Pricing

Establish a pricing model, schedules, guidelines and procedures. 

The Price is Right! Take Price

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Tools & Templates
Note: Tools & Templates are accessible by course completion. 
You will not be able to access templates that you haven't taken the course for.
Value Matrix Worksheet Use this worksheet to determine the value of your product in comparison to competition. The attached worksheet is available as a word document and an excel file.
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PAC Discussions
Show and Tell: Pricing In this Show and Tell thread members share their various pricing activities.
Ask me Anything with Jonathan Lucky What causes a lower pricing model to work or fail? Jonathan answers that in this AMA.
How to best transition from - Execution based pricing to Subscriber based pricing In this thread a members shares what is most important to explore when transitioning their pricing model.
  How to position going from "free" to paid upgrades? PAC members explore how to structure removing "free" upgrades for their clients.
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Articles, Blogs & Reports
A quick guide to value-based pricing Article: Are you pricing your product effectively? The secret lies in effective customer segmentation. Here's one way Adobe does it - offering lower prices to educators and students who register for their products using a .edu email address.
  Scenario Solutions: When you are trying to decide whether to change the price of your product or feature? Blog Series: Understanding willingness to pay and how to meet the needs of your market isn’t easy, but luckily we have some support to help you along the way.
  Identifying Ethical Practices in Pricing Article: How aware are you of ethical pricing tactics and strategies?
  Pricing Is... eBook: Consult this resource when looking to hone in on the nuances of pricing and the importance of understanding its function.
  Why the Product Team Must Own Pricing Article: Look to this article that breakdowns how questions surrounding pricing should be viewed internally and why it is the Product Team who ultimately should be in-charge of this. 

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Videos, Webinar & Podcasts
Surprise Pop-Up Pricing Panel Webinar: Here pricing leaders offer insights into the latest pricing trends, strategies, and best practices that drive business growth. We cover topics like value-based pricing, competitor analysis, analytics-driven tactics, aligning pricing to customer willingness to pay and beyond.
The Art of Product Pricing: What Most Companies Get Wrong and How to Do it Right Webinar: In this conversation Jan Pasternak, Head of Pricing at Zoom joins us to talk how to turn pricing into a strategic weapon that drives business forward. Jan shares thoughts on the importance of creating a pricing strategy, how to align them with company goals and how to build pricing and monetization organizations from scratch using data-driven methods.
Tested Strategies for Raising Prices and Increasing Revenue for Products Podcast: In this episode of Pragmatic Live, host Rebecca Kalogeris, Vice President of Product at Pragmatic Institute, interviews Dr. Mark Stiving, Chief Pricing Officer for Impact Pricing, who shares six ways to raise product prices effectively.  
Impact Pricing With Dr. Mark Stiving Bookclub: In this live peer discussion pricing expert Mark Stiving dives into topics on how to break down critical pricing concepts, understanding when to integrate proven pricing strategies and where to dissect your segmentation so you can keep customers while gaining new ones.
Pricing Isn't The Reason You Lost Podcast: On this episode, Spencer Dent, Co-Founder of Clozd talks how pricing models can affect customer's value perceptions, why transparency pricing can help win more buyers and why the concept “people buy, not companies” should inform selling strategies.
Pricing Case Study Series: When Will You Unsubscribe to Netflix? Podcast: On this episode, Dr. Mark Stiving discusses streaming wars and subscription-model pricing, the risk of offering ad-supported "cheaper" versions and why “good, better, best” options work so well within subscription services.
Pricing Case Study Series: Shrinkflation and Why You’re Getting Less but Paying More Podcast: On this episode, Dr. Mark Stiving discusses the concept of shrinkflation and how to know when it's the right time to increase prices or decrease costs.
Pricing Case Study Series: The Housing Market Teaches Why Cost Plus Pricing is a Bad Idea Podcast: On this episode, Dr. Mark Stiving discusses housing market trends, the elements behind housing buying behavior and how we can apply lessons learning to B2B and SaaS.
Pricing Case Study: Why Disney Should Charge MORE for Their $6,000 Hotel Room Podcast: On this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Mark Stiving discuss the immersive Star Wars experience and why it comes at a premium price.

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