Sep 21, 2020
Dave Daniels is a technology veteran with a passion for product marketing and product management.
He is a founder of Launch Clinic, which was acquired by Pragmatic Institute (formerly Pragmatic Marketing). He is also a Pragmatic Institute certified instructor, strategist, problem solver, mentor, speaker, entrepreneur, and traveler.
In this episode, Dave talks about a product launch framework that incorporates crucial components such as customers, segments, competitors, and positioning necessary to build a pricing roadmap that targets your company’s objective.
Why you have to check out today’s podcast:
“Always assume that your customers are willing to pay a higher price than you think that they do. Because you often look through your own lens of what you would be willing to pay, not what the market would be willing to pay. You can always go down, it’s hard to go up.“
– Dave Daniels
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01:34 – How did Dave get involved with Pricing
03:23 – Talking about his aha moment in Pricing – the notion of ‘which one’ or ‘will I’
05:03 – How does a product launch framework look like
06:39 – The fact about not many companies consider about Pricing in the planning stage
08:09 – What happens when the product launch plan is not well-thought-out and well-developed
09:31 – The difference between a launch and a release
11:11 – How should we go about as we launch prices
12:19 – The scary thing about increasing your prices
13:42 – What are the two phases of the product launch framework
15:29 – Doing a price increase better by using Dave’s price launch framework
16:43 – Components of the price launch framework that you need to look into
19:05 – On being straightforward in raising your price
20:53 – What’s the best thing about having a pricing framework
22:38 – Dave’s thoughts on pricing roadmaps
“It’s not how much it cost us to build it and then price it. It was like how much do people willing to pay?” – Dave Daniels
“It always came up as a big issue around launch a lot, mostly because in the launch planning process, it starts and everybody starts thinking about all the tactics, the promotional stuff. And then they forget about these important little business details like how are we going to price the product, what’s our pricing strategy, how are we going to price in this market versus that market?” – Dave Daniels
“At any time prices are increased, somebody somewhere is going to be upset, their feathers are going to be ruffled. That’s to be expected, and you should put that into your calculus, that it is possible.” – Dave Daniels
“Frameworks provide structure and direction. And they’re designed to integrate with other frameworks.” – Dave Daniels
“Don’t be afraid to charge a higher price because you’ll be surprised at how many people will actually pay for it.” – Dave Daniels
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