[Bonus] Pricing in a Post-Pandemic World: Maximizing Revenue
A Session by Jeff Cobb and Celisa Steele
About this Session
Learning businesses rely on the revenue that comes from introducing new offerings and growing the adoption of existing offerings. That means they have to know how to determine the best pricing for attracting and converting prospective customers while maintaining—or, better yet, maximizing—revenue levels. In a post-pandemic world, doing that has become harder.
Competition for dollars and attention was an issue before the pandemic. Then, with the massive and quick move to online education during COVID, learner expectations around price and value shifted dramatically. Do traditional one-off registration fees still work? What drives willingness to spend on education now? How can we gauge what learners might pay for a product?
This session will draw on years of research and consulting experience along with examples from a range of learning businesses to illustrate methods for assessing price sensitivity and willingness to pay. You’ll learn to how to bolster the case for your current pricing, raise prices strategically, and evaluate non-product-specific pricing approaches like subscriptions or folding education into membership fees.
About The Speakers
Co-Founder, Managing Director, Tagoras
Jeff coined the term "learning business." Through his writing, speaking, and advising, he helps those organizations focused on the business of continuing education, professional development, and lifelong learning increase their reach, revenue, and impact.
