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Growth strategies and
Product pricing
Dr. Pavan Soni
Innovation Evangelist and Founder
Inflexion Point Consulting
Innovati...
Presentation overview
• Strategic choices
• Segmentation, Targeting, and Positioning
• Entry and imitation barriers
• Pric...
The big
question
6/30/2017
Pavan Soni | www.PavanSoni.com | 3
Do they all
make the
same profits?
4
Your pricing is
subjected to
where to are
positioned!
How do these brands differentiate?
Product strategy
Product
features
Product-
market fit
Pricing
and Value
6/30/2017 Pavan Soni | www.PavanSoni.com | 7
 Seg...
Sources of
value, pricing
and costs
Chose where you derive your value
from and the cost and pricing
targets
Competitive
Positioning:
Why you
can’t be
everything?
Source: Porter (1980)
The playing field
2 1
3 4
10
ENTRY
BARRIER
EXIT
BARRIER
HIGH
LOW
HIGH LOW
 Property rights (patents,
trademarks, etc.)
 ...
Discovery- The problem or the opportunity
www.PavanSoni.com 11
Pre-purchase Purchase Usage Repurchase
Value for money
Risk...
Maruti Suzuki value chain
6/30/2017 Pavan Soni | www.PavanSoni.com | 12
Discovery: Look at the non-customers
13
Soon to be non-
customers
Refusing non-customers Unexplored non-
customers
Discovery: Designing for the ‘extreme users’
14
Denmark based Arla Foods
develops milk products for NASA
Movies with sub-t...
Advent of two
sided markets
15
Positive externality
Negative externality
Buyers Sellers
Free
Paid
Free
Paid
Free
Free
Paid...
What pricing model suits you the best?
16
1. Subscriptions
2. Usage
3. Asset Sale
4. Leasing
5. Licensing
6. Advertising
7...
Key takeaways
• On Growth Strategy
• What’s your ‘Big Question’?
• Start with the industry analysis (Porter’s Five Forces ...
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Growth strategies and product pricing

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On Growth Strategy
What’s your ‘Big Question’?
Start with the industry analysis (Porter’s Five Forces Model)
Product, Pricing, and Market fit
Clear positioning is the imperative
Erect entry and imitation barriers
Look at the entire value chain
Look at non-customers
Look at extreme users
On pricing
Become a marketplace
Explore levers of pricing

Veröffentlicht in: Business
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Growth strategies and product pricing

  1. 1. Growth strategies and Product pricing Dr. Pavan Soni Innovation Evangelist and Founder Inflexion Point Consulting Innovation.evangelist@gmail.com www.pavansoni.com
  2. 2. Presentation overview • Strategic choices • Segmentation, Targeting, and Positioning • Entry and imitation barriers • Pricing choices
  3. 3. The big question 6/30/2017 Pavan Soni | www.PavanSoni.com | 3
  4. 4. Do they all make the same profits? 4
  5. 5. Your pricing is subjected to where to are positioned!
  6. 6. How do these brands differentiate?
  7. 7. Product strategy Product features Product- market fit Pricing and Value 6/30/2017 Pavan Soni | www.PavanSoni.com | 7  Segmentation  Targeting  Positioning  Cost  Price  Value  Revenue models  Pricing strategies  Specs
  8. 8. Sources of value, pricing and costs Chose where you derive your value from and the cost and pricing targets
  9. 9. Competitive Positioning: Why you can’t be everything? Source: Porter (1980)
  10. 10. The playing field 2 1 3 4 10 ENTRY BARRIER EXIT BARRIER HIGH LOW HIGH LOW  Property rights (patents, trademarks, etc.)  Being a moving target  Saturating the niche  Economies of scale and scope  Capturing opportunities  Branding
  11. 11. Discovery- The problem or the opportunity www.PavanSoni.com 11 Pre-purchase Purchase Usage Repurchase Value for money Risk reduction Convenience
  12. 12. Maruti Suzuki value chain 6/30/2017 Pavan Soni | www.PavanSoni.com | 12
  13. 13. Discovery: Look at the non-customers 13 Soon to be non- customers Refusing non-customers Unexplored non- customers
  14. 14. Discovery: Designing for the ‘extreme users’ 14 Denmark based Arla Foods develops milk products for NASA Movies with sub-titles were meant for hearing impaired Volvo buses were designed to get wheelchairs inside
  15. 15. Advent of two sided markets 15 Positive externality Negative externality Buyers Sellers Free Paid Free Paid Free Free Paid Paid
  16. 16. What pricing model suits you the best? 16 1. Subscriptions 2. Usage 3. Asset Sale 4. Leasing 5. Licensing 6. Advertising 7. Broker 8. Freemium 9. Affiliate 10. Razor Blade 11. Open Source 12. Surge pricing 13. Predatory 14. Per Module
  17. 17. Key takeaways • On Growth Strategy • What’s your ‘Big Question’? • Start with the industry analysis (Porter’s Five Forces Model) • Product, Pricing, and Market fit • Clear positioning is the imperative • Erect entry and imitation barriers • Look at the entire value chain • Look at non-customers • Look at extreme users • On pricing • Become a marketplace • Explore levers of pricing 17

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