April 24, 2024

Chicago, Illinois

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View the conference brochure here.

Featuring a full-day workshop by Wiglaf Pricing’s Tim J. Smith on Wednesday, April 24th!

Workshop (Wednesday, April 24th)

Using Unit, GBB Versioning, and Bundling to Price XaaS and Technology Today

“Anything as a Service” (XaaS) offerings present a strategic pricing challenge. The unit to be priced itself is in question. The use of Good-Better-Best versioning is attractive in simplicity but challenging in definition. Offerings can be bundled to satisfy competing business goals. We will demonstrate the application of economic and business modeling, behavioral economics, market segmentation, and willingness to pay to drive revenue growth management.

Attendees will learn:

• The market characteristics that support unit, versioned, and bundled pricing
• To derive economic models to inform optimal price structure
• To apply consumer behavior and behavioral economics to improve customer adoption of prices

Presented By

Tim J. Smith, Ph.D., CPP, is the Founder and CEO of Wiglaf Pricing, an Adjunct Professor of Marketing at DePaul University, the author of Pricing Done Right and Pricing Strategy, the Academic Advisor to the Professional Pricing Society’s Certified Pricing Professional program and a member of the American Marketing Association. He holds a BS in Physics and Chemistry from Southern Methodist University, a BA in Mathematics from Southern Methodist University, a Ph.D. in Physical Chemistry from the University of Chicago, and an MBA with high honors in Strategy and Marketing from Chicago Booth.