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LAVA Healthcare (Workshop) A foolproof way to setting your prices
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LAVA Healthcare (Workshop) A foolproof way to setting your prices

Per Sjofors, CEO of Atenga, will conduct a thorough, interactive and lively workshop to teach the importance of pricing, why it is difficult to get "right", the methods needed to set the "right" price, and what results to expect.

11/6/2014
When: Thursday, November 6, 2014
EVENING: 6:30PM to 9:00PM
Where: Arizona State University California Center
725 Arizona Ave
Santa Monica, California  90401
United States
Presenter: Per Sjofors
Contact: Richard Koffler


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One of the toughest decisions companies make is setting the price for their products and services. According to McKinsey and Co., 80% of startups fail because of mistakes related to pricing!

Determining the right prices goes far beyond copying the prices of competitors or comparables; it must be rooted in a deep understanding of what customers value and, therefore, are willing to pay for. The other side of these decisions is for the vendor to understand exactly the total breadth and depth of the value of what they sell.

Per Sjofors, CEO of Atenga, will conduct a thorough, interactive and lively workshop to teach the importance of pricing, why it is difficult to get "right", the methods needed to set the "right" price, and what results to expect.

The workshop will start with a 30-minute presentation of Atenga's methodologies, followed by 90-minutes of interactive discussion based on the audience's questions and case studies.

You’ll learn how to give your customers center stage by gaining better insight into their decision behaviors, perceptions, drivers and willingness to pay.

Atenga’s approach is not traditional, shallow market research, which is usually an academic exercise that obscures more than it enlightens, misses important details, understates the differences among market segments, and overstates the role of price in the buyer's decision-making. Instead, Atenga’s method consists on building a customer intelligence platform that analyzes the decision landscape, buyers' perceptions, preferences and payment willingness of both customs and non-customers, and includes intelligently developed customer segmentation frameworks.

Per is a serial entrepreneur, speaker and lecturer. Prior to founding Atenga, he ran companies in Europe and the US, and created multiple joint ventures in Asia. He is an active member of LAVA, and helped the organization quintuple its membership after applying Atenga’s methodology. 


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About LAVA Healthcare

LAVA Healthcare is an ongoing conversation about how we might fix our healthcare system applying innovation across a wide range of dimensions -- including technology, business models, patient involvement, offshore outsourcing, and training programs.

The main goal is to foster innovation and allow our community to learn, be inspired, make valuable new business relationships and re-establish old ones. And perhaps even perhaps even influence public policy.

Who should participate? Everyone with an interest in the U.S. healthcare system such as technologists, life-sciences professionals and vendors, medical practitioners, healthcare providers, policy makers, and consultants of all types.

LAVA Healthcare is produced and moderated by Richard Koffler, CEO of Greenwings Biomedical and past president of LAVA. He is also a member of the Tech Coast Angels, an advisor to the California Emerging Technology Fund and board vice-chair of El Centro Latino for Literacy.

Each meeting features a presentations by one a healthcare innovator or investor who believes his/her ideas will have significant effects on the cost and quality of our healthcare system.

Following the three-minute introduction by the innovator, the floor opens to the audience's questions. The conversation is directed and textured by the experience and knowledge of every member of the audience who poses questions, tells stories, and proposes answers.

Meetings are governed by five simple rules:

  • Have fun, explore new and old ideas, make new friends and reconnect with old ones.
  • Nothing is off topic as long as its about healthcare.
  • No talking-head lectures:
  • Everyone is a panelist.
  • No preset course: The group leads the conversation.
  • Self-promotions and sermons instantly lose the floor at moderator's sole discretion.

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