The Pricing Canvas™ consists of ten sections each representing a structural component of your business, product, and market. Each section will help you to design your pricing and monetization strategy using the principles of value-based pricing. The questions on the Pricing Canvas™ will provide you with a pricing process based on the outcomes, benefits, and economic impact of your offering.
Pricing Canvas™ is the best exercise to begin your pricing innovation. Get your team together and set aside at least a half-day, per week, for 12-16 weeks.
Monetize client base better
Acquire new business
Innovate your product and offer structures, seek new growth opportunities with partners and ecosystem
Optimize your value metric, align offer and pricing structures with the Value Stacks™ of different customer types
Grow market share
Innovate your competitive value profile, grow the offerings that have the most competitively advantageous cost structures
Align your pricing and cost structures, establish a margin contribution plan for each revenue stream
How does the Pricing Canvas™ work?
You can use the Pricing Canvas™ to identify the pricing structure, pricing model, and pricing window which best aligns with your key growth strategy. You can focus on each of the sections individually to execute your growth plan or complete the entire canvas and optimize your revenue model with the true dynamics of your buyers, users, and market.
" We found The Pricing Canvas Workshop eye-opening! It completely changed our understanding of how pricing should be created and controlled using process and data. Can't recommend enough."
How to make best of the Pricing Canvas™?
Get your team together
Set aside 12-16 weeks
Focus on growth
Pricing is multi-disciplinary. Get your product, marketing, sales, and finance team together.
Set aside at least half-day per week for the group and divide into smaller teams to work on each lever of focus.
First pick a growth path. Then create the pricing and monetization strategy to execute that growth path.
Request a Pricing Canvas™ Workshop
Feel free to reach out if you would like us to facilitate your cross-functional Pricing Canvas Workshop™ for you. We will work with your product, marketing, sales, finance, sales ops, and biz ops teams, and get you ready to test your new pricing design in just 4-6 weeks.