An overview of positioning and value pricing from a presentation to a group of UX professionals.

1. Jonathan Stark • August 2022
How To Get More Leads
And Increase Your Fees

2. 1. Positioning

3. 2. Value Pricing

4. What is positioning?

5. “Positioning is a strategic marketing
technique used to make your business,
product, or service more memorable.”
—Jonathan Stark

6. What does a positioning
statement look like?

7. “I am a DISCIPLINE who helps TARGET
MARKET with EXPENSIVE PROBLEM. Unlike
my competitors, UNIQUE DIFFERENCE.”

8. But that’s pretty complicated,
so here’s a bare bones style that
is still super effective…

9. “I help TARGET MARKET with
EXPENSIVE PROBLEM.”

10. Here’s an example…

11. “I help growth stage B2B SaaS
startups cut churn in half.”

12. More examples of EXPENSIVE PROBLEMS
“I help growth stage B2B SaaS startups…”
• …decrease churn
• …increase conversions
• …decrease time to activation
• …increase LTV
• …decrease CAC

13. Okay, once I have an idea for
my positioning statement,
what do I do next?

14. Q: What do I do next?
A: Write and speak (pick one from each column)
• Start a newsletter
• Start a blog
• Write an eBook
• Write for trade publication
• Start a podcast
• Start a YT channel
• Livestream on Instagram
• Go on a podcast tour

15. As your audience of ideal buyers
grows, you can start to increase
your fees with value pricing.

16. What is Value Pricing?

17. “Value pricing is a form of fixed project bid in
which the price is based on the VALUE to
the buyer instead of the COST to the seller.”
—Jonathan Stark

18. How does value pricing
work?

19. Q: How does value pricing work?
A: Backwards from what you do now
1. Uncover what the project OUTCOME is worth to the client
2. Create a PRICE that is a fraction of the VALUE
3. Create a SCOPE that “
fi
ts inside” the PRICE

20. How do I uncover the
value?

21. Q: How do I uncover the value?
A: The Why Conversation
• Why this?
• Why now?
• Why me?

22. How do I set prices
based on value?

23. Q: How do I set prices based on value?
A: The “Goldilocks” pricing curve is a good default
• Option 1: 10% of guesstimated value
• Option 2: 22% of guesstimated value
• Option 3: 50% of guesstimated value

24. So if the value is $100k…
…then your prices would be:
• Option 1: $10,000
• Option 2: $22,000
• Option 3: $50,000

25. Now pick a scope of work
for each price that you’d be
fist-pumpingly happy to do.

26. So I literally scope last?

27. (I told you it was backwards)
YES!

28. Q&A

29. Want to learn more?
Tons of free resources for you…
• Free email course on value pricing link
• My 5-page proposal template link
• Value pricing calculator link
• Interview about roadmapping engagements link
• Articles on positioning link
• Articles on value pricing link
• Loads more free stu
ff
link