Pricing: High-Impact Business Strategy or Departmental Tactic?
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Is your organization’s pricing strategy focused only on the cost of admission? Developed in just one department? This 90-minute workshop, presented at the Arts Reach Canada Conference in May 2013, was designed to show leadership teams how much more there is to consider and to gain. High-impact pricing generates positive perception, improved patron loyalty, and greater revenue for every admission or seat sold. Jill Robinson, President of TRG Arts, the consulting firm that pioneered dynamic pricing and demand management in the arts, will open the session with a short quiz. You’ll evaluate your organization’s pricing approach. Then, hear how best pricing practices can earn double-digit revenue increases when your management and staff play the right roles. Take home new ideas for effective pricing leadership, decision-making, and staff team participation.
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Pricing: High-Impact Business Strategy or Departmental Tactic?
- 1. Pricing: High-Impact Business Strategy or Departmental Tactic? For Arts Reach Canadian Arts Conference May 15-16, 2013
- 2. 2 Who We Are • Results-driven, data-oriented consulting firm • 1,200 arts, cultural, entertainment clients in US, Canada, Australia • Capacity-building for sustainable, integrated patron and revenue growth • Colorado-based with regional offices across North America – In business since 1995 – Fulltime staff of 35
- 3. 3
- 5. 5 National Community Network Programs
- 6. 6 23,000,000
- 7. 7 50,000,000
- 9. 9 The Past Five Years
- 10. 10 The 2013 Challenge Integrated Patron Loyalty that creates sustainable revenue streams
- 11. 11 The 2013 Challenge The SEATED event business
- 12. 12 All Viewed Thru A-B-T VIP Access, Pricing Better access Incentives for upgrades, adds Least attractive access, most expensive, incentives to upgrade
- 13. 13 Creating Loyalty Steps: a How-To
- 14. 14 PRICING
- 15. 15 DEMAND
- 16. 16 Departmental Tactic or Organizational Strategy?
- 17. Organizational Demand Strategy Enables 1. Real growth in demand 2. Perception of success 3. Increased income for in- demand productions, exhibits, times of year 3. Increased customer loyalty 4. Improved organizational performance
- 18. How? 1. Brave leadership. 2. Patron data stewardship. 3. Understand the impact of demand. 4. Exploit the business role of artistic planning. 5. Then exploit the opportunities therein! 6. Agree that perception matters. And behave like it.
- 19. 19 Step One: Brave Leadership
- 20. How? Brave leaders: • Enable focus on most important priorities. – Question #1: ―what % of your income comes from patron sources?‖ – Stop Doing Lists • Describe and define success clearly. – What is your patron-centered objective? – Question #2: ―do you understand the business strategy in your pricing decisions and how it affects those revenue streams?‖ – Also time to consider: • Impact of silos on outcomes • Impact of budget and budgeting process (incentive) on behavior • Insist on and are involved in strategy and operations that support success.
- 21. 21 • Understood as an asset – Used for budgeting – Organizational decision-making • Accurate—do you maintain it? Standards? • Transactional—you’ll need it for pricing analysis – Subscribers – Single Ticket Buyers – Donors – Event Attendees – What else? Step Two: Patron Data Stewardship Does your organization value and use patron data?
- 22. 22 Step Three: Understand the Impact of Demand
- 24. 24 Demand Day of WeekSeasonality Time of day Programming Opening & Closing Dates Real Estate
- 25. What does this mean? • Demand’s impact on opportunity… – Revenue gain when demand exists – For trial and exposure when it doesn’t • …and on loyalty – Loyalists granted early access – Patrons not yet loyal see clearly the benefit • Timing • Access
- 26. Exploiting demand • Organizational support and focus where demand exists – Everyone on same page for real revenue gain – Purposeful management of loyalists – Non-loyal: less desirable access, pricing • Proactive and opportunistic management where it’s lower – Trial, generate awareness, creative promotion – All customers have access to great times, inventory, pricing!
- 27. 27 Step Four: Exploit the Business Role in Artistic Planning
- 29. 29 Step Five: Then Leverage the Opportunities Therein!
- 30. 30 0% 10% 20% 30% 40% 50% 60% 70% $0 $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 $80,000 North Carolina Symphony Classical Cost of Sale Summary, 2011-12 ST Rev COS Linear (COS) Exploit Blockbusters Cost of Sale Approach to Budgeting Question #3
- 31. 31 Develop a Scale Plan that Works • Performing Arts: • Manage perception and maximize income • Is your scale optimal? • Does the house naturally dress? QUESTION #4. • Are areas selling out? • In the right order? • As a performance succeeds, does per capita revenue rise? 5 3 1 A 116 115 114 113 112 111 110 109 108 107 106 105 104 103 17 15 13 11 9 7 5 3 1 B 116 115 114 113 112 111 110 109 108 107 106 105 104 103 21 19 17 15 13 11 9 7 5 3 1 C 116 115 114 113 112 111 110 109 108 107 106 105 104 103 23 21 19 17 15 13 11 9 7 5 3 1 D 117 116 115 114 113 112 111 110 109 108 107 106 105 104 25 23 21 19 17 15 13 11 9 7 5 3 1 E 116 115 114 113 112 111 110 109 108 107 106 105 104 25 23 21 19 17 15 13 11 9 7 5 3 1 F 117 116 115 114 113 112 111 110 109 108 107 106 105 104 27 25 23 21 19 17 15 13 11 9 7 5 3 1 G 118 117 116 115 114 113 112 111 110 109 108 107 106 105 104 27 25 23 21 19 17 15 13 11 9 7 5 3 1 H 117 116 115 114 113 112 111 110 109 108 107 106 105 104 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 J 118 117 116 115 114 113 112 111 110 109 108 107 106 105 104 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 K 117 116 115 114 113 112 111 110 109 108 107 106 105 104 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 L 118 117 116 115 114 113 112 111 110 109 108 107 106 105 104 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 M 117 116 115 114 113 112 111 110 109 108 107 106 105 104 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 N 118 117 116 115 114 113 112 111 110 109 108 107 106 105 104 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 O 117 116 115 114 113 112 111 110 109 108 107 106 105 104 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 P 118 117 116 115 114 113 112 111 110 109 108 107 106 105 104 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 R 119 118 117 116 115 114 113 112 111 110 109 108 107 106 105 35 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 S 118 117 116 115 114 113 112 111 110 109 108 107 106 105 37 35 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 T 119 118 117 116 115 114 113 112 111 110 109 108 107 106 105 37 35 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 U 118 117 116 115 114 113 112 111 110 109 108 107 106 105 37 35 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 V 119 118 117 116 115 114 113 112 111 110 109 108 107 106 105 35 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 W 120 119 118 117 116 115 114 113 112 111 110 109 108 107 106 A 3 1 35 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 X 121 120 119 118 117 116 115 114 113 112 111 110 109 108 107 106 B 3 1 35 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 Y 120 119 118 117 116 115 114 113 112 111 110 109 108 107 106 C 5 3 1 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 Z 121 120 119 118 117 116 115 114 113 112 111 110 109 108 107 106 D 5 3 1 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 AA 120 119 118 117 116 115 114 113 112 111 110 109 108 107 106 E 7 5 3 1 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 BB 121 120 119 118 117 116 115 114 113 112 111 110 109 108 107 106 F 7 5 3 1 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 CC 120 119 118 117 116 115 114 113 112 111 110 109 108 107 106 G 7 5 3 1 H 7 5 3 1 J 9 7 5 3 1 GrandTier Boxes K 7 5 3 1 1 2 3 4 1 2 3 1 2 1 2 3 1 2 3 1 2 3 1 2 1 2 3 4 1 2 1 L 2 1 5 6 7 8 4 5 6 3 4 4 5 6 4 5 6 4 5 6 3 4 5 6 7 8 3 4 4 3 2 1 1 2 3 2 1 1 2 2 1 1 2 2 1 1 2 2 1 3 2 2 1 1 2 2 4 5 6 6 5 4 3 4 4 3 3 4 4 3 3 4 4 3 3 4 4 3 3 4 4 3 3 9 8 7 7 8 9 6 5 5 6 6 5 5 6 6 5 5 6 6 5 5 6 6 5 5 6 6 23 21 19 17 15 13 11 9 7 5 3 1 A 127 125 123 121 119 117 115 113 111 109 107 105 103 101 102 104 106 108 27 25 23 21 19 17 15 13 11 9 7 5 3 1 B ## 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- 32. 32 TRG Case 24 22 20 18 16 14 12 10 8 6 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 3 5 7 9 11 13 15 17 19 21 23 25 20 18 16 14 12 10 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 114 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 114 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 L 214 213 212 211 210 209 208 207 206 205 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- 33. 33 Original Heat Map 24 22 20 18 16 14 12 10 8 6 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 1 3 5 7 9 11 13 15 17 19 21 23 25 20 18 16 14 12 10 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 114 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 114 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 L 214 213 212 211 210 209 208 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102 103 104 105 106 107 108 109 110 111 112 113 114 SS 301 302 303 304 305 306 307 308 309 310 311 312 313 314 SS 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 RR 214 213 212 211 210 209 208 207 206 205 204 203 202 201 RR 101 102 103 104 105 106 107 108 109 110 111 112 113 RR 301 302 303 304 305 306 307 308 309 310 311 312 313 314 RR 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 QQ 214 213 212 211 210 209 208 207 206 205 204 203 202 201 QQ 101 102 103 104 105 106 107 108 109 110 111 112 113 114 QQ 301 302 303 304 305 306 307 308 309 310 311 312 313 314 QQ 1 3 5 7 9 11 13 15 17 14 12 10 8 6 4 2 PP 214 213 212 211 210 209 208 207 206 205 204 203 202 201 PP 101 102 103 104 105 106 107 108 109 110 111 112 113 PP 301 302 303 304 305 306 307 308 309 310 311 312 313 314 PP 1 3 5 7 9 11 13 15 WCORCR 12 10 8 6 4 2 NN 214 213 212 211 210 209 208 207 206 205 204 203 202 201 NN 101 102 103 104 105 106 107 108 109 110 111 112 113 114 NN 301 302 303 304 305 306 307 308 309 310 311 312 313 314 NN 1 3 5 7 9 11 13 3 1 16 14 12 10 8 6 4 2 Z 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Z 101 102 103 104 105 106 107 108 109 110 111 112 113 Z 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Z 1 3 5 7 9 WCORCL 20 18 16 14 12 10 8 6 4 2 Y 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Y 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Y 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Y 1 3 5 7 9 1 2 3 4 5 6 7 18 16 14 12 10 8 6 4 2 X 214 213 212 211 210 209 208 207 206 205 204 203 202 201 X 101 102 103 104 105 106 107 108 109 110 111 112 113 X 301 302 303 304 305 306 307 308 309 310 311 312 313 314 X 1 3 5 7 9 11 1 2 3 4 5 18 16 14 12 10 8 6 4 2 W 214 213 212 211 210 209 208 207 206 205 204 203 202 201 W 101 102 103 104 105 106 107 108 109 110 111 112 113 114 W 301 302 303 304 305 306 307 308 309 310 311 312 313 314 W 1 3 5 7 9 11 13 15 17 16 14 12 10 8 6 4 2 V 214 213 212 211 210 209 208 207 206 205 204 203 202 201 V 101 102 103 104 105 106 107 108 109 110 111 112 113 V 301 302 303 304 305 306 307 308 309 310 311 312 313 314 V 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 U 214 213 212 211 210 209 208 207 206 205 204 203 202 201 U 101 102 103 104 105 106 107 108 109 110 111 112 113 114 U 301 302 303 304 305 306 307 308 309 310 311 312 313 314 U 1 3 5 7 9 11 13 12 10 8 6 4 2 T 214 213 212 211 210 209 208 207 206 205 204 203 202 201 T 101 102 103 104 105 106 107 108 109 110 111 112 113 T 301 302 303 304 305 306 307 308 309 310 311 312 313 314 T 1 3 5 7 9 11 12 10 8 6 4 2 S 214 213 212 211 210 209 208 207 206 205 204 203 202 201 S 101 102 103 104 105 106 107 108 109 110 111 112 113 114 S 301 302 303 304 305 306 307 308 309 310 311 312 313 314 S 1 3 5 7 9 11 12 10 8 6 4 2 R 214 213 212 211 210 209 208 207 206 205 204 203 202 201 R 101 102 103 104 105 106 107 108 109 110 111 112 113 R 301 302 303 304 305 306 307 308 309 310 311 312 313 314 R 1 3 5 7 9 11 8 6 4 2 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 1 3 5 7 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 4 2 L 214 213 212 211 210 209 208 207 206 205 204 203 202 201 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 1 3 K 214 213 212 211 210 209 208 207 206 205 204 203 202 201 K 101 102 103 104 105 106 107 108 109 110 111 112 113 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K J 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J H 214 213 212 211 210 209 208 207 206 205 204 203 202 201 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 301 302 303 304 305 306 307 308 309 310 311 312 313 314 H G 213 212 211 210 209 208 207 206 205 204 203 202 201 G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 G 301 302 303 304 305 306 307 308 309 310 311 312 313 G F 212 211 210 209 208 207 206 205 204 203 202 201 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 F E 209 208 207 206 205 204 203 202 201 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 E 301 302 303 304 305 306 307 308 309 E D 208 207 206 205 204 203 202 201 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 301 302 303 304 305 306 307 308 309 D C 208 207 206 205 204 203 202 201 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 C 301 302 303 304 305 306 307 308 C B 207 206 205 204 203 202 201 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 301 302 303 304 305 306 307 B A 206 205 204 203 202 201 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 A 301 302 303 304 305 306 A
- 34. 34 Revised Scale and Inventory Plan 24 22 20 18 16 14 12 10 8 6 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 3 5 7 9 11 13 15 17 19 21 23 25 20 18 16 14 12 10 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 114 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 114 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 L 214 213 212 211 210 209 208 207 206 205 204 203 202 201 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 K 214 213 212 211 210 209 208 207 206 205 204 203 202 201 K 101 102 103 104 105 106 107 108 109 110 111 112 113 114 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 J 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 H 213 212 211 210 209 208 207 206 205 204 203 202 201 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 301 302 303 304 305 306 307 308 309 310 311 312 313 H 1 3 5 7 9 11 13 15 17 19 26 24 22 20 18 16 14 12 10 8 6 4 2 G 213 212 211 210 209 208 207 206 205 204 203 202 201 G 101 102 103 104 105 106 107 108 109 110 111 112 113 G 301 302 303 304 305 306 307 308 309 310 311 312 313 G 1 3 5 7 9 11 13 15 17 19 21 23 25 28 26 24 22 20 18 16 14 12 10 8 6 4 2 F 213 212 211 210 209 208 207 206 205 204 203 202 201 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 313 F 1 3 5 7 9 11 13 15 17 19 21 23 25 27 28 26 24 22 20 18 16 14 12 10 8 6 4 2 E 213 212 211 210 209 208 207 206 205 204 203 202 201 E 101 102 103 104 105 106 107 108 109 110 111 112 113 E 301 302 303 304 305 306 307 308 309 310 311 312 313 E 1 3 5 7 9 11 13 15 17 19 21 23 25 27 26 24 22 20 18 16 14 12 10 8 6 4 2 D 213 212 211 210 209 208 207 206 205 204 203 202 201 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 301 302 303 304 305 306 307 308 309 310 311 312 313 D 1 3 5 7 9 11 13 15 17 19 21 23 25 22 20 18 16 14 12 10 8 6 4 2 C 213 212 211 210 209 208 207 206 205 204 203 202 201 C 101 102 103 104 105 106 107 108 109 110 111 112 113 C 301 302 303 304 305 306 307 308 309 310 311 312 313 C 1 3 5 7 9 11 13 15 17 19 21 22 20 18 16 14 12 10 8 6 4 2 B 213 212 211 210 209 208 207 206 205 204 203 202 201 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 301 302 303 304 305 306 307 308 309 310 311 312 313 B 1 3 5 7 9 11 13 15 17 19 21 28 26 24 22 20 18 16 14 12 10 8 6 4 2 A 213 212 211 210 209 208 207 206 205 204 203 202 201 A 101 102 103 104 105 106 107 108 109 110 111 112 113 A 301 302 303 304 305 306 307 308 309 310 311 312 313 A 1 3 5 7 9 11 13 15 17 19 21 23 25 27 ORCHR ORCHRC ORCHC ORCHLC ORCHL 14 12 10 8 6 4 2 ZZ 214 213 212 211 210 209 208 207 206 205 204 203 202 201 ZZ 101 102 103 104 105 106 ZZ 301 302 303 304 305 306 307 308 309 310 311 312 313 314 ZZ 1 3 5 7 9 11 13 16 14 12 10 8 6 4 2 YY 214 213 212 211 210 209 208 207 206 205 204 203 202 201 YY 101 102 103 104 105 106 YY 301 302 303 304 305 306 307 308 309 310 311 312 313 314 YY 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 XX 214 213 212 211 210 209 208 207 206 205 204 203 202 201 XX 101 102 103 104 105 106 XX 301 302 303 304 305 306 307 308 309 310 311 312 313 314 XX 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 WW 214 213 212 211 210 209 208 207 206 205 204 203 202 201 WW 101 102 103 104 105 106 107 108 109 110 111 112 113 114 WW 301 302 303 304 305 306 307 308 309 310 311 312 313 314 WW 1 3 5 7 9 11 13 16 14 12 10 8 6 4 2 VV 214 213 212 211 210 209 208 207 206 205 204 203 202 201 VV 101 102 103 104 105 106 107 108 109 110 111 112 113 VV 301 302 303 304 305 306 307 308 309 310 311 312 313 314 VV 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 UU 214 213 212 211 210 209 208 207 206 205 204 203 202 201 UU 101 102 103 104 105 106 107 108 109 110 111 112 113 114 UU 301 302 303 304 305 306 307 308 309 310 311 312 313 314 UU 1 3 5 7 9 11 13 18 16 14 12 10 8 6 4 2 TT 214 213 212 211 210 209 208 207 206 205 204 203 202 201 TT 101 102 103 104 105 106 107 108 109 110 111 112 113 TT 301 302 303 304 305 306 307 308 309 310 311 312 313 314 TT 1 3 5 7 9 11 13 15 17 16 14 12 10 8 6 4 2 SS 214 213 212 211 210 209 208 207 206 205 204 203 202 201 SS 101 102 103 104 105 106 107 108 109 110 111 112 113 114 SS 301 302 303 304 305 306 307 308 309 310 311 312 313 314 SS 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 RR 214 213 212 211 210 209 208 207 206 205 204 203 202 201 RR 101 102 103 104 105 106 107 108 109 110 111 112 113 RR 301 302 303 304 305 306 307 308 309 310 311 312 313 314 RR 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 QQ 214 213 212 211 210 209 208 207 206 205 204 203 202 201 QQ 101 102 103 104 105 106 107 108 109 110 111 112 113 114 QQ 301 302 303 304 305 306 307 308 309 310 311 312 313 314 QQ 1 3 5 7 9 11 13 15 17 14 12 10 8 6 4 2 PP 214 213 212 211 210 209 208 207 206 205 204 203 202 201 PP 101 102 103 104 105 106 107 108 109 110 111 112 113 PP 301 302 303 304 305 306 307 308 309 310 311 312 313 314 PP 1 3 5 7 9 11 13 15 WCORCR 12 10 8 6 4 2 NN 214 213 212 211 210 209 208 207 206 205 204 203 202 201 NN 101 102 103 104 105 106 107 108 109 110 111 112 113 114 NN 301 302 303 304 305 306 307 308 309 310 311 312 313 314 NN 1 3 5 7 9 11 13 3 1 16 14 12 10 8 6 4 2 Z 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Z 101 102 103 104 105 106 107 108 109 110 111 112 113 Z 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Z 1 3 5 7 9 WCORCL 20 18 16 14 12 10 8 6 4 2 Y 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Y 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Y 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Y 1 3 5 7 9 1 2 3 4 5 6 7 18 16 14 12 10 8 6 4 2 X 214 213 212 211 210 209 208 207 206 205 204 203 202 201 X 101 102 103 104 105 106 107 108 109 110 111 112 113 X 301 302 303 304 305 306 307 308 309 310 311 312 313 314 X 1 3 5 7 9 11 1 2 3 4 5 18 16 14 12 10 8 6 4 2 W 214 213 212 211 210 209 208 207 206 205 204 203 202 201 W 101 102 103 104 105 106 107 108 109 110 111 112 113 114 W 301 302 303 304 305 306 307 308 309 310 311 312 313 314 W 1 3 5 7 9 11 13 15 17 16 14 12 10 8 6 4 2 V 214 213 212 211 210 209 208 207 206 205 204 203 202 201 V 101 102 103 104 105 106 107 108 109 110 111 112 113 V 301 302 303 304 305 306 307 308 309 310 311 312 313 314 V 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 U 214 213 212 211 210 209 208 207 206 205 204 203 202 201 U 101 102 103 104 105 106 107 108 109 110 111 112 113 114 U 301 302 303 304 305 306 307 308 309 310 311 312 313 314 U 1 3 5 7 9 11 13 12 10 8 6 4 2 T 214 213 212 211 210 209 208 207 206 205 204 203 202 201 T 101 102 103 104 105 106 107 108 109 110 111 112 113 T 301 302 303 304 305 306 307 308 309 310 311 312 313 314 T 1 3 5 7 9 11 12 10 8 6 4 2 S 214 213 212 211 210 209 208 207 206 205 204 203 202 201 S 101 102 103 104 105 106 107 108 109 110 111 112 113 114 S 301 302 303 304 305 306 307 308 309 310 311 312 313 314 S 1 3 5 7 9 11 12 10 8 6 4 2 R 214 213 212 211 210 209 208 207 206 205 204 203 202 201 R 101 102 103 104 105 106 107 108 109 110 111 112 113 R 301 302 303 304 305 306 307 308 309 310 311 312 313 314 R 1 3 5 7 9 11 8 6 4 2 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 1 3 5 7 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 4 2 L 214 213 212 211 210 209 208 207 206 205 204 203 202 201 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 1 3 K 214 213 212 211 210 209 208 207 206 205 204 203 202 201 K 101 102 103 104 105 106 107 108 109 110 111 112 113 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K J 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J H 214 213 212 211 210 209 208 207 206 205 204 203 202 201 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 301 302 303 304 305 306 307 308 309 310 311 312 313 314 H G 213 212 211 210 209 208 207 206 205 204 203 202 201 G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 G 301 302 303 304 305 306 307 308 309 310 311 312 313 G F 212 211 210 209 208 207 206 205 204 203 202 201 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 F E 209 208 207 206 205 204 203 202 201 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 E 301 302 303 304 305 306 307 308 309 E D 208 207 206 205 204 203 202 201 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 301 302 303 304 305 306 307 308 309 D C 208 207 206 205 204 203 202 201 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 C 301 302 303 304 305 306 307 308 C B 207 206 205 204 203 202 201 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 301 302 303 304 305 306 307 B A 206 205 204 203 202 201 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 A 301 302 303 304 305 306 A PL 1 PL 2 PL 2 Hold 1 PL 2 Hold 2 PL 3PL 4PL 5 PL 3 PL 4 PL 5 PL 3 Hold1 PL 3 Hold2 PL 4 Hold1 PL 3 Hold1 PL 4 Hold1 PL 4 Hold2 PL 3 Hold2 PL 4 Hold2 PL 2 Hold 3 PL 2 Hold 3 PL 1 Hold3 PL 1 Hold4 PL 2 Hold 4 PL 2 Hold 4 PL 3 Hold3 PL 3 Hold4 PL 3 Hold3 PL 3 Hold4 PL 2 Hold 5 PL 2 Hold 6 PL 4 Hold1 PL 1 PL 5 PL 4 Hold1 PL 3 Hold2 PL 4 Hold2 PL 3 Hold3 PL 3 Hold4
- 35. 35 Resulting Inventory Usage 24 22 20 18 16 14 12 10 8 6 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 3 5 7 9 11 13 15 17 19 21 23 25 20 18 16 14 12 10 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 114 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 114 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 L 214 213 212 211 210 209 208 207 206 205 204 203 202 201 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 K 214 213 212 211 210 209 208 207 206 205 204 203 202 201 K 101 102 103 104 105 106 107 108 109 110 111 112 113 114 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 J 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 H 213 212 211 210 209 208 207 206 205 204 203 202 201 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 301 302 303 304 305 306 307 308 309 310 311 312 313 H 1 3 5 7 9 11 13 15 17 19 26 24 22 20 18 16 14 12 10 8 6 4 2 G 213 212 211 210 209 208 207 206 205 204 203 202 201 G 101 102 103 104 105 106 107 108 109 110 111 112 113 G 301 302 303 304 305 306 307 308 309 310 311 312 313 G 1 3 5 7 9 11 13 15 17 19 21 23 25 28 26 24 22 20 18 16 14 12 10 8 6 4 2 F 213 212 211 210 209 208 207 206 205 204 203 202 201 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 313 F 1 3 5 7 9 11 13 15 17 19 21 23 25 27 28 26 24 22 20 18 16 14 12 10 8 6 4 2 E 213 212 211 210 209 208 207 206 205 204 203 202 201 E 101 102 103 104 105 106 107 108 109 110 111 112 113 E 301 302 303 304 305 306 307 308 309 310 311 312 313 E 1 3 5 7 9 11 13 15 17 19 21 23 25 27 26 24 22 20 18 16 14 12 10 8 6 4 2 D 213 212 211 210 209 208 207 206 205 204 203 202 201 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 301 302 303 304 305 306 307 308 309 310 311 312 313 D 1 3 5 7 9 11 13 15 17 19 21 23 25 22 20 18 16 14 12 10 8 6 4 2 C 213 212 211 210 209 208 207 206 205 204 203 202 201 C 101 102 103 104 105 106 107 108 109 110 111 112 113 C 301 302 303 304 305 306 307 308 309 310 311 312 313 C 1 3 5 7 9 11 13 15 17 19 21 22 20 18 16 14 12 10 8 6 4 2 B 213 212 211 210 209 208 207 206 205 204 203 202 201 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 301 302 303 304 305 306 307 308 309 310 311 312 313 B 1 3 5 7 9 11 13 15 17 19 21 28 26 24 22 20 18 16 14 12 10 8 6 4 2 A 213 212 211 210 209 208 207 206 205 204 203 202 201 A 101 102 103 104 105 106 107 108 109 110 111 112 113 A 301 302 303 304 305 306 307 308 309 310 311 312 313 A 1 3 5 7 9 11 13 15 17 19 21 23 25 27 ORCHR ORCHRC ORCHC ORCHLC ORCHL 14 12 10 8 6 4 2 ZZ 214 213 212 211 210 209 208 207 206 205 204 203 202 201 ZZ 101 102 103 104 105 106 ZZ 301 302 303 304 305 306 307 308 309 310 311 312 313 314 ZZ 1 3 5 7 9 11 13 16 14 12 10 8 6 4 2 YY 214 213 212 211 210 209 208 207 206 205 204 203 202 201 YY 101 102 103 104 105 106 YY 301 302 303 304 305 306 307 308 309 310 311 312 313 314 YY 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 XX 214 213 212 211 210 209 208 207 206 205 204 203 202 201 XX 101 102 103 104 105 106 XX 301 302 303 304 305 306 307 308 309 310 311 312 313 314 XX 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 WW 214 213 212 211 210 209 208 207 206 205 204 203 202 201 WW 101 102 103 104 105 106 107 108 109 110 111 112 113 114 WW 301 302 303 304 305 306 307 308 309 310 311 312 313 314 WW 1 3 5 7 9 11 13 16 14 12 10 8 6 4 2 VV 214 213 212 211 210 209 208 207 206 205 204 203 202 201 VV 101 102 103 104 105 106 107 108 109 110 111 112 113 VV 301 302 303 304 305 306 307 308 309 310 311 312 313 314 VV 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 UU 214 213 212 211 210 209 208 207 206 205 204 203 202 201 UU 101 102 103 104 105 106 107 108 109 110 111 112 113 114 UU 301 302 303 304 305 306 307 308 309 310 311 312 313 314 UU 1 3 5 7 9 11 13 18 16 14 12 10 8 6 4 2 TT 214 213 212 211 210 209 208 207 206 205 204 203 202 201 TT 101 102 103 104 105 106 107 108 109 110 111 112 113 TT 301 302 303 304 305 306 307 308 309 310 311 312 313 314 TT 1 3 5 7 9 11 13 15 17 16 14 12 10 8 6 4 2 SS 214 213 212 211 210 209 208 207 206 205 204 203 202 201 SS 101 102 103 104 105 106 107 108 109 110 111 112 113 114 SS 301 302 303 304 305 306 307 308 309 310 311 312 313 314 SS 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 RR 214 213 212 211 210 209 208 207 206 205 204 203 202 201 RR 101 102 103 104 105 106 107 108 109 110 111 112 113 RR 301 302 303 304 305 306 307 308 309 310 311 312 313 314 RR 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 QQ 214 213 212 211 210 209 208 207 206 205 204 203 202 201 QQ 101 102 103 104 105 106 107 108 109 110 111 112 113 114 QQ 301 302 303 304 305 306 307 308 309 310 311 312 313 314 QQ 1 3 5 7 9 11 13 15 17 14 12 10 8 6 4 2 PP 214 213 212 211 210 209 208 207 206 205 204 203 202 201 PP 101 102 103 104 105 106 107 108 109 110 111 112 113 PP 301 302 303 304 305 306 307 308 309 310 311 312 313 314 PP 1 3 5 7 9 11 13 15 WCORCR 12 10 8 6 4 2 NN 214 213 212 211 210 209 208 207 206 205 204 203 202 201 NN 101 102 103 104 105 106 107 108 109 110 111 112 113 114 NN 301 302 303 304 305 306 307 308 309 310 311 312 313 314 NN 1 3 5 7 9 11 13 1 4 3 2 1 16 14 12 10 8 6 4 2 Z 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Z 101 102 103 104 105 106 107 108 109 110 111 112 113 Z 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Z 1 3 5 7 9 WCORCL 2 12 11 10 20 18 16 14 12 10 8 6 4 2 Y 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Y 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Y 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Y 1 3 5 7 9 1 2 3 4 5 6 7 18 16 14 12 10 8 6 4 2 X 214 213 212 211 210 209 208 207 206 205 204 203 202 201 X 101 102 103 104 105 106 107 108 109 110 111 112 113 X 301 302 303 304 305 306 307 308 309 310 311 312 313 314 X 1 3 5 7 9 11 1 2 3 4 9 10 11 18 16 14 12 10 8 6 4 2 W 214 213 212 211 210 209 208 207 206 205 204 203 202 201 W 101 102 103 104 105 106 107 108 109 110 111 112 113 114 W 301 302 303 304 305 306 307 308 309 310 311 312 313 314 W 1 3 5 7 9 11 13 15 17 16 14 12 10 8 6 4 2 V 214 213 212 211 210 209 208 207 206 205 204 203 202 201 V 101 102 103 104 105 106 107 108 109 110 111 112 113 V 301 302 303 304 305 306 307 308 309 310 311 312 313 314 V 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 U 214 213 212 211 210 209 208 207 206 205 204 203 202 201 U 101 102 103 104 105 106 107 108 109 110 111 112 113 114 U 301 302 303 304 305 306 307 308 309 310 311 312 313 314 U 1 3 5 7 9 11 13 12 10 8 6 4 2 T 214 213 212 211 210 209 208 207 206 205 204 203 202 201 T 101 102 103 104 105 106 107 108 109 110 111 112 113 T 301 302 303 304 305 306 307 308 309 310 311 312 313 314 T 1 3 5 7 9 11 12 10 8 6 4 2 S 214 213 212 211 210 209 208 207 206 205 204 203 202 201 S 101 102 103 104 105 106 107 108 109 110 111 112 113 114 S 301 302 303 304 305 306 307 308 309 310 311 312 313 314 S 1 3 5 7 9 11 12 10 8 6 4 2 R 214 213 212 211 210 209 208 207 206 205 204 203 202 201 R 101 102 103 104 105 106 107 108 109 110 111 112 113 R 301 302 303 304 305 306 307 308 309 310 311 312 313 314 R 1 3 5 7 9 11 8 6 4 2 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 1 3 5 7 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 4 2 L 214 213 212 211 210 209 208 207 206 205 204 203 202 201 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 1 3 K 214 213 212 211 210 209 208 207 206 205 204 203 202 201 K 101 102 103 104 105 106 107 108 109 110 111 112 113 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K J 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J H 214 213 212 211 210 209 208 207 206 205 204 203 202 201 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 301 302 303 304 305 306 307 308 309 310 311 312 313 314 H G 213 212 211 210 209 208 207 206 205 204 203 202 201 G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 G 301 302 303 304 305 306 307 308 309 310 311 312 313 G F 212 211 210 209 208 207 206 205 204 203 202 201 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 F E 209 208 207 206 205 204 203 202 201 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 E 301 302 303 304 305 306 307 308 309 E D 208 207 206 205 204 203 202 201 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 301 302 303 304 305 306 307 308 309 D C 208 207 206 205 204 203 202 201 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 C 301 302 303 304 305 306 307 308 C B 207 206 205 204 203 202 201 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 301 302 303 304 305 306 307 B A 206 205 204 203 202 201 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 A 301 302 303 304 305 306 A
- 36. 36 Impact Per Capita revenues up $230, or 57% Price Variance entire season: $2.26 million $ 826,555 dynamic pricing $3,000,000 total
- 37. 37 Pricing
- 38. 38 Price to Maximize Income AND Sell Tickets Guidelines • Push top prices based on competitive and political realities • Offer very low entry level price points – How close to the price of a movie? • Design price table for logical up-sale • Volume of inventory at particular price point MUCH MORE important than specific prices
- 39. 39 Museums: Demand-Based Pricing Museums/Attractions: • Understand historical sales trends? • How programming is likely to affect? Seasonality? Competition?
- 40. Dynamic Pricing • Now public domain • Dynamically change prices based on patron demand – Adjustments based on programming (beyond peak/off-peak) – Based on sales trend analysis of projected outcomes • Static models are simpler – Demand based pricing as added increment • Changes to collateral and advertising – Published prices – ―Program, artists and prices subject to change‖ • Technology changes – ticketing system – Remember: you already demand base prices ―going down‖ • Training – staff • Predetermine your trigger points – FLEXIBILITY!
- 41. 41 Per Capita Revenue Management
- 43. 43 Remember: Loyal patrons are beneficiaries
- 44. 44 Step Six: Agree that perception matters, especially in a seated event business. And act like it. Comps? Discounts? Exchanges? Walk up sales?
- 45. 45 Complimentary Ticket Management Question 5 • Frequently an area that is out of control – Paper to made houses look better – No policy or management – Greater use of more popular shows!? – Recent theatre client example typical
- 46. 46 Discount Management Question 6 0 500 1000 1500 2000 2500 3000 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 Playhouse in the Park Discount Ticket Distribution Summary Total Pd. # Disc # Linear (Disc #)
- 47. 47 Per Capita Revenue Management Organizational Planning Single Ticket Revenue Goal Marketing Expense Cost of Sale Allotted Comps Allotted Discounts Projected Per Cap Actual Per Cap Actual Comps Actual Discounts Event 1 Event 2 Event 3 Event 4 Event 5 Event 6 Event 7 Event 8 Event 9 Event 10 Event 11 Event 12
- 49. 49 Roles and Responsibilities Executive Leader: create organizational priority Marketing Leader: analyze data, create recommendations for staff consideration Development Leader: analyze donor data, understand impact on loyalty, thought partner with marketing in advance of recommendations Box Office Leader: thought partner with marketing in advance of recommendations, implement recommendations, manage consumer reaction, take responsibility for demand ―triggers‖ Financial Leader: provide infrastructure for decision-making Artistic Leader: thought partnership, understand historical data and potential impact on demand
- 50. 50 Results?
- 52. 52 Improved Per-Caps & Revenues!
- 54. 54 Questions?
Notas del editor
- Here’s the type of orgs we work with.
- Our presence in Canada has grown substantially…plug for John’s Canadian conference.
- We get to 1200 clients because of our Network Programs…explanation.
- And the reason we provide this background is this. TRG is a results-driven company, and without data it’s much harder to accomplish results, and impossible to track/measure them.
- And the reason we provide this background is this. TRG is a results-driven company, and without data it’s much harder to accomplish results, and impossible to track/measure them.
- And the reason we provide this background is this. TRG is a results-driven company, and without data it’s much harder to accomplish results, and impossible to track/measure them.
- And the reason we provide this background is this. TRG is a results-driven company, and without data it’s much harder to accomplish results, and impossible to track/measure them.
- Past two years, R&D on most successful clients, we’re bringing to the surface what we’re seeing and hearing in the form of this challenge: it’s all about INTEGRATED, SUSTAINABLE income. And for those of you running seated event businesses, the rules of the road are specific and different and sometimes more complicated for you.
- Past two years, R&D on most successful clients, we’re bringing to the surface what we’re seeing and hearing in the form of this challenge: it’s all about INTEGRATED, SUSTAINABLE income. And for those of you running seated event businesses, the rules of the road are specific and different and sometimes more complicated for you.
- When we look at integrated loyalty, this is what we do and how we do it, and what comes from it. For us, everything we do ties together into this.
- And to make that real tactically, we look to what we call The 10 Steps to Loyalty. OF WHICH PRICING IS A PART.
- We’ve been engaged as pricing consultants every year of our nearly 20-year history…the field calls it “pricing,” we call it demand management. And we’ve been pleased to see organizations incorporate—with and without our help—best practices in demand management to great success.
- We’ve been engaged as pricing consultants every year of our nearly 20-year history…the field calls it “pricing,” we call it demand management. And we’ve been pleased to see organizations incorporate—with and without our help—best practices in demand management to great success.
- I’m using the word “patron” before “data stewardship” because as I sounded this out, I realized that most executive leaders would say, “YES, I use data” They’re thinking spreadsheets. We mean something else.
- I said we’ve been engaged as “pricing” consultants for a long time…pricing isn’t the point.
- Demand is the point. And you have it everywhere.
- So, let’s assume you want to do this. HOW do you operationalize it?
- The other is acknowledging that everyone plays different parts.