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Product Pricing Games. Ep II. Cases and Applications

Product Pricing Games. Part II. We take a deeper dive in how to think about product pricing with 4 examples. Pricing a digital insurance product, calculating the hourly rate for a strategy consultant, work the difference in perceived value between a AAA rated game and a hyper casual game on your mobile phone and the strategic weakness of a payment play. Why it will always be hard for a new entrant to make things work in their favor in the payment space. While episode one focused on context and frameworks, episode two (28 minutes and 20 seconds) is about cases and examples. The focus is on answering question we started our conversation with. What does it takes to be a price setter, rather than a price taker in a market. Like product GTM, product pricing is also a dynamic game. Not one and done. Great pricing is responsive to market dynamics and requires an appreciation for how the game is staged and how players and pieces engage and interact with each other. The challenge is that we don't teach pricing in an integrated or cohesive fashion because its part marketing, part finance, part product, part strategy and part game theory. We learn how to make it work in the trenches. 00:00 Intro 00:05 Case A – A digital insurance play 01:00 Product choices? 03:42 Product A 04:30 Pricing Product A 05:30 Pricing Product B 06:28 Playing the pricing board 07:31 Pricing outcomes 08:20 Comparative pricing 09:20 Elasticity at work 10:15 Winning the pricing game 10:40 Pricing models revisited 10:50 Cost plus 11:20 Calculating the consulting services base rate 12:30 The 3 Xs 13:10 Cost plus variations 13:50 The value model 15:30 The competitive model 16:16 Who do you want to be? 17:30 Making a AAA game 18:20 The Third space 19:35 Pricing a AAA game 21:00 A proof of life check 21:16 The payments space 22:32 Payments revisited 23:30 A compliance challenge 24:00 Becoming a price setter? 24:30 2 out of 3 25:00 4 worlds 26:00 Price setter examples 27:32 Creating magic Episode I here.    • Product Pricing Games. Episode One.   The original presentation is based on the new chapter on pricing and go to market in Craft, 2nd edition. Taught as part of the Tech Product Development Course Jawwad teaches at IBA, Karachi. Craft is scheduled for print in May 2025. Have a question, query or comment. Need clarification on a point, chart or graph? Engage and follow Jawwad Farid on LinkedIn.