Table of Contents
Part I: Why Pricing Matters 3
Chapter 1: Introduction 5
Chapter 2: Pricing Myths 13
Chapter 3: Pricing Methodologies 27
Chapter 4: Value-Based Pricing 41
Part II: Value-Based Pricing Canvas 51
Chapter 5: The Problem 53
Chapter 6: Pricing Principles 57
Chapter 7: Pricing Behaviors 61
Chapter 8: Pricing Processes 67
Chapter 9: Fears 73
Chapter 10: Benefits 79
Chapter 11: Your Appetite for Change 83
Chapter 12: Your Appetite for Risk 87
Chapter 13: Product Value Hierarchy 91
Chapter 14: Your Economic Value 95
Chapter 15: Your Value Proposition 101
Chapter 16: Your Customers 105
Chapter 17: Product Characteristics 109
Chapter 18: Your Competition 113
Chapter 19: Behavioral Economics Hacks 117
Part III: Value-Based Price Points 125
Chapter 20: Establishing Value-Based Price Points 127
Chapter 21: Price Sensitivity Meter 131
Chapter 22: Customer Value Analysis 139
Chapter 23: Economic Value Analysis 147
Chapter 24: Subscriptions 155
Chapter 25: Conclusion 167
