Our process
We’ve created a “value-focused” innovation and monetization process that not only helps you develop the products that people will actually buy but also align your product, offer, pricing, and cost structures with the true dynamics of your buyers, users, and market. In the core of our process is our focus to make your pricing work both for you and your buyers so that they pay as they continue to benefit from your offerings and they pay more as they benefit more.
Product structure:
Value modeling and value mapping
We begin every engagement by building the value model of your offering and the value map of your space. Together, the value model and the value map quantify your pricing opportunity, determine your competitive pricing position, and translate buyers' jobs-to-be-done into segmented product, service, features, and functionality.
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Offer structure:
Value stack analysis and optimization
We then [re]configure your product and offer structures to align them with your buyers' benefits and willingness-to-pay. The value stack analysis optimizes your segmentation so that you acquire, monetize, and mobilize buyers throughout their lifetime.
Pricing structure:
Value metric optimization, testing, and validation
A good pricing structure is one that easily communicates the value of each option and one that makes it easy for buyers to mobilize to higher value as their benefits and usage grow. We design alternative pricing plans to identify the optimal metrics, caps, fences, and triggers to mobilize your buyers through their lifetime and validate your pricing plan with quantitative field testing.
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Cost structure:
Financial modeling & ecosystem alignment
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Finally, we help you to align your product, marketing, and sales operations with your new pricing and support your implementation of the new pricing plan. We financially model your short-to-mid term growth projections, establish new growth metrics, and the cost structure to support that growth, across all channels.