Before this course: Pricing for Profit: costs, margins and tiers (course 2.4.2), which builds on Pricing Your Product or Service (course 2.4). You should already know true cost, contribution margin (CM), break-even and good-better-best tiers, and the drip pricing rule. If not, finish course 2.4.2 first.
Value-based pricing: what is the result worth?
Think of an umbrella. On a sunny day nobody wants one. In a downpour it is worth a lot to the person standing in the rain. The umbrella did not change. What it does for the buyer changed. Value-based pricing asks: what is this worth to this buyer, compared with what else they could do?
- In course 2.4 you met three ways to price: cost-plus, competitor-based and value-based. Cost sets your floor. Value helps you find how high you can go.
- Economic value to the customer (EVC) is a common textbook tool:
- Reference value = what the customer pays today for their next-best alternative (a competitor, a do-it-yourself way, or doing nothing).
- Differentiation value = the dollar value of how your offer is better (or worse) than that alternative.
- EVC = reference value + differentiation value.
- EVC is a ceiling for a sensible buyer, not a target. You choose a price between your floor and the EVC. Leaving the customer a clear gain is what makes them say yes. There is no fixed rule for how much of the difference to keep.
- Value pricing works best when the benefit is clear and measurable (time saved, money saved, more sales). It works less well in markets where buyers see everything as the same.
- Never claim a benefit you cannot back up (see course 2.4 on honest advertising).
| Item | Amount |
|---|---|
| Reference value: next-best alternative (a competitor's monthly price) | $150 |
| Differentiation value: saves the owner 3 hours a month at $30 an hour | $90 |
| EVC | $240 |
| Your variable cost to serve (time and software) | $60 |
| Your price | $190 |
At $190 the customer still gains $50 a month ($240 - $190) and you earn $130 CM ($190 - $60). The price is between your floor ($60) and the EVC ($240).
- Pick one product or service.
- Write the customer's next-best alternative and its price. This is the reference value.
- List each way your offer is better: time saved, fewer mistakes, faster, longer lasting.
- Put a dollar figure on each one, and write where the number comes from (customer words, your records, a price list).
- Add them to the reference value to get the EVC.
- Write your floor (variable cost from course 2.4.2) and choose a price between the floor and the EVC.
- Check: the customer keeps a gain, you keep a profit, and you can explain every dollar in the EVC in one sentence.
Videos by other creators on YouTube, for reference. They are not made by or affiliated with The Future Market.
Read the video script
[Host] "Cost tells you the lowest price. Value tells you how high you can go."
[Text on screen: Reference value + Differentiation value = EVC] "Start with what the customer pays for the next-best option. Add the value of how you are better."
[Text on screen: $150 + $90 = $240] "A $150 alternative plus $90 of time saved is $240 of value."
[Text on screen: Price $190: customer gains $50, you earn $130] "Price at $190 and both sides win."
[Host] "Only claim value you can prove."
Build an EVC table for one product or service. Write your floor, the EVC and a price between them. Write which number is the weakest guess and how you will check it with a customer.
ClaudeStuck? Copy a ready-made prompt for Claude
Copy this, open Claude, paste it, and Claude will walk you through the lesson step by step.
For a grown-up: Claude is for adults (18+). Copy this, paste it into Claude, and use the answer to explain the lesson to your child.
I'm learning "Pricing Strategy: value, bundles and discounts" on The Future Market. Lesson 1: "Value-based pricing: what is the result worth?". What the lesson teaches: - In course 2.4 you met three ways to price: cost-plus, competitor-based and value-based. Cost sets your floor. Value helps you find how high you can go. - Economic value to the customer (EVC) is a common textbook tool: - Reference value = what the customer pays today for their next-best alternative (a competitor, a do-it-yourself way, or doing nothing). - Differentiation value = the dollar value of how your offer is better (or worse) than that alternative. - EVC = reference value + differentiation value. - EVC is a ceiling for a sensible buyer, not a target. You choose a price between your floor and the EVC. Leaving the customer a clear gain is what makes them say yes. There is no fixed rule for how much of the difference to keep. - Value pricing works best when the benefit is clear and measurable (time saved, money saved, more sales). It works less well in markets where buyers see everything as the same. The exercise I'm working on: Build an EVC table for one product or service. Write your floor, the EVC and a price between them. Write which number is the weakest guess and how you will check it with a customer. I'm stuck. Please: 1. Explain the main idea in plain, simple words with one everyday example. 2. Walk me through the exercise one small step at a time. Ask me what I've done so far before giving the next step. 3. Don't just give me the final answer. Help me do it myself, and check my work when I share it.
I'm a parent helping my child (about 8 years old) with a lesson called "Value-based pricing: what is the result worth?" from the course "Pricing Strategy: value, bundles and discounts". Here's what the lesson says: Think of an umbrella. On a sunny day nobody wants one. In a downpour it is worth a lot to the person standing in the rain. The umbrella did not change. What it does for the buyer changed. Value-based pricing asks: what is this worth to this buyer, compared with what else they could do? The activity: Build an EVC table for one product or service. Write your floor, the EVC and a price between them. Write which number is the weakest guess and how you will check it with a customer. Please explain this so an 8-year-old understands: short sentences, a fun everyday example, and no hard words. Then give me 3 simple questions I can ask my child to check they understood, and a way to do the activity together, one tiny step at a time.
Sources
- Umbrex, Value-Based Pricing Framework (EVC: reference value and differentiation value): umbrex.com/resources/frameworks/marketing-frameworks/value-based-prici
- Competition Bureau Canada, drip pricing: competition-bureau.canada.ca/en/deceptive-marketing-practices/drip-pri
Ask customers: willingness to pay
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How prices are read: anchors, endings and honest tiers
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Bundles: when selling together earns more
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Discounts and promotions that do not hurt you
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Read the data: elasticity and fair tests
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Your pricing playbook and guardrails
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Final project
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Quiz
What is economic value to the customer (EVC)?
Reference value (price of the next-best alternative) plus differentiation value (how your offer is better).
What sets your price floor and what is the sensible ceiling?
Variable cost is the floor, EVC is the ceiling.
Name the four Van Westendorp questions.
Too cheap, a bargain, getting expensive, too expensive.
Why confirm a survey with a real test?
What people say and what they do can differ.
What did the 2003 field experiments find about $9 endings?
$9 endings raised demand in all three, more for new items, and less when sale signs were used.
What is drip pricing?
Advertising a price that cannot be paid because mandatory fixed fees are added later (sales tax is the exception).
In the tea bundle, about what share of buyers must be upgrades to break even?
About 49%.
A 15% discount on the tea tin needs how many more units to match profit?
About 31% more.
What does section 74.05 of the Competition Act forbid?
Supplying a product at a price higher than its advertised price in the advertised market.
What is the maximum fine for double ticketing on summary conviction?
Up to $10,000, up to one year in prison, or both.
If elasticity is 0.93, is demand elastic or inelastic?
Inelastic (below 1).
Why keep a price log?
So you can compare prices and profit across periods and learn from real data.
Final exam
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Certificate
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