How To Price Your Digital Startup Product
A study shows how startups can pick the best-suited pricing model for their users.
Manish Gangwar
Associate Professor of Marketing and the Executive Director of ISB’s Institute of Data Science (IIDS). He specialises in advanced analytical methodologies, including machine learning, econometrics, data science and game theory. His research covers competitive promotions, omnichannel retail, dynamic pricing, and the use of AI in marketing.
Video Summary
How should startups price the digital products they sell? Should they charge users a fixed monthly fee, or make them pay every time they use the service? In this episode of The Big Picture, Professor Manish Gangwar, draws from his co-authored research and explains when to use each pricing model. He explains that the right choice depends on how often people use the product, the value they derive from it, and how confusing the pricing seems to them. The research helps startups choose a pricing strategy that’s simple, effective, and right for their customers.
Authored by ISB Editorial