How to Price to Value in New Businesses

Entrepreneurial Roundtable

March 4, 2014: 6:00 PM - 9:00 PM

Understand how pricing to value leads to the success of a new venture


Gleacher Center, University of Chicago Booth School of Business
6th, room 600
450 North Cityfront Plaza
Chicago, Illinois

Driving Directions:


1. 240 East Illinois Street (indoor, self-park facility is above Dominick's)
2. 300 E. Illinois St. (AMC Theater-River East Self Park Garage, entrance just next [East] of PJ Clarks)
Cost: $5.00 and $6.00, respectively
after 4:30pm and 3:00pm, respectively, with validation at Gleacher's lobby


Event Details

1. Pricing in the business case for a start-up

2. Pricing post-launch of a start-up
    a) parity offerings and pricing against the competition
        - obtaining competitive data (B2B vs. B2C)
        - segmenting customers by cost/value to you

    b) premium offerings and value based pricing
        - segmenting customers by value to them
        - special case premium offering: penetration model (cocaine pricing)

3. Pricing structures: Behavior, preferences, and ethics
    a) Price variation: timing, localization, personalization
    b) Anchoring, cognitive biases, compartmentalizing
    c) Ongoing relationships
       - Services: subscriptions, contracts, acquisition vs. retention
       - Rewards programs and memberships

Delivery and Discussion by:
Neil Briskman -- is a pricing executive who has led pricing for companies in retail (Sears), technology (Motorola Mobility), home services (ServiceMaster), and telecommunications (Ameritech). He has presented at conferences of the Professional Pricing Society and has a Masters' Degree in economics from Yale.

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Early Bird Discount: $5.00 (e.g., $15 vs. $20), if you register by Thursday, February 27th!

Fee before or on 2/27/2014:

$15.00 for Chicago Booth Alumni, Students, Staff, and Faculty (same fee for the greater University of Chicago)
$20.00 for General public

Event Sponsor: $1,000.00

Fee after Thursday, 2/27/2014 (if you miss the Early Bird discount):

$20.00 for Chicago Booth Alumni, Students, Staff, and Faculty (same fee for the greater University of Chicago)
$25.00 for General public

Event Sponsor: $1,500.00

Walk-ins are welcome!
Admission fee at the door, if not pre-registered:
Booth and University affiliation- $25.00
General public- $30.00


Register Online

Registration: is Required for the preferential fee (at door is much higher)
Payment: Payment in Advance only for the preferential fee
Cancellation: before February 28th, at 8am (have to place the catering order by that day)

No refunds after that time!

Actual Registration is available until before the event.
Registration Deadline (Thur, February 27th) is for the early bird discount of $5. (e.g., $15 vs. $20)

Walk-ins are welcome! (higher fee, if not pre-registered, and if not sold out)

Light appetizers and one drink are included. Cash bar will also be available.

Deadline: 3/4/2014


Emil Koulov, '09 

Other Information

Light appetizers and one drink are included on us! Cash bar, all the time.

Hosted by your @CBERTD Chairs: Emil Koulov '09 and Enrique Posse '09