Marketing SIG: Strategic Pricing for Start-ups, New Products and Innovations



  • Note: This is a joint meeting with the Startup SIG.

    Title: "Strategic Pricing for Start-ups, New Products and Innovations"

    Description:  Pricing is hard, and most companies don't spend much time thinking about it.  Often, it's decided late in the development cycle, tactically, and copied from competitors that we hope did their homework.  Startups and companies with innovative new products may not have an existing competitor to copy the wrong answers from.  Instead, they have an opportunity to define the right business model and pricing to tilt the marketplace in their favor.

    Using some real-world examples plus an imaginary product, we'll explore:

    - how would customer value your product (or service)?

    - what is the right pricing unit? (by the month, by the seat, by the download, stock trade, answer, GB of storage, movie, social connection…)

    - will this support your business model?

    - how will you keep making money over time?

    Bio:  Rich Mironov is a software product strategist and veteran of four tech startups.  He's the CMO of Enthiosys, an agile product management consulting firm, where he works with clients on pricing and business models; roadmapping; customer requirements; and agile transformations.  With more than 25 years in the Valley, he had headed up product management and marketing at small companies (AirMagnet, iPass, Slam Dunk Networks, Wayfarer) and big companies (Tandem, Sybase), as well as consulting to more than 20 tech clients. 

    Rich is the author of "The Art of Product Management" and a newsletter on technology product management.  He has a BS Physics from Yale, an MBA from Stanford, and is on the Haas School's Executive Education faculty.  Rich serves on the board of SVPMA and is chairing the product management stage at Agile 2009.

    1100 Marsh Road
    Menlo Park, CA 94025


    6:30pm-7:00pm - registration/pizza (Pizza will be generously donated by Thunk Inc.)
    7:00pm-8:30pm - presentation



    $15 at the door for non-SDForum members
    No charge for SDForum members
    Seating is limited

    For more information about the SIG