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Price & Cost



Conduct Interviews & Review Data



Map Revenues & Cost Considerations



Unlock Profits



Track Progress


Iterate & Evolve


Using the UNITY framework, let's explore a specific scenario that may keep you up at night...


It often feels like price is the cause of lost opportunity and revenue. Your pricing models may not fully align with market demand or your cost structure is causing you to inflate your prices. The question arises: Can we find a structure that allows us to win while maintaining competitive profit margins and maintaining customer value?


Conduct Interviews & Review Data

  • Conduct a comprehensive pricing analysis which includes current pricing structure (products and services), discounts, and pricing tiers. Evaluate historical sales data to understand pricing trends and their impact on revenue and profitability. 

  • Conduct a comprehensive cost analysis which includes direct and indirect production costs, overhead, labor, and distribution expenses. 

  • Identify key competitors in your market and analyze their pricing models, pricing tiers, discounts, and value-added services. 

  • Aggregate customer feedback and insights. Conduct surveys, interviews, or focus groups to understand how customers perceive your pricing, what they value most, and whether they believe your prices are fair. 

  • Identify the unique selling points, features, and benefits that differentiate your offerings from competitors to determine the price elasticity for your products or services.


Map Revenues & Cost Considerations

  • Define new pricing and profitability options that incorporate value-based pricing strategies that align with customer's wants. Identify a framework for continued pricing adjustments. This should be integrated into your established product/service lifecycle process. 

  • Roadmap opportunities to reduce costs without compromising quality or customer experience. This could involve renegotiating supplier contracts, improving operational efficiency, or exploring outsourcing options. 

  • Assess the potential risks associated with pricing changes and cost optimization efforts. 

  • Consider how customers and competitors may react and develop risk mitigation strategies.


Unlock Profits

  • Implement new pricing models to improve sales and profitability. 

  • Execute internal and external (if applicable) communication plans to ensure maximum value from newly designed pricing structures. 

  • Implement price optimization techniques, such as dynamic pricing or bundling, to maximize revenue and profitability. 

  • Execute cost optimization programs carefully to align with the change management process, protect vendor relationships, and eliminate costly mistakes.


Track Progress

  • Define key performance indicators (KPIs) related to pricing, such as win rates, revenue growth, profit margins, and customer retention. 

  • Continuously collect data on pricing performance, customer feedback, and cost-related metrics. 

  • Monitor competitor pricing changes and market trends. 

  • Solicit feedback from sales teams, customers, and finance to asses progress and identify areas for improvement.


Iterate & Evolve

  • Analyze collected data and feedback to evaluate the impact of pricing adjustments and cost optimization efforts. 

  • Develop an improvement plan based on data analysis, customer feedback, and market dynamics, including pricing refinements and cost-saving initiatives. 

  • Conduct regular working sessions to ensure consistent progress without the need for full-scale change. 

  • Implement a continuous improvement culture in pricing strategies and cost management, aiming for ongoing profitability enhancement.

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