A Startup Founder's Guide to Product Pricing
Apr 13, 2020•52 min
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Episode description
Ok Founders, time to put on your smarty pants hats and sharpen your pencils because our guest, Troy Wendt, is going to raise your founder game exponentially!
Troy has been a growth consultant since 2010, and is passionate about predictive modeling that drives revenue growth. His work includes business modeling, metrics, pricing strategy, process development, dataset design, and cross-functional revenue growth optimization.
Prior to founding Bell Rock Consulting, Troy led product management, sales operations and growth at Aruba Networks from $6M to $100M+ in revenue and IPO. In 2016, Aruba was acquired by HP for $2.7B.
He previously managed Cisco’s largest product line during hypergrowth as product family revenues grew from $500M to $3B annually in 3 years. Troy has also worked in corporate marketing at Intel, and designed information systems at Accenture.
You'll want to take notes because Troy drives us deep into pricing concepts using "back of the napkin, bottoms up" tactics to identify an Average Selling Price for your product(s), beginning with these powerful questions:
* What is your market and who are your customers?
* What is the value of your product?
* What are the components of your value
* Getting the numbers to quantify the value
* Customer segmentation
* Axis for pricing
Then Troy dives into:
* Pricing levels
* Pricing architecture
* Pricing elements
Feeling smarter? I know I am! And I love how Troy spotlights "founder intuition."
Please click this link to learn more about Troy and his work at Bell Rock Consulting:
https://www.bellrockconsulting.com/
Follow and engage with Troy via:
Twitter: https://twitter.com/troywendt
LinkedIn: https://www.linkedin.com/in/troywendt/
Subscribe to Troy's blog here:
https://www.bellrockconsulting.com/blog
Here's a link for the book Troy mentioned - The Pathfinder: https://amzn.to/3b8dd30
Watch my "How to Calculate the LTV/CAC Ratio" here:
http://bit.ly/LTVCACRatio
If you’d like to receive an alert whenever I post a new episode, please follow the Startup Life Show wherever you listen to podcasts, including: Stitcher, Spotify or Apple/Google Podcasts… and let’s connect on social media! You’ll always find me hanging out at my favorite social media bar – Twitter! https://twitter.com/AndeLyons
To receive an alert for my live shows, please join my Meetup group here: https://www.meetup.com/Startup-Life-LIVE/
Do you have a startup story you’d like to share on the Startup Life Show podcast? Please reach out to me via email – [email protected].
You'll find tons of curated DIY startup advice on my YouTube Channel Andelicious Advice: https://www.youtube.com/user/AndeliciousAdvice and please subscribe to my bi-monthly newsletter, Let’s Stick Together -> http://bit.ly/AndeliciousNewsletter
Do you need a pitch deck reviewed? I've raised millions from VC and thousands from Angels... and I'm a co-host of a monthly pitch event in Boston. I can make sure your deck is ready for investors and a pitch event. Click this link to learn more:
Troy has been a growth consultant since 2010, and is passionate about predictive modeling that drives revenue growth. His work includes business modeling, metrics, pricing strategy, process development, dataset design, and cross-functional revenue growth optimization.
Prior to founding Bell Rock Consulting, Troy led product management, sales operations and growth at Aruba Networks from $6M to $100M+ in revenue and IPO. In 2016, Aruba was acquired by HP for $2.7B.
He previously managed Cisco’s largest product line during hypergrowth as product family revenues grew from $500M to $3B annually in 3 years. Troy has also worked in corporate marketing at Intel, and designed information systems at Accenture.
You'll want to take notes because Troy drives us deep into pricing concepts using "back of the napkin, bottoms up" tactics to identify an Average Selling Price for your product(s), beginning with these powerful questions:
* What is your market and who are your customers?
* What is the value of your product?
* What are the components of your value
* Getting the numbers to quantify the value
* Customer segmentation
* Axis for pricing
Then Troy dives into:
* Pricing levels
* Pricing architecture
* Pricing elements
Feeling smarter? I know I am! And I love how Troy spotlights "founder intuition."
Please click this link to learn more about Troy and his work at Bell Rock Consulting:
https://www.bellrockconsulting.com/
Follow and engage with Troy via:
Twitter: https://twitter.com/troywendt
LinkedIn: https://www.linkedin.com/in/troywendt/
Subscribe to Troy's blog here:
https://www.bellrockconsulting.com/blog
Here's a link for the book Troy mentioned - The Pathfinder: https://amzn.to/3b8dd30
Watch my "How to Calculate the LTV/CAC Ratio" here:
http://bit.ly/LTVCACRatio
If you’d like to receive an alert whenever I post a new episode, please follow the Startup Life Show wherever you listen to podcasts, including: Stitcher, Spotify or Apple/Google Podcasts… and let’s connect on social media! You’ll always find me hanging out at my favorite social media bar – Twitter! https://twitter.com/AndeLyons
To receive an alert for my live shows, please join my Meetup group here: https://www.meetup.com/Startup-Life-LIVE/
Do you have a startup story you’d like to share on the Startup Life Show podcast? Please reach out to me via email – [email protected].
You'll find tons of curated DIY startup advice on my YouTube Channel Andelicious Advice: https://www.youtube.com/user/AndeliciousAdvice and please subscribe to my bi-monthly newsletter, Let’s Stick Together -> http://bit.ly/AndeliciousNewsletter
Do you need a pitch deck reviewed? I've raised millions from VC and thousands from Angels... and I'm a co-host of a monthly pitch event in Boston. I can make sure your deck is ready for investors and a pitch event. Click this link to learn more:
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