Precificacao_LARISSA_WordCampPOA2019

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Larissa Sielichoff

Palestra "Precificação de Negócios Digitais" realizada no WordCampPOA 2019, dia 15/06/2019.

Business

PRECIFICAÇÃO
NEGÓCIOS DIGITAIS
Larissa Sielichoff

Larissa Sielichoff
Mestre em administração, atua como CFO na empresa SKA, e
também como mentora e consultora de Inteligência em
Precificação com foco em negócios digitais. Tem mais de 10 anos
de atuação em estratégia e viabilidade de negócios na área de
tecnologia. Desenvolveu uma metodologia de Estratégia de
Precificação como resultado de sua pesquisa de Mestrado — Why
Pricing Matters. Aplica seu método em startups e empresas na
área de negócios digitais.

Quanto tempo em média as empresas
gastam na etapa de precificação?

DADOS SOBRE PRECIFICAÇÃO
Tempo gasto
com Preço
Fortune 500
possuem setor
com foco em Preço
Universidades
Negócios
ensinam
Precificação
Pesquisas de
Mercado são
sobre Preço

Conteúdo
Sobre o que vamos falar hoje?
Tipos
Estratégia
Precificação
WTP DicasConceito
Precificação

TIPOS ESTRATÉGIA PRECIFICAÇÃO
COST-
BASED
COMPETITION
-BASED
VALUE-
BASED

VANTAGENS
Simplicidade
Segurança
DESVANTAGENS
O cliente não se
importa com o
seu custo.
COST-BASED

VANTAGENS
Simplicidade
Aderência
DESVANTAGENS
Não é a sua
estratégia, mas
da concorrência.
COMPETITION-BASED

VANTAGENS
Foco na entrega de valor
Fidelização
DESVANTAGENS
Você precisa
conversar sempre
com o seu cliente!
VALUE-BASED

Como medir WTP?
Descobrir
Personas
PESQUISA
CLIENTES

Inglês famoso.
Rico.
70 anos.
Casado.
2 filhos.
Mora em um
castelo.

PESQUISA EXTENSA MERCADO DAS FEATURES COM CADA PERSONA

Como NÃO perguntar
Você compraria esse produto?
Você utilizaria essa funcionalidade?
Se esse produto existisse, você...?

Precisamos criar a sensação
de escassez.
MAXDIFF + Price Sensitivity Meter [PSM]

MAXDIFF
Funcionalidade 1
Funcionalidade 2
Funcionalidade 3

Funcionalidade 1
Price Sensitivity Meter [PSM]

Funcionalidade 1
Price Sensitivity Meter [PSM]
Preço
$ LIMITE SUPERIOR DE PREÇO (PME)
$ PREÇO ÓTIMO (OPP)
$ PREÇO INDIFERENTE (IPP)
$ LIMITE INFERIOR DE PREÇO (PMC)

Funcionalidade 1
A que preço você consideraria o produto
tão caro que você não compraria?
A que preço o produto seria tão barato que
você o consideraria de baixa qualidade?
(Muito caro)
(Muito barato)

Funcionalidade 1
A que preço você consideraria o produto
caro, não o desconsideraria, mas teria
que pensar mais?
A que preço o produto seria um ótimo
negócio?

Funcionalidade WTP Relevância
Integração com outros aplicativos $ %
Armazenamento $ %
Exportação Relatórios $ %
Edição offline $ %
Dashboard $ %

Relevância
Disposição pagar (WTP)
CORE
FEATURES
FEATURES
DIFERENCIAÇÃO
ADD-ON
TRASH LAND
+-
-
+

Disposição pagar (WTP)
Qualidade Streaming
Usuários ilimitados
Conteúdo Offline
Disponibilidade
em múltiplas plataformas
Conteúdo ilimitado
Velocidade
Streaming
Relevância
CORE
FEATURES
FEATURES
DIFERENCIAÇÃO
ADD-ON
TRASH LAND

Disposição pagar (WTP)
Relevância
CORE
FEATURES
FEATURES
DIFERENCIAÇÃO
ADD-ON
TRASH LAND
Inmail
Cursos Online
Pesquisa avançada
Pesquisa ilimitada por pessoas
Quem visualizou o perfil

MUITO OBRIGADA!
TWITTER
@priceloop
INSTAGRAM
@priceloop
LINKEDIN
Larissa Sielichoff
www.larissasielichoff.com.br
lsielichoff@gmail.com

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Precificacao_LARISSA_WordCampPOA2019

1. PRECIFICAÇÃO NEGÓCIOS DIGITAIS Larissa Sielichoff

4. Larissa Sielichoff Mestre em administração, atua como CFO na empresa SKA, e também como mentora e consultora de Inteligência em Precificação com foco em negócios digitais. Tem mais de 10 anos de atuação em estratégia e viabilidade de negócios na área de tecnologia. Desenvolveu uma metodologia de Estratégia de Precificação como resultado de sua pesquisa de Mestrado — Why Pricing Matters. Aplica seu método em startups e empresas na área de negócios digitais.

5. Quanto tempo em média as empresas gastam na etapa de precificação?

6. DADOS SOBRE PRECIFICAÇÃO Tempo gasto com Preço Fortune 500 possuem setor com foco em Preço Universidades Negócios ensinam Precificação Pesquisas de Mercado são sobre Preço

7. Conteúdo Sobre o que vamos falar hoje? Tipos Estratégia Precificação WTP DicasConceito Precificação

8. PREÇO E A INDÚSTRIA TRADICIONAL

10. TIPOS ESTRATÉGIA PRECIFICAÇÃO COST- BASED COMPETITION -BASED VALUE- BASED

11. VANTAGENS Simplicidade Segurança DESVANTAGENS O cliente não se importa com o seu custo. COST-BASED

12. VANTAGENS Simplicidade Aderência DESVANTAGENS Não é a sua estratégia, mas da concorrência. COMPETITION-BASED

13. VANTAGENS Foco na entrega de valor Fidelização DESVANTAGENS Você precisa conversar sempre com o seu cliente! VALUE-BASED

14. WILLINGNESS TO PAY –

15. JOB-TO-BE-DONE

18. Como medir WTP? Descobrir Personas PESQUISA CLIENTES

20. Inglês famoso. Rico. 70 anos. Casado. 2 filhos. Mora em um castelo.

21. PESQUISA EXTENSA MERCADO DAS FEATURES COM CADA PERSONA

22. Pesquisa Clientes

24. Como NÃO perguntar Você compraria esse produto? Você utilizaria essa funcionalidade? Se esse produto existisse, você...?

25. Precisamos criar a sensação de escassez. MAXDIFF + Price Sensitivity Meter [PSM]

26. MAXDIFF Funcionalidade 1 Funcionalidade 2 Funcionalidade 3

27. Funcionalidade 1 Price Sensitivity Meter [PSM]

28. Funcionalidade 1 Price Sensitivity Meter [PSM] Preço $ LIMITE SUPERIOR DE PREÇO (PME) $ PREÇO ÓTIMO (OPP) $ PREÇO INDIFERENTE (IPP) $ LIMITE INFERIOR DE PREÇO (PMC)

29. Funcionalidade 1 A que preço você consideraria o produto tão caro que você não compraria? A que preço o produto seria tão barato que você o consideraria de baixa qualidade? (Muito caro) (Muito barato)

30. Funcionalidade 1 A que preço você consideraria o produto caro, não o desconsideraria, mas teria que pensar mais? A que preço o produto seria um ótimo negócio?

31. Funcionalidade WTP Relevância Integração com outros aplicativos $ % Armazenamento $ % Exportação Relatórios $ % Edição offline $ % Dashboard $ %

33. Relevância Disposição pagar (WTP) CORE FEATURES FEATURES DIFERENCIAÇÃO ADD-ON TRASH LAND +- - +

34. Disposição pagar (WTP) Qualidade Streaming Usuários ilimitados Conteúdo Offline Disponibilidade em múltiplas plataformas Conteúdo ilimitado Velocidade Streaming Relevância CORE FEATURES FEATURES DIFERENCIAÇÃO ADD-ON TRASH LAND

35. Disposição pagar (WTP) Relevância CORE FEATURES FEATURES DIFERENCIAÇÃO ADD-ON TRASH LAND Inmail Cursos Online Pesquisa avançada Pesquisa ilimitada por pessoas Quem visualizou o perfil

37. Tenha planos de preços por persona.

39. Tenha métricas claras de upsell.

43. Defina suas âncoras de preço.

46. Cuidado com o freemium.

48. Não tenha medo de mudar de estratégia.

50. Dúvidas?

51. MUITO OBRIGADA! TWITTER @priceloop INSTAGRAM @priceloop LINKEDIN Larissa Sielichoff www.larissasielichoff.com.br lsielichoff@gmail.com