Can you defend your pricing niche against your competition?


This week, we continue our series on marketing and positioning. There can be nothing more important in your business planning that selecting the proper pricing niche, making your story clear using that niche, and the defending your position against the competition.

Real Startups Never, Ever Discount Their Prices


Avoid a simple pricing mistake which could sink your startup. The rewards are in the form of co-marketing dollars and commission spiffs. Vendors often respond by discounting their prices at the 11th hour, in the hopes a lower price will spur a purchase.

Competitive Intelligence

SoCal Tech Calendar

Tuesday, March 20, 2012 -- Competitive Intelligence: 007 Market Intel. Your mission, should you choose to accept it, is to estimate market size, competitive market share, how many potential customers are there, and price points. Just who is doing what in the market? This interactive session will address methods of uncovering market information when there simply aren't any established sources or published reports.

What Entrepreneurs Should do about Price Fixing

Both Sides of the Table

They might not actively “collude&# and say “let’s collectively keep the price down&# but in the resulting discussion pricing information will flow – whether intentional or not. Have you looked at competition? How well financed is the competition?

The Best Entrepreneurs Are Hyper Competitive & Hate Losing

Both Sides of the Table

Competitiveness - One attribute that I believe most VCs look for in entrepreneurs is competitiveness. If you stumble on to a really good idea believe me it will get competitive really quickly. This competitive streak paid off. Vente Privee already had market power.

Startup Pricing: Are You Selling A Giffen Product?


In his premier film appearance in the blaxploitation send-up “I’m Gonna Git You Sucka,” Chris Rock inadvertently addresses a key pricing challenge faced by most entrepreneurs. Watch this 93-second clip and see if you can identify the pricing pitfall addressed in this humorous snippet.

How You May be Signaling Price without Knowing It

Both Sides of the Table

This is extra frustrating in an era in which all you read about is how frothy the VC / funding market is these days. Obviously the diagnosis can have many route causes: Sometimes it’s a question of a market that is less sexy than the current VC fad.

Your Product Needs to be 10x Better than the Competition to Win. Here’s Why:

Both Sides of the Table

He said it was better than the Yellow Pages because he would provide pricing transparency. they can build teams that really focus on building & marketing great products. Last night I had the great privilege to interview Bill Gross , one of the Internet’s true pioneers.

Pick your pricing niche carefully. Defend it.


They are: Price. Companies that compete on price rarely compete against others who emphasize service or quality. Internet resellers have a better chance to combine price and quality than those with much more fixed overhead occupying a bricks-and-mortar physical presence in the community. Some examples: Wal-Mart is known for lowest prices, often for identical merchandise found in other stores for more.

Pharmaceutical Price Controls Might Be Closer Than You Think


Amid the hue and cry over the Mylan EpiPen pricing debacle , Hillary Clinton unveiled her “ Plan to Respond to Unjustified Price Hikes for Long-Available Drugs. ” Clinton’s plan calls for “dedicated oversight to protect consumers.” Clinton proposes to combat “unjustified price hikes.”

More Drama on the Cloud Price Wars Front

Tech Zulu Event

Perhaps it should come as no surprise that the cloud price wars have flared up once again. After taking a brief hiatus amidst nervous tensions, competition between cloud computing vendors has reached a fever pitch in the past month.

Using Technology to Realize a Competitive Advantage

Tech Zulu Event

Computers and the Internet have now brought in a new era that relies on data to make profitable business decisions in the competitive environment. Below is a full explanation of how small businesses can leverage technology to earn a competitive advantage in the marketplace.

Bio Roundup: Rare Disease Showdowns, Prices on TV, Dealmania & More


The market for drugs for rare or “orphan” diseases continues to grow. The field has gotten so competitive that multiple products are on the market for some diseases. Patients with the rare, debilitating transthyretin amyloidosis had no marketed. An April report from Evaluate Pharma predicted sales of orphan drugs to rise 12 percent a year between now and 2024, when they will account for an estimated 20 percent of worldwide prescription drug sales.

TrueCar Names Dealer Marketing Head


Santa Monica-based TrueCar is continuing to bolster its links to automotive dealers, as it looks to improve its relationship with the auto dealer industry, saying this morning that it has named Paul Edmonds as Senior Vice President of Dealer Marketing and Opeartions. TrueCar has been in a big push this year to become more friendly to automotive dealers, many of whom have had a highly adversarial relationship with the company, due to its focus on price transparency and pricing competition.

Understanding the Underbelly of Online Marketing & Why You’ll Lose if You Don’t

Both Sides of the Table

But being best-in-class at online marketing is also a sine qua non to standout from your peer group. The starting point of product IS marketing, which is what a lot of young entrepreneurs that never studied business don’t realize.

If You Don’t Define Your Personal Brand the Market Will

Both Sides of the Table

It is simply the most important way to proactively control your career development and how the market perceives you. That was fine with me – the market is the market. That was the market. I knew that if I didn’t define myself the market would.

What Do LPs Think of the Venture Capital Markets for 2016?

Both Sides of the Table

At the Upfront Summit in early February, we had a chance to have many off-the-record conversations with Limited Partners (LPs) who fund Venture Capital (VC) funds about their views of the market. 68% of LPs surveyed expressed caution that the late-stage part of the market is over-valued.

Bio Roundup: Medicare Drug Prices, FDA Moves, Gene Therapy News & More


First is Alnylam Pharmaceuticals, which has spent 16 years and over $2 billion to try to bring an unproven form of medicine, RNA interference (RNAi), to market. Two imminent FDA rulings on two separate drugs aren’t just noteworthy for the patients they’ll help, but the long and winding road their developers have taken to get to this point.

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What I learned from losing a million…Market knowledge comes FIRST.


Know your market and competition, or don’t spend a dime on anything else. I have stated previously that I love absolutes – statements with no wiggle room for gray-area responses. There is no competition.”

Ted Dhanik | Engage:BDR, LA Tech & the Marketing Scene

Tech Zulu Event

We talked to Ted Dhanik, the founder of Engage:BDR, about his company and the future of marketing. I moved in marketing for NextTag and I was part of the team that launched consumer lending products. Entegrate, is the opposite of performance marketing.

Bio Roundup: Drug Pricing, Cystic Fibrosis Showdown, Myovant & More


THIS WEEK IN DRUG PRICING…. —A coalition of investors pressed drug makers to justify price increases. The group filed shareholder resolutions with 11 companies and cited a Kaiser Family Foundation poll that cited Americans’ concerns over drug prices. The drug system went off the market in 2015, leaving Mylan’s EpiPen without competition and setting the stage for the furor over Mylan’s price hikes.

Be a Unicorn: The Ultimate Guide to Marketing Your Startup Like a Pro

Tech Zulu Event

Marketing your startup can be one of the most daunting tasks an entrepreneur faces on their journey to world domination. Marketing, however, is not always about what we as consumers need, but what we deeply desire. and magic is at the heart of the very best marketing.

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Five ways to make your company stand out.


There are five niches you can chose when defining your positioning strategy: price, quality, service, innovation, and elegance. Me too” positioning is lost in the noise of today’s targeted marketing and corporate reach through inexpensive, but effective, use of Internet marketing.

Jumping into the App Game | Making Apps The Market Wants!

Tech Zulu Event

Or do you toss your hat into the ring with an already existing concept, making a clone in hopes to snatch away market share? Why you’re looking to join the app race dictates how you should approach the market. If it’s in a niche market, that’s even better.

Bio Roundup: Generic Drugs Graft, ASCO Ahead, ElevateBio Rises & More


During his tenure as FDA commissioner, Scott Gottlieb often spoke about generics as a market force that could help tame climbing drug prices. A lawsuit is now claiming that many top generic drug makers routinely conspired to avoid competition. In a more than 500-page complaint filed in federal court in Connecticut, 44 states allege that 18 generic drug companies divvied up the market so each one had a “fair share,” and then agreed to keep.

Boy! If I had only learned this before spending a million!


Know your market and competition, or don’t spend a dime on anything else. Well, here is one of those, and it deals with market research first and foremost. Here’s where some intelligent market research might have saved the company and my investment.

The Amazing Power of Deflationary Economics for Startups

Both Sides of the Table

It’s true that I have a functional focus on three areas: Performance-based marketing, digital television and mobile computing. If that bond isn’t there or if it feels like I’m in a bidding process for the highest price, I might as well be Wells Fargo.

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When Your Startup Business Plan Needs to Be Revised

Tech Zulu Event

1) Your market has changed. Whether due to technological, regulatory, or competitor driven factors, key market dynamics you envisioned when you came up with your idea, did your research and developed your business plan, no longer apply.

What Would Happen if you Built the Reverse of Amazon? It Might Look Something Like This …

Both Sides of the Table

Today’s $24 billion storage market in the US has these same key disadvantages and that was the genesis of Sam Rosen’s initial idea for MakeSpace , which I initially funded 15 months ago. Tech Market Analysis Upfront Ventures makespace Amazon.

When Should You Allow Exclusivity in Deals?

Both Sides of the Table

As the desk-based Internet emerged it was initially sold through telecom carriers (after players like AOL and EarthLink innovated the market). A large, wireless carrier (AT&T) was willing to break it’s traditional rules in order to get access to innovation that it believed (correctly) would help it to sell more contracts and win more market share against its primary competitor (Verizon). Sales Tech Market Analysis

Some Thoughts about Selling at Startups

Both Sides of the Table

My list of excuses includes: product, pricing, competition and lack of sales support. In my post I specifically talked about the integration of marketing and sales. Marketing job in working with sales people is twofold: A. Sales & Marketing Advice Startup Advice

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Should Startups Focus on Profitability or Not?

Both Sides of the Table

When they look at buying your company they often think in terms of “how long will it take until I earn back the profits to pay for my acquisition price?” If you have a market lead then raising capital and making investments now will help you as others enter the market.

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How to Talk About Valuation When a VC Asks

Both Sides of the Table

VC firms see thousands of deals and have a refined sense of how the market is valuing deals because they get price signals across all of these deals. A second thing a VC may be trying to determine is whether your last-round valuation was significantly over-priced.

Understanding How The Innovator’s Dilemma Affects You

Both Sides of the Table

The framework of his book has profoundly altered how I think about the technology market and affects how I thought about building my businesses and how I think about investing in venture capital. Let’s start with the incumbents position in a market.

Improving Sales: The Excuse Departement is Closed

Both Sides of the Table

I’ve started writing up some of those sales & marketing lessons and I plan to continue to build that section out over time. They like a solid product, well defined pricing, good references to sell against, a clear quota and well defined competitors.

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