PRICING VARIABLE PRINTING — CASHING IN ON VDP
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“Value provided” estimates can be challenging to determine. It usually starts with the expected return-on-investment (ROI) of the program. If the client is looking for a $100 return on $1 invested, the value to the client is $99. The provider should be able to establish some value (and thus price) based on the intended result. The higher the expected ROI, the more expectations placed on the provider. The higher expected ROI will translate into higher costs, such as higher level personnel, more dedicated resources, outside reviews, etc. These costs must be accounted for to sustain the business.
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Jim Liszewski
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