Pricing is not about "prices."
Businesses generate their revenue by executing the following three activities:
Value creation: designing and developing the offerings for which the customers will pay to acquire
Value communication: informing the market and the prospective buyers/users about your offerings
Value realization: completing purchase transactions, delivery, deployment
Pricing defines how value exchanges hands between the business and its buyers, therefore, it's much more than just a point.
A good pricing plan has three components:
The pricing structure
The pricing model
The pricing window
We'll dive into each one of these components next week!