10. On the road to success
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 Saïd 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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