This episode draws on the teachings of Dr. Michael H. Morris from a graduate school class to provide a comprehensive overview of revenue models and pricing strategies for businesses. We cover various topics such as contribution margin income statements, the creative use of price as a variable, and alternative pricing strategies beyond cost-plus formulas. The talk emphasizes the importance of understanding price objectives and considerations, including customer segmentation and competition, in developing a successful pricing strategy. We also provide practical examples and insights into pricing structures such as bundling, unbundling, and loyalty schemes, which can help businesses maximize value and profitability. Ultimately, we drive home the importance of delivering value to customers and avoiding price competition.

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