NOTES: Webinar: Product Pricing Principles by fmr Disney Product Manager

--- title: "NOTES: Webinar: Product Pricing Principles by fmr Disney Product Manager " image: https://i.ytimg.com/vi/SSbxRx4RAhI/hqdefault.jpg tags: PM, Note, Product School GA: UA-165294171-1 --- # [Webinar: Product Pricing Principles by fmr Disney Product Manager][1] <div style="text-align:right;">Speaker: Sreetham Das</div> [//]: # (LINKS) [1]: https://www.youtube.com/watch?v=SSbxRx4RAhI "Watch on YouTube" ## How to create a price structure [[00:54]][2] - Price differently for different customers to maximize value. - Price based on user needs, not features. :::info **One Time Purchases V.S. Subscription** - In-app subscriptions contribute to 96% of spend in non-gaming apps (App Annie 2020 Report) - Subscriptions allow a reliable source of renewable revenue and a longer term relationship with customers - Offer two types of subscription to shift focus from "Do I want a subscription?" to "Which subscription do I want to buy?" ::: [//]: # (LINKS) [2]: https://www.youtube.com/watch?v=SSbxRx4RAhI&t=54s "Watch on YouTube" ## Understand How People Buy [[08:19]][3] ### The Power of Free [[08:32]][4] - Free trials allow users to enjoy the benefits of a subscription with little risk - Allow users the ability to try a paid feature to hook them :::info **Fun Fact** ==People are most likely to pay within your app immediately after downloading.== ::: ### Social Proof & Urgency [[11:36]][5] - Share customer testimonials or number of purchases to help validate the quality of your product - Share remaining inventory to drive action - Offer limited time deals (such as at sign up) ### Fairness [[13:41]][6] - People want to feel like they're getting a good deal >e.g. Uber surge pricing shows how much you are overpaying. - However, be careful of users just searching for a good deal :::danger ==**The only way to know for sure - TEST IT!**== ::: [//]: # (LINKS) [3]: https://www.youtube.com/watch?v=SSbxRx4RAhI&t=8m19s "Watch on YouTube" [4]: https://www.youtube.com/watch?v=SSbxRx4RAhI&t=8m32s "Watch on YouTube" [5]: https://www.youtube.com/watch?v=SSbxRx4RAhI&t=11m36s "Watch on YouTube" [6]: https://www.youtube.com/watch?v=SSbxRx4RAhI&t=13m41s "Watch on YouTube"