Setting Profitable Prices, + Website: A Step-by-Step Guide to Pricing Strategy--Without Hiring a Consultant

210 Pages·2013·3.02 MB·English

by  Jensen

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Additional Praise for
Setting Profi table Prices
“You only need this workbook if you want to make more “This is great! Finally a practical user-friendly guide to pricing
money.” that I can use with my clients and students. The worksheets are
valuable analytical tools that yield straightforward results that are
— William M. Turnoff , CPA easy to understand. We needed this!”
— Mary Anne Holley , Entrepreneurship Professor,
“This workbook presents a fast way for entrepreneurs to set
Baruch College, CUNY
prices that will increase their chances for success. Entrepreneurs
can ’t aff ord to leave money on the table, and the step-by-step
models in this book will help prevent just that. Dr. Jensen runs “I wish I had been able to use this workbook when I started my
a nano-incubator for new businesses at our Center. Now you fi rst business years ago. I ’m sure I could have made more money!
can have her practical, easy-to-follow advice on pricing for your Reading this book is just as important as developing a sound
own new products or services.” business plan. I will defi nitely use her concepts in my courses
on marketing.”
— Dr. Cori Myers , Director, Haven Entrepreneurial
Leadership Center — Donna Coehelo , Marketing Professor, WCSU
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SETTING PROFITABLE PRICES
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SETTING PROFITABLE PRICES
A Step-by-Step Guide to Pricing Strategy—
Without Hiring a Consultant
Marlene Jensen
John Wiley & Sons, Inc.
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Cover image: © iStock Photo/RUSM
Cover design: Paul McCarthy
Copyright © 2013 by Marlene Jensen. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic,
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Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best eff orts in preparing this book, they make no
representations or warranties with respect to the accuracy or completeness of the contents of this book and specifi cally disclaim any implied
warranties of merchantability or fi tness for a particular purpose. No warranty may be created or extended by sales representatives or written
sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional
where appropriate. Neither the publisher nor author shall be liable for any loss of profi t or any other commercial damages, including but not
limited to special, incidental, consequential, or other damages.
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Library of Congress Cataloging-in-Publication Data:
Jensen, Marlene.
Setting profi table prices : a step-by-step guide to pricing strategy—without hiring a consultant/Marlene Jensen.
p. cm.
Includes bibliographical references and index.
ISBN 978-1-118-43076-7 (paper/website); 978-1-118-50266-2 (ebk); 978-1-118-50245-7 (ebk); 978-1-118-50273-0 (ebk)
1. Pricing. I. Title.
HF5416.5. J46 2013
658.8'16—dc23
2012037688
Printed in the United States of America.
10 9 8 7 6 5 4 3 2 1
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Dedication
This book is dedicated to my brother Harold Fann (1954–2008).
In 2005 we launched a two-person e-book company, where I did the marketing and he
did the design (books and web sites).
No-Cost Home Business Startup Plan
Our fi rst book— —failed spectacularly, but
when I switched to writing e-books about pricing and Harold wrote e-books about web
site design, our company fl ourished.
After his surprise death from a heart attack, I learned how much of the enthusiasm and
love I felt for the company was really enthusiasm for working with him and love for him.
I still miss him terribly.
I thank him for getting me started writing about pricing—and for making it fun!

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