I have not yet finished Blue Ocean Strategy. I will explain why when I post my review.
I have, however, received a pricing question and have written an answer. Enjoy.
Q: What about companies that have a market constraint and use S-DBR?
A: For companies that have a market constraint, I still recommend that they strategically place an internal limiting resource (control point) and use this strategic constraint to determine pricing and product mix.
We find that there is huge variation (+/- 50%) in pricing amongst and between competitors. So determining what is competitive is even a challenge. We use catalogs, industry studies, etc to help with this determination when those are available. Most of the time, we don’t have this information, so we use the technique we were all taught (TVCs + allocated OE + reasonable margin = price). We then ask our prospects/customers by how much did we miss the order or how far off was our closest competitor. Purchasers don’t typically tell us what the other prices were, but they will tell how by what % we missed it or got it.
How/when you modify pricing (in my opinion) depends on the type of offer you have. If you have an offer where you get premium pricing (like the Rapid Response mafia offer) you need to ensure that your standard price (at standard lead-time) is competitive because no one will pay a multiple of a price they perceive to be too high. We have had some situations with this offer where the standard price was not attractive to us (low T/CU) but we needed to offer this product to get the higher T/CU products. In that case we raise the price as much as we can but to still be considered competitive and then we also increase the standard lead-time. So, if we don’t like the price, but it is competitive, we increase the lead-time.
If we are dealing with a VMI type mafia offer than we typically start by matching the current pricing (assuming it is competitive a close to our target T/CU) then getting an increase after proof of concept. We have been successful at getting 2 to 12% increase.
When we consider increasing prices we take into account: T/CU of the product, total $T of the product, weighted average T/CU for the customers buying this product, and total $T for the customers buying this product. If we lose the sales of the product or sales of an entire client we need to understand by how much our T will go down.
Here’s to maximizing YOUR profits!
“Dr Lisa” Lang
P.S. The next mafia offer boot camp is August 29, 30, 31 in Denver or schedule a private one at your place, on your time frame! https://www.scienceofbusiness.com/mafia-offer-boot-camp/ We’re coming to New Zealand and Australia for boot camps in December!
P.S.S. Check out our new Theory of Constraints Pricing Project! https://www.scienceofbusiness.com/consulting-services/theory-of-constraints-toc-pricing-project/
Purchase Dr Lisa’s book, Achieving a Viable Vision: https://www.scienceofbusiness.com/by-dr-lisa-lang/achieving-a-viable-vision-book-cd/
By Dr Lisa Lang