CASE STUDY: “Money, Money, Money: Pricing”


(This is a business case study. It will be used to guide discussions during the session: “Money, Money, Money: How the Paysite Pros do Billing – Pricing” with co-hosts Mitch and Thierry of Vendo at the Paysite Meetup.)


Steve was in Central Park. Having a beer. He had just visited the Apple store. He was at the Plaza Hotel and looking up at Trump Tower. Steve’s feelings about that tower and that guy were…complicated.

He paid his bill. $12 for a beer. It was a Budweiser, King of Beers, but still… “Well, that’s New York,” he thought and started walking along the east side of the park north.

After a few hours Steve sat down again, at the other end of the park, for another beer. It was a hot day and the cold beer felt great.

A lot had changed on the walk. There weren’t so many tourists. The buildings didn’t look so nice. The cars were cheaper. And that fresh Budweiser in his hand? It cost Steve $5. It was about 40% of the price he had paid a short walk ago.

As he rested his legs he asked himself questions about how he set prices for his site, which he liked to call, King of Sites.

3 Questions:

  1. First of all, what is the best price for my products? Could it be different for each person?
  2. How do I know I have the right price?
  3. Do customers complain when they see different pricing?

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