Price Your Offers For Growth
Lesson 28 from: Create a Product Plan & Grow Your Standout BusinessTara McMullin
Price Your Offers For Growth
Lesson 28 from: Create a Product Plan & Grow Your Standout BusinessTara McMullin
Lessons
Class Introduction
09:23 2Identify Your Core Offer
05:16 3Reach Your Revenue Goals with One Core Offer
09:28 4Differentiate Your Offer to Stand Out
24:31 5Use Your Core Offer to Define Your Brand
27:39 6Find the Space to Sell Out in Any Market
18:00 7Describe Your Unique Selling Proposition
12:51 8Hot Seat with Ayelet Marinovich
32:09Identify Your Value Proposition
02:16 10Describe the Jobs to be Done
15:17 11Identify the Key Valuable Outcomes
18:39 12Discover the Changes That Sell
09:04 13Student Examples
20:13 14Find Product-Market Fit
13:25 15Design Your Feedback Loop
15:31 16Employ Your Standout Infrastructure
20:52 17Develop Your Standout Capabilities
26:22 18Review of Previous Lessons
04:59 19Gather More Information To Take The Next Step
05:19 20Identify What You Want To Learn
16:57 21Create Your Survey
25:53 22Analyze Your Survey
27:00 23Map Your Customer Journey
19:35 24Identify Other Offer Opportunities
20:29 25CoCommercial Case Study
09:33 26Hot Seat with Alaia Williams
11:52 27Bringing Your Business Model to Life
03:12 28Price Your Offers For Growth
04:23 29Calculate Your Hard Costs
12:29 30Use Soft Costs to Set Final Price
20:56 31Design the Ultimate Customer Experience
14:17 32Sell Without Scale
05:49 33Scale Your Core Offer
17:58 34Identify Your Core Offer Systems
16:01 35Invest in Your Capabilities
16:25 36Take Baby Steps
14:21Lesson Info
Price Your Offers For Growth
We have come so far in this class already. We are on the homestretch right now here, as we start lesson eight of 10. And as I said, we are going to talk about pricing in this lesson. But just to kind of give you an idea of where we are in the process, we started off this whole class talking about how to really streamline your business from a junk drawer business model into one tool that you can use to get your job done for your customers, so that they can get on the road to the next thing, the next transformation, the next question answered, and you can get on the road to actually meeting your revenue goals once and for all with that core offer. We talked about how to position it, how to find space in the market to sell it out every time, to talk about the value behind it in a really concrete way, and so that also, you have a guide for developing and refining that product. We talked about how to find product market growth, what you were going to need to invest in as you discover this n...
ew company, this new business that you're building based on this core offer. And, in the last couple of lessons here, we talked kind of in-depth about how to survey your audience in a way that actually gets you responses that matter, that helps you refine that core offer, or discover your follow-up offer, or what your customers need as a first step. And then we took all that information, and we plugged it into your three pillar business model. So now you know you have one, two, or three offers that you can use to really create an engine behind your business, and make sure that every action you take has an exponential response to it, so that, as you're working hard, you're not just working hard at the thing you're working at, you're working hard at really the whole business system. But a key part of that business model is figuring out what the heck you're gonna charge for these three, or up to three, offers that you're going to have. And I know that you might think that pricing is really reserved for the Einsteins among us, right? The people who can figure out how to do very higher level math. But the good news is, the price isn't a formula. There's no formula that I can give you that's going to spit out a number that's exactly how much your course should cost, exactly how much your service package should cost, exactly how much your program should cost. I can't do that for you, and even if that formula did exist, you wouldn't want it, 'cause it would look like that thing that I just put up on the slide before that. Price is about telling a story about what you're offering. It helps you position yourself in the market, it helps you fulfill that unique selling proposition, it helps you tell your customer, "Here's the kind of value you're gonna get out of this, "here's the kind of commitment I need from you, "here's why this is gonna help you." Your price actually has a lot to say on all of those things, but the numbers have to work out as well. And not only do the numbers have to work, but there is a way to really price your business, and to think about pricing in your business to help your business grow, so that it's not just working out, but that it's actually helping propel you forward. Sometimes that means charging less, sometimes that means charging more, but I'm gonna lead you step by step through all the things you need to consider and account for, so that you feel pretty confident about that price you set. And just like everything else that we've talked about in this class, it's gonna be a process of iteration, of evolution, of figuring out what's right, of being open to learning what is really going to work. So I'm gonna help you set some prices today, you're gonna go out, and you're gonna experiment with them. You're gonna see, was your assumption correct? Was your hypothesis correct on price, just like you're going to do with your value proposition, your eating/selling proposition, and then you're gonna make some adjustments. So, our goal here isn't to get it right right out of the gate, it's to make sure that we're strategically accounting for everything we need to account for to make sure that our price is on the right track, so that we're going in the right direction.
Class Materials
Bonus Materials
Bonus Materials with Purchase
Ratings and Reviews
Lindsey Warriner
Every time I thought the class had reached a point that I knew "enough" about, Tara dropped yet another game-changer that I'd never even considered. Great experience, great speaker, great class.
Alaia Williams
Once again, Tara has been extremely helpful in getting me to think through where I'm taking my business next. I'm excited about the opportunities that lie ahead!
Ate Myt
Although the course targets people who have already started a business, I found it very helpful for me as I start my own business. I particularly appreciate the step-by-step guide to developing a 3-pillar business model. Very practical. i highly recommend it.