The Price Code
How to Price Products, Services & Offers for Profit
Most founders set their price in ten minutes, then spend years making that number come true. The Price Code gives you six checks, in order: the floor, the ceiling, the method, the shape, the move and the guard. Twenty-six chapters, each opening with a true story.
This book, $2.50Print-size and phone-size PDF.Buy now
In a 4-book pack, $6Build, Price and Survive: four books for $6 instead of $10.Get the pack
Everything, $15All 10 books, every Practice Lab, Calculator and Workbook.Get everything
What you get
1
The book, in two editions
A print-size edition (203 pages) and a phone-size edition (342 pages), both as PDF. 26 chapters.
2
The Pricing Calculator
Sixteen tools: cost sheet and break-even, markup against margin, an hourly rate that pays, rise or cut, discount check, channel waterfall, platform commission, test sizer and more.
The $2.50 is the book alone. The tools above come with Everything ($15), which also includes all 10 books.
Inside the book
26 chapters.
Part One · The Numbers
- 1One Percent of Price
- 2What One Unit Really Costs
- 3Margin, Markup and Break-Even
- 4The Floor, the Ceiling and the Room Between
Part Two · The Five Ways to Set a Price
- 5Cost-Plus: The Simplest Price, and Its Trap
- 6Competitor-Based Pricing: Follow, Match or Break Away
- 7Value-Based Pricing: Charge for the Result
- 8Start High or Start Low: Skimming and Penetration
- 9Share First, Profit Later: The Patient Price
Part Three · The Shape of the Offer
- 10Channels: Every Hand Takes a Slice
- 11Pack Size: When the Price Stays and the Product Shrinks
- 12Services and Subscriptions: What to Charge Per
- 13Free: The Most Expensive Price You Can Set
- 14Premium and Tiers: Good, Better, Best
- 15Platforms and Commissions: When Someone Else Sets Your Margin
- 16Luxury and Scarcity: The Price You Refuse to Cut
- 17Place: The Same Product, Different Prices
Part Four · Moving the Price
- 18Segments and Fences: One Seat, Many Prices
- 19Dynamic Pricing: Prices That Move by the Minute
- 20Reference Prices: Why a Price Is Judged by Its Neighbour
- 21Testing a Price Without Burning Your Customers
- 22Raising Prices on People Who Already Pay You
- 23Discounts: The Most Expensive Way to Get a Customer
Part Five · The Dangers, and Your Price Sheet
- 24Price Wars: When Everyone Cuts and Nobody Wins
- 25The Lines You Must Not Cross
- 26Your Price Sheet