Pricing Strategy -...
Transcript of Pricing Strategy -...
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Florian Garlet
Account Manager ISV, Amazon Web Services
Christian Wirth
Pricing Expert, Optimal Price
Pricing Strategy
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Cost-based Pricing
Price = COGS + Premium
Competitor-based Pricing
Price = Market Price –
Discount
Value-based Pricing
Price = What it’s worth to
Customer
Hypothesized Sources of Value for
Buyer at Auction
• “Value will rise over time”
• Aesthetics and enjoyment
• Addition to personal collection
• Perception of owner as an educated
person
Source: Pricing Your SaaS Product - Accion
5’ X 5’ Premier Canvas $200
Deluxe Oil Paints $150
Fine Brushes $100
Other Supplies $100
30 Hrs Labor ($100 / hr) $3,000
TOTAL COGS $3,550
+ 15% Markup $383
$3,933
Version Auction Sale Price
L 2011 $11.4 M
J 2006 $18.6 M
K 1997 $6.6 M
H 1997 $7.2 M
M 1997 $10.0 M
O 1997 $31.9 M O 2015 $179.4 M
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Pricing in a Context of ISV SaaS Journey
Source: EMEA AWS ISV Team
CUSTOMER
Expectations
PRODUCT
Design &
Packaging
SALES &
Distribution
P&L
Implications
PRICING
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Working Backwards from the Customer Customer
Source: Amazon
• Who is the customer?
• What is the customer problem or opportunity?
• Is the most important customer benefit clear?
• How do you know what customers need or want?
• What does the customer experience look like?
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Four Models for SaaS Transformation
new
SaaS / Perpetual
Model
SaaS
only
Introduction of a
new Product
Offer an
existing Product
new new
Product
Source: EMEA AWS ISV Team
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Revenue Streams along your SaaS Journey
Cloud only
Add-onsManaged
Hosting
Support of
Cloud Migration
Limited Feature
SaaS Offering
Software-as-a-Service
Linear SaaS Journey Hybrid SaaS Journey Stand-Alone SaaS
License Model
Source: EMEA AWS ISV Team
Product
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Sales and Distribution
• Hybrid cloud journey
• The structure of the sales organization
• Channels
• Sales compensation with a SaaS product
• Sales training appropriate for SaaS products
Sales
Source: Forrester, The ISV Business Case For Building SaaS
on Amazon Web Services (AWS), August 2016
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
ISV Revenue Streams
19% 17%
36%45%
45%38%
2014 2016
• Licensing
• Subscription (per Unit | Payment Type)
• Maintenance
• Support
• Managed Services
• ad-based Revenue
• Consulting
• …
Source: Forrester, The ISV Business Case For Building SaaS
on Amazon Web Services (AWS), August 2016
On-Premise
SaaS
P&L
Other
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
How much time does an
average SaaS company spend
on pricing?
Source: Price Intelligently - Why You Should Change Your
SaaS Pricing Every 6 Months
6 hours.
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Christian Wirth
Pricing Expert, Optimal Price
SaaS Pricing in 6 Steps
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Price is King!
Profit+ 20 %
Optimized Price
of your SaaS
101.00 €
Original Priceof your SaaS
100.00 €
Costs95.00 €
Profit 6.00 €
Costs95.00 €
Profit 5.00 €
Example without quantity effects
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Intro
Optimal Price helps you to unlock the potentials of your SaaS
prices.
We show you how to win new customers and how to maximize
your profit with a smart SaaS pricing.
Optimal Price does not focus on the price point only. We have a
much broader view on pricing.
We design individual pricing models with a customer-centric and
agile method: The Pricing Canvas.
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
32 years
Customer Segments - Personas and Needs
Personas Needs
1
Gains
Jobs
Pains
accounting
structured
time tracking
42 years
boss
chaotic
36 years
marketing director
Tim
Mike
Laura
work withExcel
happiness
busy
mistakes
double work
efficiency, lower costs
competence
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Value Proposition - Basis for Pricing 2
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Value Proposition - Price Objects
product
product versions
sub-products
options
accessories
services
extra charges
hotel accommodation
deluxe
breakfast
half-board
wellness
laundry
late check-out
CRM Solution
Salesforce Lightning
contact management
support module
sales analytics
advisory services
premier services
iPhone
8 plus
notes app
storage capacity
protective cover
technical support
express delivery
2
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Costs and Competition
The customer needs and the willingness to pay of the
customers are the drivers for a successful pricing.
Costs and competition are ‘only’ limits.
3 4
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Pricing Strategy - Pricing Goals
Financial Goals
Turnover
Profit
Costs
Liquidity
...
Other Goals
Capacity
Reduction of Storage
Risk Aversion
...
Market Goals
Sales Volume
Market Share
Differentiation
Positioning
...
Customer Goals
Acquisition
Loyalty
Positioning
Usage
...
5
Business
Goals
Marketing
Goals
Pricing
Goals
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Pricing Strategy - Positioning
perc
eiv
ed
rela
tive
valu
e/b
enefit
high
middle
low
low middle high
perceived relative price
Middle Price
Position
High Price Position
Advantage
Position
Overreaching
Position
Low Price Position
5
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Pricing Strategy - Differentiation
Sales volume
Segm
ent D
Segm
ent E
Segm
ent F
Price
Segm
ent B
Segm
ent A
Segm
ent C
More clients!
More profit!
5
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Pricing Strategy - Differentiation
5,19 € 3,69 € 2,21 € 0,96 €
Price for 1 Liter
5
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Pricing Strategy - Differentiation
• user / active user
• features
• customer segments
• contract duration
• billing cycles
• and many more
5
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Pricing Strategy - Bundling
• reduce complexity
• segment the market
• package complementary
products
• support weak products
• stimulate new needs
• generate price emotions
5
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Pricing Strategy - Psychological Price Levers
• anchoring
• compromise effect
• non-linear pricing
• visual appearance
• priming
• social proof
• try before buy prices
5
Our pricing plans are tailored for your specific needs...
most popular
Basic Plus Pro Ultra
Free Trial Free Trial Free Trial Free Trial
100 $ / month 190 $ / month 280 $ / month ...
▽ A
▽ B
▽ C
▽ A
▽ B
▽ C
▽ D
▽ A
▽ B
▽ C
▽ D
▽ E
▽ A
▽ B
▽ C
▽ D
▽ E
▽ ...
▽ ...
Sign up Sign up Sign up Sign up
Testimonial
Need Help?
Chat with us!
Fair and Fexible Pricing!
Contact +49 89 77 77 xxx
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Price Objects
Price Metrics
Price Levers
Price Points
software, options, ...
user-based, volume-based, …
99.- , 1’900.- , …
anchoring, non-linear pricing, …
Price Model
Price Validation analysis, real-time, …
6
scenario A, B, C …
Price Model - Components
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Price Objects
Price Points
Price Model
Price Validation
Unbundled Bundled (One, Multi) Hybrid
Product Product Version Sub-product Option Accessory Service Extra Charge ...
▼
All-Inclusive (Flat Rate) Individual Prices
In-/Output-Based ...
Uncapped Capped
Single-Element Multi-Element
Volume-Based User-Based Feature-Based Segment-Based Time-Based Location-Based
Linear Exponential Regressive
▼
Fix Dynamic Personal
Low Price Level Middle Price Levle High Price Level Advantange / Overeraching
Bonus
Skimming Penetration
▼
Price Levers
Optic Barriers Mix Anchoring Compromise Non-linear Decoy Effect Try-onPrice Quality
InferenceComplication Discounts
Presentation of
BenefitFears of Loss
Cognitive
DissonancePriming Allegations
Portfolio MixContrast
PrinicipleShortage Structure Shift
CommitmentSocial Proof Authority Believe in Experts Sympathy Reciprocity Consistency
▲
Analyses: Cost, Competition, Sales ... Interviews: Clients, Experts, Nework ... Market Research: Conjoint, Westendorp ... Realt-Time
Single-Level Multi-Level (Adaptive Flat)
Price Metrics
Scenario A Scenario B Scenario C Scenanrio ...
▼
Lock-in Effects Ritualisation Phonetic ... ... ...Up-Selling Cross-Selling
Price Model - Optimal Price Matrix6
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Summary
• The Pricing Canvas is an effective tool for your SaaS
pricing.
• A deep understanding of your customers and your value
proposition is key.
• Price positioning, differentiation, bundling and price levers
are powerful tools.
• You can maximize your profit with a smart combination of
price objects, price metrics, price points and psychological
price levers.
• Price is King!
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Thank you!
Summary
And.....one more thing!
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Mini Pricing Academy coming this summer
More pricing content is coming in a summer webcast series that will
dive deep into:
1. Data driven pricing strategy
2. SaaS metrics
3. Value based pricing
Delivered by Patrick Campbell, CEO of ProfitWell, this series is based
on data from over 8000 recurring revenue businesses.
Mark your interest on the event questionnaire!