1. www.co-herence.com Pricing Niche Enterprise Software Aviv Handler January 4 th 2007

2. www.co-herence.com Copyright © 2007 Coherence Consulting Limited. All rights reserved. 2 Identify Market Type Enterprise Mass market Cross market Niche Database Software Capital Markets Software Word Processing Pharmacy Management Pricing depends on the type of market you serve

3. www.co-herence.com Copyright © 2007 Coherence Consulting Limited. All rights reserved. 3 Pricing Strategy Depends On Market Served Enterprise Mass market Cross market Niche Level of Packaging Flexibility Interaction with Prospects Prospect Universe General Value Added Competitors Typical Budget Stage in Lifecycle

4. www.co-herence.com Copyright © 2007 Coherence Consulting Limited. All rights reserved. 4 Enterprise Software Pricing Clients are expensive to acquire Focus on “plus one” sales Modular price list – Never give away all your wares Usually negotiated Either using sales person or channel Never give away the entire product Holy Grail Pricing is correlated to growth e.g. per transaction Good for product company, clients hate it Hosted/rental model is making this easier

5. www.co-herence.com Copyright © 2007 Coherence Consulting Limited. All rights reserved. 5 Niche-Enterprise Software Pricing Usually a small number of clients Budget driven All players know all movements Capital Markets “IT = Competitive Advantage” mentality Ability to deliver is key Price is market driven, but market is driven by price

6. www.co-herence.com Copyright © 2007 Coherence Consulting Limited. All rights reserved. 6 Who Sets The Price? Product Management Management Distribution (Sales, Marketing) Development Inbound Outbound Market In some niche markets the accepted price is driven by the price! With a small number of prospects the price is driven by the budget. Market Driven Price List Set by Product Management

7. www.co-herence.com Copyright © 2007 Coherence Consulting Limited. All rights reserved. 7 Summary Pricing strategy is driven by profile of target market Key to serving enterprise markets profitably is to exploit customer lock in – plus one sales In a niche-enterprise market All players are known – “gaming” is common Prospect budget often drives pricing Pricing is both a science and an art

8. www.co-herence.com Pricing Niche Enterprise Software Aviv Handler January 4 2007 aviv.handler@co-herence.com