Archive | Pricing Strategies

Value Pricing and Stale Marketing

Pool noodles. You know those coloured foam round sticks that children play with in swimming pools? Two summers ago, I saw a gas station selling them in a rural area displaying a sign proclaiming their price. The sign said “Cheaper than Canadian Tire in Town”. Why, I thought would you advertise like that when you […]

Estimating. Do you WAG, SWAG or use a Stick?

Originally published in Cast Polymer Connection, Fall 2017. In so many small businesses goods and services are priced based on guesswork – WAG method (the Wild Ass Guess) or add just a few numbers for SWAG (a Scientific Wild Ass Guess). Perhaps you use the STICK method where every stick and nail is costed out? […]


Warren Buffett, the billionaire chief executive officer of Berkshire Hathaway Inc., said he rates businesses on their ability to raise prices and sometimes doesn’t even consider the people in charge. “The single most important decision in evaluating a business is pricing power,” Buffett told the Financial Crisis Inquiry Commission in an interview released by the […]