SUS2019 YC创业课 如何定价
成本-价格-价值，应基于价值定价
价格需求曲线和10/5/20原则有一定启发，但价值不易确定，多次变动价格可能存在不良影响，有待确认

Acquisition : More Logins
Retention : Keep Customers
Monetization : More $/Customer

The pricing thermometer
Value
　|
　|value based pricing
　|Incentive to Buy
　|
Price
　|
　|cost plus
　|Incentive to Sell
　|
Cost

You should strive for value-based pricing.

Four different types of mistakes
Prices are too low
Focus on wrong customers
Underestimate costs
Don't understand your value

Sales_and_Profits.png

Empirical studies indicate that demand does not begin to accelerate until the first 2% to 5% of potential buyers adopt the product.

The customers in the first two stages, the ones that you're going after, they don't look like mainstream customers that you find in growth and maturity stages.

Those are early adopters. Those are people who care about benefits above all else. That the highest value to them is beating their competition, doing something much better and taking a chance that something new will give them that edge over anybody else. Those early adopters therefore are not price sensitive.

Why is pricing innovation hard?
• Innovation requires users to change patterns
• Avg user lacks knowledge and trust to make that change
• Early adopters place highest value on potential benefits

Demand_Yield_Curve.png

The demand yield curve
Basically what is the perfect balance between how much I charge and how much sales volume I get?

Try different prices and then see what the effect is.

$1B FORMULA
$PRICE X #CUSTOMERS = $100M
$100 X 1M CONSUMER
$1K X 100K SMB
$10K X 10K SMB
$100K X 1K ENTERPRISE

They're on the struggle bus and it tends to be SMB. These are people who treat their money like consumers, but they look like they might be an enterprise.

10/5/20 RULE
Value = 10X Price
Raise price 5%
Until 20% Push Back