Pricing Lessons From Startups

Ian had the opportunity to write an article for the first edition of the "EPP Pulse” Journal of Pricing & RGM.. His article is titled: "Pricing Lessons from Startups: An Agile Approach to Pricing Innovation for Large Enterprises".

Abstract

Fast-growing Startup and Scale-up companies face many challenges in setting their pricing, most notably a lack of market information and resources. In our work with over 70 fast-growing SMBs over the last five years, we have developed a process to help them quickly define and price their solutions using a structured hypothesis-driven approach. 

In this paper, we'll explain how pricers and product managers at large corporations could benefit from the techniques adopted by fast-growing SMBs, avoiding common pricing mistakes and driving faster market adoption and higher value-capture.