From Cost-Plus to Value-Based – rethinking how you set prices
If you’re still pricing by adding a margin to your costs, you’re leaving money on the table. Value-based pricing starts with what your customer gains — not what you spend. Here is the content of this Mini Class 🔍 What You Need to Know Cost-plus pricing is like comfort food for pricing teams: familiar, safe, […]
Google is not selling AI anymore. Or at least, not the way it was.
A few weeks ago, I wrote an article sharing my belief that the era of “Pricing AI” as we knew it was coming to an end. My perspective was that AI would increasingly shift from being a standalone, highly marketable innovation to becoming “just another feature” integrated seamlessly into broader tools and platforms. The real […]
When Price Influences the Value of your Product: The Battery Paradox
This story isn’t about perceived value—it’s about real value. At CES 2025, Bosch unveiled an innovative anti-theft feature for their eBike batteries. Integrated into their Flow+ subscription, it allows users to track and locate stolen batteries, aligning with their vision of non-stealable bikes. The idea is brilliant: if thieves know the batteries are worthless once […]
Why Sam Altman is Wrong About ChatGPT’s New PRO Plan Pricing
Why Sam Altman is Wrong About ChatGPT’s New PRO Plan Pricing This week, Sam Altman, OpenAI’s CEO and founder, publicly revealed that OpenAI is losing money on its $200/month PRO plan, hinting that users are “using it too much.” (Bloomberg article) While having users “use a product too much” is a good problem to have—and […]
How Will SaaS Pricing Look in 2025?
Dynamic pricing, price increases… in 2024, prices made all the headlines, and awareness of their importance has spread widely. But have you noticed how what we’ve called “modern pricing” in recent years is starting to look old-fashioned? What will change in 2025? Common Pricing Practices Until Today: 🔴 Subscription-Based: Recurring fees for access to products […]
Lyft to monetize “Non-Dynamic-Pricing”
Can you monetize the fact of not doing Dynamic Pricing? Yes, if you are Lyft! TLDR: Lyft has just released a paid add-on for those who want to opt out of dynamic pricing. It’s just brilliant, and here is why. 👇 Lately, there’s been a lot of buzz around dynamic pricing (and I feel like […]
Canva announces a 5x Price increase. Really?
Canva just announced a (massive) price increase, sparking reactions ranging from frustration to… well, more frustration! But let’s take a step back and analyze this with a bit more objectivity (and a key takeaway at the end 👇). TBH, Canva has always been a bargain. Their free plan is incredibly generous, and the paid plan […]
Oasis Reunion: when dynamic pricing hurts
It’s funny how dynamic pricing has evolved. A few years ago, it was an obscure strategy used by a select few businesses, mainly airlines. Now, as it becomes more common, people are starting to grasp what it means in their wallets, shifting the attention from revenue to fairness. The Oasis reunion is making headlines these […]
Why is the new Wizz Air more than just a good deal?
Wizz Air (the Hungary based low cost airline) has just launched an “All You Can Fly” pass for only 599 EUR/year. Let’s see how this deal includes at least 3 examples of using pricing tactics to redefine value and differentiate in the market. ✈️ Dynamic Pricing vs. Value Unit Shift: While airlines are famous for […]
Are Dynamic Pricing Landing in Physical Stores?
After a successful test in Grapevine, Texas, Walmart is rolling out digital shelf labels (DSLs) to 2,300 stores by 2026, transforming both pricing and customer experience. Walmart is not the first retailer using this technology, but their footprint is massive and their appetite for data is well known, which can open the door to more […]