market value playbook by pricingwire - convert more prospects - keep more customers

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MARKET V ALUE PLAYBOOK | by PricingWire

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Proactively set your business apart and ahead of market alternatives.

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Page 1: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

MARKET VALUE PLAYBOOK | by PricingWire

Page 2: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

The business decisions you make NOW,

will determine the business questions and

challenges you face in the FUTURE.

Page 3: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

Market Value Playbook

Consisting of four core Value Pillars, with each pillar made up of three Value Blocks, we have developed a focused and effective methodology that will set your business both apart and ahead of market alternatives.

The Market Value Playbook is a focused approach to placing your business in the best position to discover, strengthen and fully leverage your value advantages and achieve your full market potential - everyday - every transaction.

Key Benefits

- Time Sensitive Approach

- Maximize Revenue Potential

- Shorten Your Sales Cycle

- Accelerate Growth & Traction

- Organization Clarity & Focus

- Proactive Market Awareness

- Grow Profits / Increase ROI

- Sustainable Value Advantages

- Increase Lifetime Value (CLV)

MARKET VALUE PLAYBOOK ™

Value Creation

Value Development

Value Validation

Value Discovery

Value Promise

Value Offering/Pricing

Value Communication

Value Advantages

Value Fulfillment

Value Execution

Value Delivery

Value Exchange

Value Relevance

Value R.O.I.

Value Innovation

Value Monitoring

Convert More Prospects Keep More Customers

Page 4: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

MARKET VALUE PLAYBOOK ™

Value Creation

Value Development

Value Validation

Value Promise

Value Offering/Pricing

Value Communication

Value Fulfillment

Value Execution

Value Delivery

Value Relevance

Value R.O.I.

Value Innovation

Value Discovery

Value Advantages

Value Exchange

Value Monitoring

CUSTOMER ACQUISITION CUSTOMER RETENTION

Page 5: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

Value Creation

Value creation is customer creation. Customers are willing to pay for what they value. The Value Creation pillar helps you proactively focus your efforts on creating products, services and solutions that align to real needs and wants in the marketplace.

Value Development Value Validation Value Discovery

APPROACH Talking to and knowing your customers, should be one of your competitive advantages. Does the value under development resonate and reflect the priorities, needs and wants of target customers? What is driving iterations and why?

APPROACH Sustaining market success requires a proactive approach to ensuring that real value is what is under development. How do you manage your Value Offering Roadmap? Are you best positioned to meet time to market targets, while maintaining quality and performance targets?

APPROACH We begin by understanding how your company recognizes value opportunities and sparks value innovation. How do you listen to, observe and engage the marketplace? How are ideas researched, evaluated and prioritized?

DELIVERABLES • Value Validation Scorecard

• Interview & Survey Insights

• Value Validation Action Plan

DELIVERABLES • Value Development Scorecard

• Value Offering Roadmap

• Value Development Action Plan

DELIVERABLES • Value Innovation Scorecard

• Interview & Survey Insights

• Value Discovery Action Plan

Page 6: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

Value Promise

Best position your offerings to create, recognize and capitalize on positive and profitable opportunities in each market you serve. Having a clear, factual understanding of your value advantages may be your most powerful asset when it comes to winning new business and retaining current customers.

Value Offering/Pricing Value Communication Value Advantages

APPROACH What are the most effective methods of communicating your value advantages and offerings (stressing the importance of consistent messaging across the organization)? How well is your current approach to value communication and messaging performing for your business?

APPROACH Understand how different customer and market segments value different offering combinations, bundles, channels, pricing structures, purchase processes, promotions and messaging. Reminder: Pricing touches every area of the organization; marketing, finance, sales and operations.

APPROACH How does your organization create value in a way no competitor does? How do your products, services and solutions set your company apart? Does each employee clearly understand their individual role in communicating and delivering this differentiation?

DELIVERABLES • Value Communication Scorecard

• Value Messaging Insights

• Value Communication Action Plan

DELIVERABLES • Value Offering/Pricing Scorecard

• Value Offering & Pricing Models

• Value Offering/Pricing Action Plan

DELIVERABLES • Value Advantages Scorecard

• Interview, Survey & Research Insights

• Value Advantages Action Plan

Page 7: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

Value Fulfillment

Fulfilling the value promises you make to the marketplace, actually delivering what you say you will, determines the timing, extent and sustainability of market success. Customer retention and loyalty requires, is proportionate to, the presence of value in the overall, end-to-end, customer experience.

Value Execution Value Delivery Value Exchange

APPROACH Create a Value Delivery experience that sets your business apart, reinforces your Value Advantages and fulfills your Value Promise. How do your customers receive and measure the value you are delivering? Are customers taking value for granted?

APPROACH Your entire operations must align to your strategy and enable your employees to execute it daily. It is the everyday execution of your strategy that determines whether your company can turn good intentions into targeted profits and sustainable market performance.

APPROACH Your ability retain customers begins at the point of conversion and goes beyond the payment process and accurate terms management. How complicated is it to do business with you? What is the customers’ onboarding experience?

DELIVERABLES • Value Delivery Scorecard

• Value Map E2E Delivery Experience

• Value Delivery Action Plan

DELIVERABLES • Value Execution Scorecard

• Performance Metrics & Insights

• Value Execution Action Plan

DELIVERABLES • Value Exchange Scorecard

• Purchase / Payment Process Insights

• Value Exchange Action Plan

Page 8: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

Value Relevance

A proactive approach to value leadership and value performance management. In both B2B and B2C markets, demand for value in its many forms is constantly changing. We help you understand your Return On Value Investments, remain aware of value shifts and lead the way in Value Innovation.

Value R.O.I. Value Innovation Value Monitoring

APPROACH Your organization’s Value Advantages are susceptible to the constant changes taking place in the marketplace. Are you taking a proactive approach to leading innovation in your markets? How sustainable are your value advantages?

APPROACH An organization must carefully measure the financial returns generated on the value delivered to the marketplace. How are you tracking the performance of invested time and resources? What products, customers, markets and segments warrant more or less investment?

APPROACH Value perception and demand in the marketplace is ever changing and affected by numerous variables both within and outside of your control. Opportunities have expiration dates. How well are you positioned to create, recognize and capitalize on limited market opportunities?

DELIVERABLES • Value Innovation Readiness Scorecard

• Value Innovation Opportunity Review

• Value Innovation Action Plan

DELIVERABLES • Value R.O.I. Scorecard

• Value R.O.I. Performance Insights

• Value R.O.I. Action Plan

DELIVERABLES • Value Monitoring Scorecard

• Value Monitoring Insights

• Value Monitoring Action Plan

Page 9: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

Value Monetization & Go-to-Market Strategy

Using our Market Value Playbook methodology, we take a proactive and comprehensive deep dive into your organization’s Value Monetization & Go-to-Market Strategy.

Whether it is a new product, service, solution, offering, pricing structure, overall strategy launch or organizational improvement - we bring over 20 years of real world experience and expertise.

We help our clients make time-sensitive and critical business decisions that help them reach their goals faster and with more confidence.

RECOMMEND / ACTION

We then provide recommendations around what you should do, should not do, why and by when. This is in the form of an action plan for you to consider addressing immediately, either without our assistance or with our full or selective assistance. The level of assistance you seek is at your discretion in accord with your budget, goals and sometimes constrained by the timing of market opportunity windows.

INSIGHT

Based on our review, we offer key business insights that link key observations to sound business theory and relevant best practices. These insights lead to potentially new ways of thinking about both your market opportunities and approach.

REVIEW

We review your current approach or pending plan within the context of your business objectives, value offerings, value advantages and a number of market and industry considerations. We carefully look for gaps, risks, strengths, weaknesses, opportunities and more.

Page 10: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

Start to Results in 30-Days or Less

We help you take a proactive and aggressive approach, target 30 business days or less from start to finish

and create a project plan around other commitments you may already have on your calendar.

Timing Matters

Our clients recognize that opportunities have expiration dates and want to accelerate

improvements to be in the best position to create, recognize and capitalize on

opportunities to achieve their full potential for sustainable market success.

Review Phase

Insight Phase

Recommend / Action Phase

Estimated Stakeholder Time = 6 - 16 hrs

Estimated Stakeholder Time = 4 - 8 hrs

Estimated Stakeholder Time = 8 - 14 hrs

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Page 11: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

Startup < 100 Customers

Small 101 - 500 Customers

Medium 501 – 1K Customers

Large 1K – 3K Customers

Enterprise 3K + Customers

30-Day Market Value Playbook + 11 Months Guidance & Monitoring

$8,500 $14,750 $22,500 $34,750 Contact Us

Monthly Option (12-Month Term)

$925 mo. $1,450 mo. $2,150 mo. $3,250 mo. Contact Us

By Your Side, Helping You Follow-Through

We only work with clients who are serious about the timing, scope and level of their success.

We respectfully do not work with those who are not.

Included in the Market Value Playbook is 11-months of guidance and monitoring

to help you follow-through and get the highest possible

return on your investment (ROI).

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

MVP

MARKET VALUE PLAYBOOK INVESTMENT

Page 12: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

R E S U L T S

Page 13: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

Project Outcome - Example 1 13

Situation: Marketing Automation Software solution was convinced they were not charging enough and believed it was preventing them from acquiring large corporate customers.

Work: Assessed their value advantages and unique differentiators, including in-person interviews with current customers and working closely with sales on in-progress opportunities.

Confirmed their current pricing was diluting the perception of value associated with their offerings.

We modified their value offerings, messaging and pricing to better reflect their value to their target customers.

Results: Significant positive uptick to their ability to acquire and close deals with large corporate and enterprise customers, at up to 10X their previous prices.

Impressive enough to be the first acquisition by another solution in the space which had received a big infusion of VC dollars.

Marketing Automation Solution

+ 10X | + Exit

Page 14: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

Project Outcome - Example 2 14

Situation: Customer Engagement software solution was rebranding their entire offerings to coincide with complete rebuild and release of their solution.

Work: Completely rethought their market and how their updated solution would be best positioned via the Market Value Playbook methodology.

Evaluated approach to onboarding and transitioning existing customers to new offerings, including organization-wide planning and execution of new pricing strategy, improved messaging and launch communication.

Results: Praise from existing customers for the proactive approach and level of communication around launch (pre, during and post).

96% of new customers were selecting a broader set of their value offerings from day one. Monthly recurring revenue (MRR) doubled after 3 months.

Customer Engagement Solution

+ 96% | + 2X

Page 15: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

Project Outcome - Example 3 15

Situation: $1.0 Billion + division of a large manufacturer offering software and software related services had developed a complex and unwieldy price quotation system that resulted in wide price variability.

Work: Performed analytics and mapped the pricing process to identify the key areas of opportunity and based on the analysis, built a baseline business case.

After identifying why variability was occurring, redesigned the pricing process and policies so that pricing decisions were centralized and consistent with the division’s strategy.

Also aided the development of quoting tools and training to ensure the recommendations were implemented.

Results: Profit impact during the work was over $300K due to immediate application of project insights and an aggressive focus on implementation.

Impact after full implementation was $15 Million in the first 12 months.

Quotation and Pricing Consistency

+ $300K | + $15M

Page 16: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

Next Steps

Contact us to get started . . .

Chris Hopf 206 817 3040 http://pricingwire.com [email protected] @pricing

Page 17: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

Bio

Expertise Comes From Experience Thank you for considering PricingWire. My name is Chris Hopf and after leading significant and lasting improvements in areas such as sales, operations, pricing, project management, marketing, finance and training, I began PricingWire to do what I do best, help companies of all sizes create, recognize and capitalize on opportunities to achieve their full potential - everyday - every transaction.

For more than twenty years, I have worked as an owner, employee and as a consultant with small startups,

mid-sized mergers and Fortune 50 Corporations such as Microsoft and United Technologies.

My experience spans a number of industries including software, high technology, digital media, retail,

publishing, general and specialty contractors, industrial suppliers and wholesale distribution.

I am a Certified Pricing Professional (CPP) and longtime member of the Professional Pricing Society.

Page 18: Market Value Playbook  by PricingWire - Convert More Prospects - Keep More Customers

It's not the price they don't like . . .

but what they understand they are

(or are not) getting for that price.