PRICING ACTIONS TO CONSIDER 22 INCREASE OR DECREASE PRICES Before changing prices 1. Segment your customers by value you provide them and value you get from them 2. You need di昀昀erent strategies for each segment a. Top Le昀琀 - Enhance value before raising prices b. Bo琀琀om Right - Raise prices c. Bo琀琀om Le昀琀 - Enhance value 昀椀rst (where possible) then raise prices (some customers will churn out) d. Top Right - Enhance value and raise prices propor琀椀onately HIGH alue to Customer LOW V LOW HIGH Value to Vendor To change prices 1. Consider adding a new pricing metric rather than just increasing the price (see next page) 2 Consider rebalancing package fencing to guide buyers to a higher priced package 3. Connect price change to new or improved func琀椀onality that provides more value Ibbaka’s Pricing Planning Guide & Checklist for 2024 November 2023