<ol><li>Why is price so important for success?</li><li>Why under-pricing is a key business error&nbsp;</li><li>Pricing 101: the basics – plus some surprises&nbsp;</li><li>Why price should almost never be ‘cost-plus'&nbsp;</li><li>Value and price: how the relationship is changing&nbsp;</li><li>Unlocking growth: would you like a bank account that pays 25% interest?&nbsp;</li><li>Doubling your price: Price as an agent of growth&nbsp;</li><li>Framing and priming: they're all around us&nbsp;</li><li>Other strategies for pricing&nbsp;</li></ol><ul><li>Can you double your price?&nbsp;</li><li>Increasing differentiation: The role of brand&nbsp;</li><li>Real price is not equal to stated price&nbsp;</li><li>Money on the table: pricing menus, on-sell and up-sell&nbsp;</li><li>Day rate vs total&nbsp;</li><li>Use bundling&nbsp;</li><li>Establishing multiple price points and pricing runways&nbsp;</li><li>Managing over-demand&nbsp;</li><li>Get premium customers to self-identify&nbsp;</li><li>Carry out experimental ‘tests' in the market&nbsp;</li><li>Using framing and priming&nbsp;</li><li>Remember to revisit price often, if not continuously&nbsp;</li></ul><p>10. On the road to success</p>

David Falzani

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