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Pricing strategy can change as you move across Geoffrey Moore’s technology adoption cycle (see B2B Pricing Black Magic). As you move from Early Adopters to Bowling Alley to Tornado you may want to change your pricing strategy at each phase.
Companies buy for different reasons at each phase and pricing strategy needs to reflect this. Innovators are looking at things because they are cool. They are not real buyers. They are important, as Early Adopters tend to follow innovators and are influenced by them.
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MORE IDEAS ON THIS
The hardest part of startups is making choices. Not decisions but choices. A choice is a decision between alternatives, whereby deciding to do one thing you are also deciding not to do another. Pricing strategy selection is a choice. Or at least it should be.
Compared to the other work you ...
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Grow: Setting a low price, leaving most of the value in the hands of your customers, shutting off margin from your competitors.
Skim: Initially setting a relatively high price to reinforce your value and capture the profit you need to invest in more innovat...
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The Follow strategy needs a bit more explanation. This used to mean finding a dominant competitor and setting prices at a premium or discount to their price (in practice usually the latter).
In some industries, there is a dominant input that has a big impact on value propositions.
In...
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Early Adopters buy because the solution gives them a competitive advantage. They expect to pay a premium and are not persuaded by discounts. In the Bowling Alley, people are buying because their peers are buying. This is a critical phase as it is when the market gets framed and anchor prices are ...
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"Yeah, I'm a thrill seeker, but crikey, education's the most important thing. " ~ Steve Irwin
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Level 1: Pay As You Grow
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Listeners cycle in and out of attentiveness--mostly out. Twenty percent of your audience will be spaced out at any given time.
So when you begin, establish your themes, and as you move through each section remind them where they are on the journey. When you get to the end, repeat you...
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