The real value your offering creates for a customer, mapped in their terms rather than yours, so you can price to it rather than to your cost.
Value is what the customer gets, not what you do to deliver it. Map both the economic value, what you save them, earn them, or protect them from, quantified wherever you can, and the perceived value, the intangibles they experience. Even a rough number transforms a pricing conversation, so estimate rather than wait for perfect data.
| Value the customer receives | Roughly what it is worth to them |
|---|---|
| What you save them (time, cost, risk) | |
| What you earn them (revenue, growth) | |
| What you protect them from (loss, failure) |
A bookkeeper "does the books" for 500 dollars a month. In value terms: saves the owner ten hours a month (worth 1,000 dollars of their time), catches tax and compliance errors (protects them from thousands in penalties), and delivers peace of mind at month-end. The value delivered is many times the price charged. That gap is the point.
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