whats in a price

2020-02-27 355浏览

1.What's in a Price? How to price your products and services
2.My name is Michael Herold. Please tweet me @mherold or say hello@michaeljherold.com.
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4.We help creatives do their best work.
5.We are hiring.
6.Questions? Tweet @mherold during the talk.
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13.We were launching a new product ...
14.and planning to price it at $99/month.
15.I asked, "How did we decide on that price?"
16.Can you guess what the answer was?
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19.What is missing from this picture?
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21.What if you ...
22.What if you have a side gig?
23.What if you are a solopreneur?
24.Pricing your ﬁrst product is ...
25.Pricing your ﬁrst product is scary.
26.Pricing your ﬁrst product is hard.
27.Pricing your ﬁrst product is full of angst.
28.It doesn't have to be.
29.How can we make it easier?
30.How can we go from ...
31.! How can we go from
32.! How can we go from to
33.! ☺ How can we go from to
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37.What's in a price?
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49.What does this graph mean for us?
50.Supply is largely controlled by us.
51.Demand is largely from the customer.
52.We need to ﬁgure out demand to understand how to price.
53.It's time for an abstraction.
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57.Economics is applied in many disciplines.
58.Economics is applied in ﬁnance.
59.Economics is applied in accounting.
60.Economics is applied in political science.
61.Economics is applied in neuroscience.
62.Economics is applied in market research.
63.Market research uses economic principles to build models for understanding customers.
64.Van Westendorp's Price Sensitivity Meter
65.The price sensitivity meter is ...
66.The price sensitivity meter is easy to use.
67.The price sensitivity meter is easy to understand.
68.The price sensitivity meter is lightweight.
69.The price sensitivity meter is based on surveys.
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71.Process
72.1. Decide on your pricing scale.
73.Aim for 25-40 steps.
74.Capture both impossibly high and impossibly low.
75.Pricing a granola bar Step 1 2 3 ... 20 Maximum $0.50 $1.00 $1.50 ... $10.00
76.2. Survey your audience.
77.Start with a detailed explanation of the product or service.
78.Start with a demonstration of the product or service.
79.Four questions
80.At what price do you begin to think the product is so inexpensive that you would question its quality?
81.At what price do you begin to think the product is a great deal for the money?
82.At what price do you begin to think the product is getting expensive, but you still might consider it?
83.At what price do you begin to think the product is too expensive to even consider?
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85.1. Too cheap 2. Cheap 3. Expensive 4. Too expensive
86.1. Too cheap 2. Cheap 3. Expensive 4. Too expensive
87.1. Too cheap 2. Cheap 3. Expensive 4. Too expensive
88.1. Too cheap 2. Cheap 3. Expensive 4. Too expensive
89.Ask the questions in both increasing and decreasing order.
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91.1. Too expensive 2. Expensive 3. Cheap 4. Too cheap
92.1. Too expensive 2. Expensive 3. Cheap 4. Too cheap
93.1. Too expensive 2. Expensive 3. Cheap 4. Too cheap
94.1. Too expensive 2. Expensive 3. Cheap 4. Too cheap
95.If you get impossible answers, correct them.
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97.Now it's time for some ...
98.Now it's time for some statistics.
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100.Cumulative distribution functions (CDFs)
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102.A function where the right-hand side is equal to the probability that a random variable is less than or equal to x.
103.A function where the right-hand side is equal to the probability that a random variable is less than or equal to x.
104.Respondent 1 2 3 ... Cheap $1.22 $9.99 $4.88 ...
105.cheap = [1.22, 9.99, 4.88, ...]
106.A function where the right-hand side is equal to the probability that a random variable is less than or equal to x.
107.A function where the right-hand side is equal to the probability that a random variable is less than or equal to x.
108.Step 1 2 3 ... 20 Maximum $0.50 $1.00 $1.50 ... $10.00
109.Step 1 2 3 ... 20 x $0.50 $1.00 $1.50 ... $10.00
110.cheap = [1.22, 9.99, 4.88, ...] scale = (0.5..10).step(0.5) #=> [0.5, 1.0, 1.5 ...]
111.A function where the right-hand side is equal to the probability that a random variable is less than or equal to x.
112.A function where the right-hand side is equal to the probability that a random variable is less than or equal to x.
113.cheap = [1.22, 9.99, 4.88, ...] scale = (0.5..10).step(0.5) #=> [0.5, 1.0, 1.5 ...] scale.map { x cdf(x,observations:cheap) }
114.cheap = [1.22, 9.99, 4.88, ...] scale = (0.5..10).step(0.5) #=> [0.5, 1.0, 1.5 ...] def cdf(x,observations:)'>observations:)