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Value innovation and pricing meet up introduction on slideshare

Value Innovation and Pricing Vancouver meets four times a year in Vancouver to share experiences around innovation, design and pricing.

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Value innovation and pricing meet up introduction on slideshare

  1. 1. 1 I Ibbaka © 2019 VALUE INNOVATION AND PRICING VANCOUVER - MEET UP Meetup 1: Value and Pricing Along the Customer Journey At VentureLabskaren@ibbaka.com steven@ibbaka.com January 17, 2019
  2. 2. 2 I Ibbaka © 2019 ABOUT US Mind mapping your career goals can give a lot of insights into the direction you want to take with your life. Karen and Steven are share goals around building communities, creating wealth and investing in innovation. Mind mapping career goals gives the insights needed for real collaboration
  3. 3. 3 I Ibbaka © 2019 ➔ Creating value is core to many roles ➔ Pricing is critical to sustainable value innovation ➔ The value lens helps to you to make many design, marketing and investment decisions Learn more about Value Innovation and Pricing Vancouver WHY HAVE THIS MEETUP?
  4. 4. 4 I Ibbaka © 2019 ➔ Build community ➔ Share knowledge ➔ Create opportunities OUR GOALS
  5. 5. 5 I Ibbaka © 2019 SPONSOR SFU VENTURELABS
  6. 6. 6 I Ibbaka © 2019 SPONSOR IBBAKA Ibbaka Ibbaka Blog
  7. 7. 7 I Ibbaka © 2019 SPONSOR IBBAKA
  8. 8. 8 I Ibbaka © 2019 SPONSOR TEAMFIT TeamFit TeamFit Blog
  9. 9. 9 I Ibbaka © 2019 SPONSOR TEAMFIT Understand current and future skills Map competencies to learning
  10. 10. 10 I Ibbaka © 2019 • What roles do you play? • What context do you work in? • Why are you here? ➔ Please spend a few minutes getting to know the person next to you GETTING TO KNOW EACH OTHER
  11. 11. 11 I Ibbaka © 2019 CUSTOMER JOURNEY MAPS WHAT DO WE MEAN BY WALUE? Alan Albert helps companies go deep on how customers understand value and then to connect this to product innovation and pricing.
  12. 12. 12 I Ibbaka © 2019 • A core tool for service design • A way to map all of the touchpoints with a customer from first awareness to after they have stopped engaging • Often look in two directions – at the person receiving or using a product or service and at the person providing the product or service • Generally focus on the emotional response CUSTOMER JOURNEY MAPS
  13. 13. 13 I Ibbaka © 2019 CUSTOMER JOURNEY MAPS Journey map is a visualization of an experience of a person over time Journey map as a “border object” Assumptions vs. Research Often combined with: - Service blueprint - Stakeholder map - Value network map
  14. 14. 14 I Ibbaka © 2019 ➔ Who is using customer journey maps? ➔ What are some innovative ways they could be used? ➔ Has anyone used them to understand value communication or pricing? ➔ it’s not about tools WHAT IS THE GROUP’S EXPERIENCE
  15. 15. 15 I Ibbaka © 2019 • When is value understood? • When does value resonate? • When is value delivered? • When is price communicated? • When is price claimed? Understanding customer journey mapping and pricing LAYERING IN VALUE AND PRICING
  16. 16. 16 I Ibbaka © 2019 ➔ Value to Customer and Customer Lifetime Value can be laid along the customer journey ➔ What happens when V2C < LTV? VALUE TO CUSTOMER (V2C) AND CUSTOMER LIFETIME VALUE (LTV)
  17. 17. 17 I Ibbaka © 2019 1. Split up into groups of five – seven (Three groups can use meeting rooms) 2. Use the paper and pens available 3. Sketch the customer journey for ➔ how you interact with your organization See if you can find an insight BREAKOUT SESSIONS (20 Minutes)
  18. 18. 18 I Ibbaka © 2019 ➔ how you interact with your organization 1. What are the touchpoints over the lifetime? 2. Is there an emotional up and down? 3. How do you create value for your organization? 4. How does your organization create value for you? 5. Is the value exchange fair? BREAKOUT SESSIONS (20 Minutes)
  19. 19. 19 I Ibbaka © 2019 ➔ Share your insight ➔ How can we make this an effective group? ➔ What other topics would people like to cover? (plan to do two or three more sessions this year) Suggestions include Case studies Work through a member’s pricing challenge together Ways to test pricing … SUMMARY
  20. 20. 20 Pricing consultancy and technology company built by experienced entrepreneurs We understand innovation because we live it Our passion is improving product launch and in market success through better strategic pricing and execution Understand the larger picture of segmentation, targeting, value modeling, value propositions and pricing architecture Twitter LinkedInWebsite Steven Forth Managing Partner steven@ibbaka.com +1 604 763 7397 Karen Chiang Managing Partner karen@ibbaka.com +1 778 628 4085 Rashaqa Rahman Consultant rashaqa@ibbaka.com