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Table of Contents

  1. Why is price so important for success?
  2. Why under-pricing is a key business error
  3. Pricing 101: the basics - plus some surprises
  4. Why price should almost never be 'cost-plus'
  5. Value and price: how the relationship is changing
  6. Unlocking growth: would you like a bank account that pays 25% interest?
  7. Doubling your price: Price as an agent of growth
  8. Framing and priming: they're all around us
  9. Other strategies for pricing
  • Can you double your price?
  • Increasing differentiation: The role of brand
  • Real price is not equal to stated price
  • Money on the table: pricing menus, on-sell and up-sell
  • Day rate vs total
  • Use bundling
  • Establishing multiple price points and pricing runways
  • Managing over-demand
  • Get premium customers to self-identify
  • Carry out experimental 'tests' in the market
  • Using framing and priming
  • Remember to revisit price often, if not continuously

10. On the road to success

About the Author

Professor David Falzani MBE is a serial entrepreneur, business consultant and non-executive director. He began his career as an engineer at IBM, before joining a Silicon Valley style start-up, Madge Networks, which grew from 240 employees to 2,000 in 3 years and IPO'd on the NASDAQ. This experience led him to study for an MBA at The Wharton School (USA) and SDA Bocconi (Italy).
He has been a mentor and/or trainer for growth programmes at Nottingham University, and Oxford University Said Business School, as well as Royal Academy of Engineering's Leaders in Innovation Fellowship and Enterprise Hub - overall, supporting over 2,000 companies. David is a Professor at Nottingham University Business School's Haydn Green Institute and has published more than 60 articles and blogs.


"This book is a must read for anyone considering pricing for their products. With price often neglected in the rush for growth, Falzani highlights the long-term implications for cash, margins, profitability and ultimate value of the company, as well as providing a toolkit to address the thorny issue of pricing." Dr Andy Phillipps, Co-founder of Booking.com

"One of the biggest challenges start-ups face is defining a route to market for innovative products and services. Understanding pricing lies at the heart of a successful commercialization strategy and this book provides an excellent basis for decision making. David Falzani takes the reader from the fundamentals of pricing all the way to the impact of subtle pricing changes on the success of the business. An essential read for entrepreneurs." Simon Barnes PhD, Managing Partner, Tate & Lyle Ventures LP

"At last, a practical book on pricing. I enjoyed it so much I read it in one sitting, and think it's essential reading for every start up or large corporate alike." Henning von Spreckelsen, Management Board, Small Business Charter and Fellow, Royal Academy of Engineering

"This is a must-read for any business owner who wants to succeed and create a sustainable business. Professor Falzani is a regular contributor to our readers and this book reflects the wealth and depth of valued business insight and wisdom he has to share." Christina Lattimer, Founder of People Development Magazine

"The most exciting book on pricing I have read. If you're feeling nervous about setting prices, this practical book will help you make better pricing decisions and avoid typical mistakes so companies can be profitable, reinvest and grow sustainably." Steve Cleverley PhD, CEO, Oxentia Ltd (a spin-out of Oxford University Innovation)

"Price is the most often neglected of the 4 Ps of marketing - this book finally fixes that." Michael Hughes MBE, Founder, Silicon Valley Internship Programme, and Co-Founder, LoopUP

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