WHY CARE 4 Pricing is one of the most powerful levers you have to impact growth A 1% increase in price has more impact on pro昀椀t than a 1% increase in revenue or a 1% But pricing is o昀琀en an a昀琀erthought And most pricing moves are reac琀椀ve To use pricing to impact growth You need to plan Pricing is too important to leave to chance. Too o昀琀en, pricing is a guess based on costs or copies of a compe琀椀tor. Pricing needs to be based on a clear set of values, a coherent framework and an analysis of key data. Make planning part of the annual strategic planning process. Ibbaka’s Pricing Planning Guide & Checklist for 2024 November 2023