Today's episode is a bit like Part B or a follow-up from our last episode a couple of weeks ago, where we introduced our new project, which we're calling Value Culture. TIME-STAMPED NOTES: [00:00] Introduction [03:05] Why do not all companies have specialised pricing experts or teams? [4:35] What can Value Culture do? [10:19] What can clients benef…

Why Pricing Requires CEO and Csuite Backing Aidan: In today’s episode, we want to dig a bit deeper into a topic we’ve covered a couple of times in previous episodes. And that it’s vital, it’s so important that a pricing transformation or a major pricing project has CEO, C-suite backing. And I suppose today we’re going to dig into that. We’re gonna …

In today’s episode, we want to explore the world of startups and I supposed at Taylor Wells we got asked or approach by quite a few startup businesses and the early stages of development with questions about pricing advice and pricing strategy and how start-ups should price. And I suppose we just really want to explore some of those ideas today and…

[00:00:00] Aidan: Hello and welcome to another edition of Pricing College with your host Aidan Campbell [00:00:06] Joanna: and Joanna Wells [00:00:07] Aidan: Often at Pricing College, we find new ways to show that we live in the past. And so today we are going to talk about cinemas, cinema pricing, and I predict somebody will say movies are not as …

In today’s episode, we are going to cover something that’s very close to our heart. If you just listen to our podcasts, you may think we are just pricing gurus, but we are also incredibly ripped. And so we’re going to cover, gym memberships and gym pricing. A subject that I think a lot of people, both consumers and businesses can learn from. So I t…

#PricingPodcast #PricingCollege #ChiefRevenueOfficer In today's episode, we want to talk about probably a new addition to the C suite, which is called CRO which stands for Chief Revenue Officer. And this is probably a role that we're seeing more in SaaS companies, software as a service, more startups, more tech, probably more in America, I suppose.…

In today's episode, we want to ask a question about some of the creative industries and the best way to charge for graphic design creativity, like designing logos. This is a question that somebody asked us recently, so we want to explore it today. We asked this question essentially, a question that a lot of people ask us how do we charge for a part…

In today's episode, we want to look at a news article that appeared today, 8 September 2022. I think it almost suggests that more people should listen to price in college because I suppose fundamentally it looks at some of the most very basic pricing thoughts or strategies that I think that anyone in business or even the media should know. So, I th…

In today's episode, we want to cover I suppose it's a concept, but it's also a new story that we saw recently this week, whereby Disney plus up-and-coming young whippersnapper on the streaming market that's eating Netflix's. I suppose they haven't announced it, but they're suggesting that they will introduce two-tiered pricing whereby you pay less,…

In today's episode, we want to talk about the pricing story that has made the news I guess, the mainstream news media, which is not that common in the world of pricing, and that is related to dynamic pricing for concert tickets. More specifically Bruce Springsteen tickets on a US national tour and the concept that pricing for those tickets has a dy…

Today we're going to speak about Rolex watches. Rolex watches are a key topic. I suppose in pricing because they really do show the opposite of cost-plus pricing. They don't use cost-plus pricing, very much value base. Because if they did use cost-plus pricing, they would actually make much less profit than they're making today. But what brought th…

In today’s episode, we want to talk about brands. Are brands still as important in 2022 as they were maybe back in the 20th century? Notes on the time-stamped show: [00:00] Introduction [02:05] Building a brand is associated with your value management system, and it is a continuous process. [04:28] How is your brand connected to your pricing, value…

So in today's episode, we want to talk about, the concept of building an ecosystem, thinking about how it can benefit your business, and if you can sell it that way. Notes on the time-stamped show: [00:00] Introduction [01:24] How pricing can be utilised to build new and stickier business models that customers find difficult to leave. [04:53] Busin…

In today’s episode, we discussed what are the pitfalls of seeking a pricing tool to run B2B pricing. Notes on the time-stamped show: [00:00] Introduction [01:06] Joanna argues that without a great pricing framework and architecture, businesses cannot expect optimal outcomes from automation. [03:31] The field of pricing have two approaches to techno…

In today's episode, we want to do, I suppose a little bit of value discovery, which is a topic we discuss when we get into value-based pricing and what you can charge more for. What is the value-added to your business? Often you hear we are Australian owned, we are Australian based Australian owned and managed. And the question is, is being Austral…

This is the last episode before the Easter school holidays in Australia. So, pricing college is not out for the summer. It's not out. We continue with our podcasts as we know how vitally important it is for you to get your pricing info. In today's episode, we want to cover the press recently, and anybody involved in B2B and B2C will be looking at s…

In today's episode, we are going to discuss the importance of value-based pricing during inflation. In today's episode, we are, I suppose, going to address the big elephant in the room, which is massive cost increases and massive inflation. On a scale, I think people thought we would never see it again. I read this morning that inflation is at a 30…

In today's episode, we're looking at SAAS pricing and tiered pricing - the good-better-best option. What is the impact of tiered pricing on market segmentation and consumer behaviour? In today's episode, we are surfing the web. We are joining the information superhighway. We're looking at, I suppose the very common method that pricing is shown on m…

Today's episode will be probably a little bit different than usual, as we're going to discuss a new project here at Taylor wells, which we are launching. I suppose, to some extent we've already done a soft launch of it with particular customers. That is our project called Value culture. I let Joanna speak in a minute. But I think just a brief intro…

In many of our podcasts, we talk about value-based pricing. How it is the best thing since sliced bread and how everybody should be doing it, or moving towards it. But in today's podcast, we're going to answer a question we received and that is, can value-based pricing go wrong? So the simple answer here is yes, it can go wrong. I'll give you some …

If you are an avid listener to our regular appointments or regular podcast you may be wondering where we were over the last month or two. The answer is we were too busy with Taylor Wells to record a podcast. So I don't know how you coped without us and all our grid pricing information. So here we are back today. We are covering the typical question…

In today's episode, we are going to answer a listener's query which was about companies traditional B2B businesses switching from selling components or machinery to more of equipment as a service system whereby equipment machines etc, whatever it is, is provided on a monthly or weekly or whatever basis it is almost like a joined-up solution. Sounds…

In today's episode, we want to cover. I suppose we just passed Black Friday last week and I believe Cyber Monday was Monday. I'm sure of my age but I was never aware of these concepts when I was younger but now in retail and especially online retail, they are extremely prominent. So today we want to look at the pros and cons, the good things and th…

In today's episode, we want to talk about something that is probably more common than we'd like to admit. A scenario where a procurement team says show me your costs, I want to see your cost so we know that you're not charging too much. So what do you do? Do you show them the costs? or do you in some way fluff around the topic and try and avoid tha…

In today's episode, Joanna and Aidan discuss retail therapy for the upcoming Christmas season and Black Friday. It’s that time of year where we approach Black Friday, and of course the Christmas shopping season. So in today's podcast, we want to take a bit of retail therapy and ask, Will people in a retail environment be prepared to pay a bit more?…

In today’s episode, Joanna and Aidan discuss the return of inflation and how it impacts the price rise strategy in 2021. Inflation affects businesses and consumer purchasing power In today's episode, we want to cover something that has been in many news articles in one way or another and that is I suppose the return of inflation which was a monster…

In this episode of Pricing College - Joana and Aiden talk about the Mercedes Benz fixed pricing model. What it is and how they’re going to execute this in the Australian Market? Hello and welcome to pricing college with your hosts Aidan Campbell and Joanna Wells. You may have noticed that this is our first podcast in quite a while and you might be …

This time on BEB: I'm joined by copywriter Judith Rafferty from Fruition Ventures. Judith has dropped by to help us shed some light on Tone Of Voice (ToV), so we’re better equipped to create great content. Here were my three favourite talking points: Should we emphasise our quirks? > (4:12) Is it tougher to get content ‘right’ nowadays? > (6:21) Fi…

This week on BEB: I'm joined by a couple of friendly faces from the local networking scene. Photographers Lincoln Roth and Perrin Read kindly took the time to tell us why we should opt for tailored photos over stock photography. Here were my three favourite talking points: Is it important to keep things simple? > (11:57) Is it ever ok to use stock …

This week on BEB: I'm joined by familiar face and collaborative enthusiast Aidan Campbell—Brand and Marketing Consultant, Brand Manager, Specialist, and Strategist. Aidan decided to take a brief break from networking to tell us all about Brand Management. Here were my three favourite talking points: Is being cheap a good strategy? > (4:50) The illu…

In this episode of Pricing College - we take a look at the world of cigarettes and ask what the Marlboro man can tell us about marketing now he is basically banned. We look at the tax collection role cigarette companies now play. In today's episode, we're going to salute that time-honoured Aussie tradition of having a cigarette break. I think it's …

In this episode of Pricing College - we discuss the new Aussie Federal Government plan to boost domestic tourism by subsidising flights by 50%. We discuss is price the major driver of tourism nowadays in a post Covid world - or is it the rationale expectation that your vacation will be ruined by State Governments locking down cities and closing bor…

This week on BEB: I'm joined by the very polite and friendly Abigail & Chloe Baldwin—founders of the creative studio Buttercrumble. Abigail and Chloe dropped by to tell us all about how we can Communicate Well To Family Audiences. Here were my three favourite talking points: Why Businesses exist... > (15:25) Company partnerships and shared vision. …

In this episode of Pricing College - we discuss what impact a cashless society will have on pricing. Will it mean less focus on budgets and costs, will people spend more or less - and what businesses and industries stand to benefit. In today's episode, we want to discuss the movement to a cashless society. What that will mean for business, for cons…

In this episode of Pricing College - we discuss why so many companies do not practise or invest in value based pricing. We discuss that value based pricing is difficult but very rewarding - and explain that many companies are not developed enough to truly pursue this systematic approach. In today's episode, we want to ask the question, why do some …

This week on BEB: I'm joined by the very international and interesting Johnny Pawlik—branding, marketing and strategy expert. Johnny is kind enough to take time out of his busy schedule to tell us all about Bad Branding In New Markets. Here were my three favourite talking points: Bad Branding In New Markets. > (0:30) What should listeners do to avo…

In this episode of Pricing College - we look at the recorded music industry and the pricing model. We discuss Spotify and what a lack of live concerts is doing to revenues in the Covid restrictions era. What can bands and artists do? This episode is about recorded music. The business and pricing model in the recorded music industry. Interestingly, …

This week on BEB: Design professional and tech entrepreneur Simon Glenn joins me to tell us all about Approachable Authority. Here were my five favourite talking points: What is Approachable Authority? > (0:43) The design is not for you. > (8:07) Keep your message short, clear and concise. > (13:24) Meeow's origin story. > (30:23) What were your co…

In the first episode of 2021 - we discuss cruise ship promotions in early 2021. Clearly given the continuing restrictions on everyday life in 2021 -whether you will ever sail on that cruise is doubtful - and if you do - will it be the way you remember? Aidan and Joanna discuss promotions, overbooking, revenue management and if people are just buyin…

This week on BEB: Branding expert Clare Froggatt joins me to explain why branding is like an iceberg. Here were my five favourite talking points: Why Branding is like an iceberg > (0:24) Content is king and consistency is queen. > (18:20) Why Lego? > (19:55) Some businesses don't need branding. > (23:28) Is success tied to self-development? > (27:4…

This week on BEB: Graphic Designer and illustrator Christina Testana joins me to talk about emotional connections. Here were my five favourite talking points: Branding is the recipe you need to make an emotional dish. > (2:59) Christina's biggest brand discovery this year. > (8:13) Why you want your audience to relate to you. > (15:19) Why you shou…

This week on BBB: Brand video professional and proud videonerd Nick Raeburn joins me to talk about storybranding. We had a brilliant chat, and these were my favourite five talking points: Reasons to be like Marmite. Building relationships before selling. Is it ok to shout about what you do? The best way to find out what your audience wants. Social …

This week on BBB: Brand Photographer Doug Banks joins me to chat about brand-led photography. We have a great chat about: What Brand Photography is The benefits of Brand Photography How it brings about tranformative change What is brand? Doug's thoughts Is it worth small businesses investing in branding? The difficulty of selling without trust The …

In this episode of Pricing College we stray into an area we do not look at - asset pricing. House prices are one thing most people have a view on. We discuss how changing interest rates - really reflect lifetime cost of ownership and payment terms - and what value based pricing can tell us about it. If there's one thing people love discussing in th…

In this episode of Pricing College - Aidan and Joanna discuss the common psychological scenario - where the seller says thank you - and sometimes in a B2B environment - the procurement team almost seek to grandstand over the seller. Does the seller view the customer as a boss? Is there a power dynamic at play here? What can we learn from a pricing …