Pricing Topics

The NetMBA site has a good overview of the pricing concepts we covered in class.

Please review the LeveragePoint video on Value Management to see a very good example of evaluating the value of a product.

And here is the analysis of ZipCar using the Economic Value Estimation approach.

A good summary article on value based-pricing can be found here.

For more information on pricing metrics, please see this LeveragePoint article.

This is a simple, useful Pricing Strategy Article - Choosing Effective Prices.

Here is a great article on pricing pages on web sites.

Here is a Harvard Business School Toolkit for Break-Even Analysis that you will find useful for selecting a profitable pricing model.

The McKinsey Quarterly has some excellent articles on pricing. You will have to register for this service to access them, but they are well worth it.

Booz & Company also has some great resources that require you register for ... In particular, I found this article on how to turn commodities into branded goods to be invaluable.

Whole Product Topics

Here is a nice overview of the Whole Product concept.

In the seminar we mentioned the Geoffrey Moore book, Crossing the Chasm. If you haven't read that book, here is a good summary I found online. This will help you see why understanding your whole product scenario impacts you market strategy. When it is easy for the customer to acquire the "whole product", sales happen faster.

Eight tips on Whole Product Management from Geoffrey Moore's Crossing the Chasm.

Positioning Topics

This QuickMBA article is a good review of the "positioning" concepts we covered in class. This video from LeveragePoint provides an integrated view of the concepts.


We often find that people need to see more example of "positioning" from companies they know. This image is a table summarizing some recognizable examples.

Here is a wisemarketer.com article that looks at it from the start-up perspective.

This article from McKinsey shows the process for making sure your positioning is relevant.

As we mentioned in the seminar, Jack Trout wrote "the book" on Positioning (The Battle for Your Mind).

Here are two great video clips of Jack Trout:

1. Repositioning the Competition


2. Tests of Obviousness

Market Research Topics

In seminar 1, we discussed the impact of market research on the success of companies entering new markets or introducing new products.

Here is a YouTube video with a great example of how "talking to customers" can change your business plans.



This NetMBA article is a good overview of key concepts in selecting a target market.

This BusinessWeek article is a concise summary of some methods for cost effective market research.

Here is a podcast and article on determining the value of an idea.

Welcome

For participants in the Go-to-Market Program, this blog is the source for supplemental information such as relevant links to Internet resources. You will want to check back weekly to view the latest articles, links or tweets that can provide you with useful insight.