3.6 Build Pricing Proposal Slides

We've come a long way. We started by examining our competitive landscape as a whole. Then we transitioned to building out a compelling offering and showing how to fit it into the landscape. Now it's time to log down the final important details. What are they? It comes down to one word, price. Pricing is equally important in a marketing plan to both our internal employees and to our future growth projections. Capturing that per user revenue model will help us understand the overall sizing of our company in the future. And thinking about the potential price point that customers may wanna pay for the service, will help us offer different tiers within our plan. Multiply the size of the market by the pricing that we think we can capture, and now we have a great revenue estimate, around which we can build all kinds of estimates in the future. And for customers, pricing is the way you ultimately communicate your value offering. Over the past several slides, we've spent time building up a marketing plan that highlights features, options, and competitive advantages. Pricing tells customers what they need to give to unlock those offerings. I'm working on a slide here, and you can see that it's a sliding staircase of various pricing tiers. There are five listed here with placeholders for various options. For my purposes, I only need to use four of them. So what I'll need to do to clean things up is start deleting the various placeholders in some of the columns. I can simply hold Ctrl on my keyboard to multi-select items, then I can press Delete. Just like that, unwanted content will vanish from my slides. This really cleans things up and gets the slide ready for me to use. When you're setting pricing, two elements really become important. The first is to be competitive. No matter how good your product or service, if it's unaffordable no one will buy it. Secondly, especially with tiered pricing, the differences in the offering need to be clear cut. This will help you develop different offerings to customers, help them understand what they're getting at each level, and also why they might want to upgrade. For Everlytics, I've designed four pricing tiers, they're called Intro, Professional, Premium, and Ultimate. Each includes a base service and feature pack and builds upon the level before. By using a staircase slide like this one, I can make the similarities and differences instantly understandable. I'll start off editing the slide over here in this left hand column. First up, I'll rename this section with the intro title. To do that, I can simply double click on this text box here and then type over the selected text. Then, I'll add a quick descriptor here in this box. For example, I can say Basic Insights. And finally, I'll add in the pricing here at the bottom. For each of the four tiers, I can simply repeat these steps, swapping out placeholders for my own text and numbers. When I'm finished, you can see this clearly understandable sliding scale. For a marketing plan, these pricing tiers are absolutely critical. Ultimately, the entire slide deck has led to this point. We've built a product case and a financial case. And with these pricing slides, we've shown how it will come true. As you build your own marketing plan presentations, don't forget to focus on the pricing that will accompany your offering. In any ways, is truly the most important part to make sure that you build a sustainable business that works from a unit economics basis. Not every price has a marketing plan behind it, but every marketing plan must be supported by pricing. Thanks for watching.