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Pricing Strategy: value, bundles and discounts

What you'll be able to do
  • Estimate the economic value your offer creates for a customer and choose a price that shares that value fairly.
  • Run a simple customer price survey (the Van Westendorp method) and read its results with care.
  • Use anchors, price endings and tier design honestly, inside your country's pricing rules (Canada's rules are the worked example).
  • Build a bundle and check with numbers whether it earns more than selling items alone.
  • Plan promotions and discounts with a break-even check and a written discount policy.
  • Read sales data with price elasticity, and avoid being fooled by small numbers.
  • Make a graded "Pricing Strategy Playbook" you can show a customer, mentor or lender.

This course is education only. It does not tell you what to charge, and the numbers are examples. For tax or legal questions, ask a licensed accountant or lawyer.

Words in this course 47Open the Vocabulary Hall
01

Value-based pricing: what is the result worth?

In simple words

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?

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.

Key facts
  • 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).
Example (pretend bookkeeping clean-up service; made-up numbers)
ItemAmount
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).

Step by step
  1. Pick one product or service.
  2. Write the customer's next-best alternative and its price. This is the reference value.
  3. List each way your offer is better: time saved, fewer mistakes, faster, longer lasting.
  4. Put a dollar figure on each one, and write where the number comes from (customer words, your records, a price list).
  5. Add them to the reference value to get the EVC.
  6. Write your floor (variable cost from course 2.4.2) and choose a price between the floor and the EVC.
  7. Check: the customer keeps a gain, you keep a profit, and you can explain every dollar in the EVC in one sentence.
Watch on YouTube
Pricing: Economic value to the customer (EVC)third-party video; example numbers differ from ours · YouTube · youtube.com

Videos by other creators on YouTube, for reference. They are not made by or affiliated with The Future Market.

LESSON 01Value-based pricing: what is the result worth?
LESSON 01 / ANIMATED LESSON / AI VOICE00:00 / 01:15
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."
Try it now

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.
Open Claude
Sources
My notes
02

Ask customers: willingness to pay

This lesson is part of full access: every course and every level for one payment.

03

How prices are read: anchors, endings and honest tiers

This lesson is part of full access: every course and every level for one payment.

04

Bundles: when selling together earns more

This lesson is part of full access: every course and every level for one payment.

05

Discounts and promotions that do not hurt you

This lesson is part of full access: every course and every level for one payment.

06

Read the data: elasticity and fair tests

This lesson is part of full access: every course and every level for one payment.

07

Your pricing playbook and guardrails

This lesson is part of full access: every course and every level for one payment.

++

Final project

This lesson is part of full access: every course and every level for one payment.

??

Quiz

  1. What is economic value to the customer (EVC)?

  2. What sets your price floor and what is the sensible ceiling?

  3. Name the four Van Westendorp questions.

  4. Why confirm a survey with a real test?

  5. What did the 2003 field experiments find about $9 endings?

  6. What is drip pricing?

  7. In the tea bundle, about what share of buyers must be upgrades to break even?

  8. A 15% discount on the tea tin needs how many more units to match profit?

  9. What does section 74.05 of the Competition Act forbid?

  10. What is the maximum fine for double ticketing on summary conviction?

  11. If elasticity is 0.93, is demand elastic or inelastic?

  12. Why keep a price log?

EX

Final exam

This lesson is part of full access: every course and every level for one payment.

CE

Certificate

This lesson is part of full access: every course and every level for one payment.