Welcome to Pragmatic Pricing.  This is the “How To” site for pricing for small businesses.

First, a little about me (sorry).  I love Pricing.  My pricing accomplishments include:  a Ph.D. in pricing (actually marketing) from U.C. Berkeley; a position teaching pricing for 4 years at Ohio State; consulting with several companies on pricing projects; and currently on staff in pricing at a large company (National Semiconductor).

And I read a ton of pricing books and articles.  Pricing books are fun for people like me.  You know … pricing geeks.  For you … probably not.  The common theme in most pricing books is they are about the theories of pricing.  If you’re a small businessperson, you probably don’t care a whit about pricing theory.  You want someone to tell you how to set your prices to improve profitability.  You want actions, not theory.  Hence, the name of this site, Pragmatic Pricing.

Merriam Webster defines pragmatic as “2 : relating to matters of fact or practical affairs often to the exclusion of intellectual or artistic matters : practical as opposed to idealistic”

This site is not about theory.  This isn’t the art of pricing.  This is about practical steps you can do using price to improve your profitability.  You should expect to read about specific action items.  Early in this series we will talk about general concepts (with specific actions) and these concepts apply to every business.  Later, as we dive into very specific actions, some of them may not apply to you.  But for the foreseeable future, please keep coming back because these pricing concepts and actions will make you more profitable.

Thank you for joining us.  Your feedback, participation and/or questions are welcome and appreciated.


Mark Stiving