How the pricing questions were rank ordered?

Here is how the rank ordering of the pricing questions came about. The final ranking is based on  the total score which is a weighted calculation of how the individual questions were ranked by each respondent.  So if more people ranked “What is product” as first question it will have higher weight and hence higher total score.

Question Total Score
Overall Rank
What is the product? 258 1
Who are the customers? 249 2
What is its value proposition? 238 3
What is the buying context? 211 4
What is my positioning? 191 5
How do customers make buying decisions? 186 6
What are its competition? 177 7
What are the alternatives and customer reference price? 173 8
How will I reach these customers? 171 9
What product features are relevant to different segments? 170 10
What does is cost to make it? 140 11
Do I capture value upfront or over a period (subscription)? 106 12
How many versions should we offer? 102 13
How will customers pay for this product? 101 14
Will the sales team (if you have one) accept the pricing? 46 15
Should the price end in 9? 44 16

But what does this rank order mean?

Do you start with product, then move to customer etc. down the ranks?

4 thoughts on “How the pricing questions were rank ordered?

  1. Chris
    You hit all the correct points.
    That is what happens when we look at averages – they are meaningless, especially to execute strategy.
    Next up I will show the two distinct paths that emerged from the responses.


  2. But what does this rank order mean?
    >>CH>> It means just that, of the respondents who ordered the questions . . . if you add them up as you have . . . this is what you get.

    Do you start with product, then move to customer etc. down the ranks?
    >>CH>> I think this may be useful to consider better ways to craft and prioritize the right questions to focus one’s time on answering first . . then based on the answer one would branch off to a relevant question based on that . . . a decision tree in a sense.
    >>CH>> There are likely two potential starting points which result in two separate trees (that may weave together at a common point, at some point). **One starting point example — I conceive a product/service/solution and ask: Who would value (benefit from) the outcomes this product/service/solution will produce (i.e., Who are the customers?). **The other starting point example — I identify a problem that is a barrier to a valuable or more valuable outcome . . . or an opportunity for a more valuable (beneficial) outcome . . . and ask: Can I create (or does there already exist) a product/service/solution to produce such outcome (i.e. – What is the product?).
    >>CH>> More I could say . . . just thought I’d start there.


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