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PPS Fall Virtual Conference
October 12, 2021 - October 15, 2021
October 12-15, Online Only
Featuring two workshops and one breakout session by Wiglaf Pricing:
Economic Value to Customer (EVC) Immersive Case Study
Tuesday, October 12, 2021
Tim J. Smith, PhD
Founder and CEO, Wiglaf Pricing
Economic Value to Customer (EVC) is an important quantitative pricing methodology for any pricing professional. Whether estimating the value of a new product during development, determining the launch price for go-to-market, adjusting your model for existing products, or examining new ways to segment your customers, EVC should be in your toolbox.
In this session, we will go through an in-depth, immersive case study to give participants the full experience of building an EVC model from scratch. This is ideal for those with roles touching pricing analysis, product management, product development, marketing, and innovation.
Participants will learn:
- To use product and customer information to create a value-based, quantitative pricing model
- To communicate EVC findings into insights for list prices, customer segmentation, and customer value
- To update and further refine an existing model with new information
Telling Your Pricing Story
Wednesday, October 13, 2021
Nathan L. Phipps
Consultant, Wiglaf Pricing
Pricing projects generally include data analysis, however, data analysis alone is not sufficient for pricing success. For your analysis to be relevant, you must find the story in the data. Ultimately, your goal is to provide context and facilitate management conversations to drive pricing decisions. You must clearly state why your results matter and how they could impact decision-making. Stories will always motivate people and drive change more effectively than sheer data analysis.
This session will teach attendees how to find their pricing story while adjusting their communication approach for maximum impact.
Participants will learn:
- To use data to craft a story tailored to your audience
- To deal with common roadblocks
- To find your story using 3 fundamental pricing
analysis tools
Price-Volume-Mix Analysis With Multiple Currencies
Friday, October 15, 2021
Tim J. Smith, PhD
Founder and CEO, Wiglaf Pricing
Measuring pricing impact in a global company presents a specific challenge of separating out the impact of exogenous currency fluctuations from the impact of endogenous changes in prices and other marketing variables. Join us to discover the equations for constructing a profit bridge for conducting a price-volume-mix analysis and the definition of the profit bridge at the corporate level, which is different from that at the business unit level.
Participants will learn:
- To construct a proper profit bridge to include currency fluctuations at the corporate level
- To construct a proper profit bridge to include currency fluctuations at the business unit (country) level
- To compare and contrast these profit bridges at the corporate and business unit levels