Archive for the ‘Business’ Category

Sneaky Pricing

Thursday, December 17th, 2009

Pricing is one of the hardest things to get right for your business. I heard a story the other day of a business that implemented random pricing to pick the right one. On their pricing page, they had the system choose at random from a pre-determined list of prices. These price points ranged from $5 all the way up to $200. Keep in mind, this was all for the same product. After analysing the data, they decided to settle around $20.

It was a very interesting way of using technology to your advantage. Marketers always want to hit that price point where price x customers will provide the most revenue. This company was able to leverage technology to help them do that. It’s just another way in which the web can help your business in ways that can’t be done offline.

This is a post about another pricing strategy.

Recently I signed up for Safari Books Online. On their subscription page, they offer two choices – the unlimited Library at $42.99/month or the limited access bookshelf at $22.99/month.

Safari Books Online - Subscribe

I can read up to 10 books per month for $22.99. Being this is about half the price of a technical book, I thought it was a good deal and signed up.

Today I received an email with special holiday pricing. Sign up by the end of December and I could receive access to the Full Library for just $29.99 per month. Since it was just a little more, I checked it out to see if it was worth it.

When I came to the Change Subscription page, this is what I saw:

Safari Books Online - Change Subscription

Notice anything different?

Now, they have a third option – the 5-slot Bookshelf for only $9.99/month. I imagine this option is for people who are considering cancelling their account. It is a way for them to keep their business by offering a reduced price for reduced services.

In my case though, their plan backfired. I was happily paying $22.99/month but since 5 books a month is plenty for me, I reduced my subscription.

In summary: Because of a marketing effort to get me to upgrade, I actually downgraded my account. I suppose the lesson is to be careful with pricing. It’s good to make an effort to keep customers but you don’t want happy customers paying less than they would have otherwise.

You, Inc.

Monday, December 14th, 2009

Are you an employee who dreams of starting your own business? You have an idea that excites you when thinking about it. You visualise the finished product coming to life. You imagine all the money rolling in from sales. That is great but it could be months or years down the road. Do you really need to wait that long to start a business?

No. You already run a business, and that business is You, Inc.

No matter if you are an employee or employer, you are operating a business. Each month you have revenue (income) and expenses. You have a balance sheet (whether you realise it or not). You have at least one customer. Sounds like a business.

One of the best realisations I have had in my career is that I am not an employee, I am a business of one. As an employee, I choose to provide my services to one client. As a business, it is quite risky to have just one client. However, if you choose to do so, you need to be aware of the pros and cons.

Thinking as owner of You, Inc. puts me in a different mindset than if I consider myself an employee. As an employee, the company is in control of the work I do. As a business owner, I am in control. It helps me question things like: Is this the kind of business I want to be in? Am I providing good value? Will my clients want to work with me again?

When you start thinking of yourself as You, Inc., different questions start to come up? Am I running my business well? Am I investing in the future of my business? How can I grow? Is it smart having only one client? What are the goals for my business?

It is important to run your business well because how you run You, Inc. today is the way you will run a “traditional” business. If you do not communicate well with your client now, then you will not communicate well with clients in the future. If you are running a loss every month, you will do the same with your business. Does You, Inc. operate with little or no debt? It is important to get You, Inc. running smoothly before moving onto bigger things otherwise you won’t be able to handle them.

A year after winning the lottery, most winners say they wish they had never won. Generally, life only lets you move on to the next step when you are ready. If you jump too far ahead, such as in the case of lottery winners, it usually causes too much hardship.

To run You, Inc. successfully, copy what successful businesses do. Just do it on a lower scale.

Good businesses spend money on sales and marketing.
Good businesses do not rest on their past. They are constantly investing in development of new products (skills).
Good businesses demonstrate values and try their best to live up to them.
Good businesses reward those who help them.
Good businesses treat others fairly and courteously.

To shift your mindset, spend a little time each day thinking about your business. If you were in control, what are some things you would do differently? Then realise that you are in control.