Packaging and Pricing

Make the offer and pricing directly relevant to your targeted customer segment. Packaging and pricing is the assembly of the elements of a product into a unified whole that your customer evaluates in comparison to your competition. In your customer??™s perception, packaging and pricing are not just elements of your offering--it IS your offering.

Key Questions

• What constitutes an offer to your customers?
• Is it the features?
• The specifications?
• Terms and service level agreements (SLAs)?
• What else should be considered from your customer's perspective?

Why it's important

To provide an entry point, the hosting provider offers a free Business Email Light package, based on Exchange, offering a simple future upgrade path to full MAPI. Another option available to the standard package is an upgrade to full mobility.

By offering a single core package with clear added-value, and ancillary offerings around it, the hosting provider is clearly targeting a particular customer base, and increasing the chance of upgrade option sales.