There continues to be a deluge of headlines about technology companies facing turbulent times, whether due to grappling with new technologies disruptive to their core business or consolidation through acquisitions and mergers in their industry segment. Waterstone has helped tech companies address this turbulence – both market-leading incumbents facing new competitive realities and new innovators aggressively attacking a market. Re-evaluating pricing strategy, combined with proper execution, is an actionable near-term lever to respond to the internal and external pressures many companies face in today’s dynamic technology market.
In the article series, Waterstone will point to five key examples or inflection points when a company should consider re-thinking pricing strategy:
1. Changing or disruptive technology
2. Changing competitive and market conditions and/or technology consumption models
3. New offering launch
4. Aggressive growth initiatives (e.g., footprint expansion, new market entry, competitive displacement)
5. Merger integration
Waterstone’s clients have successfully navigated each of these situations with new implemented pricing strategies key to their success. In the articles, the Waterstone team will share their key learnings, as well as the focused approach which helped drive operational execution and market launch.
Eric Pelander, a Partner at Waterstone Management Group who specializes in growth strategies said, “Often a company’s pricing model and price points have been built up over time and not rigorously examined for improvement. At certain key inflection points – for example, facing a new competitive threat or launching a new offering – it becomes critical to reconsider pricing strategy and execution.”
Principal Jonathan Zorio, adds "Tech companies competing in dynamic, rapidly evolving markets must engage in ongoing assessment of their pricing strategies to ensure their products and services remain relevant from a customer and competitive standpoint.”
Waterstone will publish the series beginning in the first quarter of 2013, and continuing over the subsequent months. For the firm’s pricing perspectives, along with other key insights please visit waterstonegroup.com (http://www.waterstonegroup.com/
About Waterstone Management Group
Waterstone Management Group was founded in 2003 with the mission to transform technology and service businesses. To serve business leaders and private equity investors who share our view of the technology industry, we formed a specialized, expert-led firm which combines strategic advisory services and executive-level operating experience. We work collaboratively with senior management, corporate boards, and investors to address issues related to driving growth, margin improvement, and assessing incremental business expansion/investment opportunities. For more information about Waterstone, please visit waterstonegroup.com and follow the firm on Twitter (@WaterstoneMG)
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