alternative Check: Test your key hypotheses Identify key variables to be market checked Design ideal offers for your ideal customers Identify customer next best alternative Deploy: Get ready tp deploy your pricing Understand price deployment do’s & dont’s Duration: 10 weeks Learn More
Live weekly classes led by a pricing expert
To cover the pratical pricing concept modules
Practical worksheet templates you can use immediately
To structure and reveal the key factors that should drive your pricing
To address the more specific pricing challenges
Presentation materials
To support you along the way
One-on-One coaching sessions with a pricing expert
To review your specific context and needs, helping you through the tricky parts
B - Blueprint
Using the ‘Where to Play’ framework, this module helps you discover and prioritize the best market opportunities in 3 steps:
Identify market opportunities
Evaluate options by attractiveness based on value potential and challenge to capture
Prioritize markets into primary, backup and growth options and storage
Who is it for: Companies who are unsure if they are targeting the right opportunities or want to explore additional markets.
C - Check
Gathering evidence for your innovation’s value to target customers and price acceptance can save a lot of time and wasted effort. In this module we review practical ways to gather information, from simple interview guides to surprisingly powerful and cost effective conjoint studies.
Who is it for: For those who need to validate the assumptions and hypotheses that drove their pricing design.
C - Check
Many larger B2B offers will at some point be subject to negotiation on price. Here we’ll review some of the basics of price negotiation and share best practices to close deals.
Who is it for: For companies selling large, complex, configurable products and/or services where negotiation is likely to be a key part of the selling process.
D - Deploy
Behavioural economics is a relatively new field with deep insights in how to communicate value and price with the goal of raising a customer’s price acceptance.Applicable to B2B sales as well as B2C, we’ll review some of the top techniques that have proven to be effective.
Who is it for: B2C companies and B2B companies with non-negotiable prices who want to increase the price acceptance of their offers using behavioural psychology techniques.
D - Deploy
Selling through distributors, wholesalers or other channels adds another layer of complexity to pricing: in addition to understanding the end-customer’s value and price acceptance, it’s important to understand the channel partner’s value-add and pricing power, amongst others. In this module we review the key concepts and tools that get you on the way to consistent, effective channel pricing.
Who is it for: Companies who sell through channel partners and need to know how to price to them and align behaviours.