Pricing and Value Calculator

The critical role of pricing in the commercial success of a business is often overlooked.  NovAzure’s team has many years of experience of managing pricing strategy implementation in a range of businesses and scales of business.

In our experience, business managers devote a lot of energy to product and service development and money invested in communications, but often allocate surprisingly little time to price matters.

Owners of innovate IP, whether at a scale-up or any other kind of business, should keep in mind that the importance of getting pricing right cannot be over-stated.

For example, take a simple example of a product with a 25% unit margin.  Let’s say that you decide to reduce the price by 15%.  How much more product do you need to sell in order to make back the sacrificed margin?  15%?  100%?  Actually, it’s considerably more than that!

Pricing practice should evolve with the maturity of your business.  In the early days of your journey, price too high and customers may never try your offers.  Price too low and you will struggle to turn a profit and it can be an uphill battle to restore unit margins in the future.

  • The NovAzure team has years of hands-on experience of successful price management across B2B, B2C and B2B2C product categories in both global corporates and in start-up/ scale-ups.
  • We help clients to establish pricing that is consistent with the business strategy and marketplace.  For example, we advise on:
    • How to respond to competitor price moves or new market entrants.
    • When to lead the market on price and when to follow others.
    • Pricing of As-A-Service offers.
    • How to set recommended sell-out prices and price lists.
    • How to price for your resellers.
    • Establishing the price of licenses of your IP to another party, as part of our licensing and IP advisory.  See IP Licensing for more information.

At NovAzure, we have a range of approaches to help clients answer these questions.

How do you ensure that your prices are attractive to your customers?

How do you establish prices that are reasonable?

Do your prices reflect customers’ impression of the value that your offers can generate for them?
How do you gauge that?

NovAzure’s pricing practice is growing a reputation for building state-of-the art ‘Value Calculator’ (VC) tools to compare the total cost of ownership of different innovative technologies and the value that they can generate for customers.

We have built VC  tools for energy-related applications, such as innovative liquid cooling of AI data centres and cooling of battery energy storage systems.

NovAzure
Value
Calculator

Total Cost of Ownership

Energy & Emissions

Value-Led Pricing

Capex

Opex

Energy Consumption

Water Consumption

CO2 Emissions

Pricing Input

  • Simple client-facing demonstrations of quantified relative cost and value across capex and opex.
  • Comparisons of power consumption savings, translated into CO2 equivalence savings and water savings.
  • Deal case history and data lakes for future analysis.
  • Inputs for the pricing of products and services.
  • Inputs for the pricing of licensed IP to third parties.
  • Tools for your resellers to demonstrate your offers’ benefits to their customers.
  • Beyond a pilot, the VC can illustrate potential roll-out scenarios for clients to accelerate wider adoption of your offers.
  • Contribute to dialogues with your clients, helping you to unpack their needs, their pain points and their attitudes, in order to inform and support the negotiations.

In addition to the features of NovAzure VC models, their availability during a customer engagement journey towards a deal closure can be invaluable:

  • Simple client-facing demonstrations of quantified relative cost and value across capex and opex.
  • Comparisons of power consumption savings, translated into CO2 equivalence savings and water savings.
  • Deal case history and data lakes for future analysis.
  • Inputs for the pricing of products and services.
  • Inputs for the pricing of licensed IP to third parties.
  • Tools for your resellers to demonstrate your offers’ benefits to their customers.
  • Yes, you could always do that.  But rebuilding a spreadsheet for every customer and every new scenario of a customer can be very time-consuming.  Whereas VC tool inputs can be varied in seconds to reflect a new case and customers can receive rapid responses to their queries.
  • NovAzure can manage the data integrity of the VC tool, including the gathering of a range of necessary inputs like energy tariffs and water tariffs of different geographies, which may change with geography and time for example, so that you don’t have to.
  • Deal and customer case histories can also be easily retained, revisited and compared in one of our models.

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“NovAzure made sure they rapidly understood our complex business and challenged us to think differently about what we knew. They helped us define the right business models and commercial strategy to maximise value from our IP. We’re pleased with NovAzure’s excellent work and intend to carry on working with them as long-term partners to accelerate our company growth”

– David Craig, CEO at Iceotope


“NovAzure has been instrumental in helping us to complete our target of a €10M Series A fundraising, to support the next phase of TWT’s growth. They provided invaluable support through difficult market conditions and the need for business model innovation ”

– Lara van Druten, Founder & CEO at The Waste Transformers

“NovAzure become part of the CityQ team after our pre-production prototypes were finished.
Being a loyal and very active investor NovAzure helped us with funding activities and connecting us to a great network in the mobility space! Together we were going through several fairs, events, pitches – not only engaging with investors but also potential customers, distributors and other stakeholders in the UK, Germany and Sweden. Beyond giving us strategic advice and were hands on and became part of our team. With their support we now entering our C-Sample stage and will hopefully go into production soon!

– Morten Rynning, CEO at CityQ

“We have worked with NovAzure on various projects over the last 3 years and continue to do so. They helped us with Strategic advisory and Fund raising. What we like is the lever of detail the NovAzure team go to in order to understand the challenges we are trying to find a solution for. NovAzure really take the time and effort to help develop solutions that match our customer needs. They helped us plan for the future and ultimately build the business we have today”

– Dan Martin, Founder of Elmtronics

“NovAzure helped us with a strategic analysis and recommendation for a new potential business expansion. They delivered a very high-quality work, with the right balance of information and challenges to help us build our strategy”

– Brian Allen, CEO at Rovco and Vaarst

“NovAzure provided a full-service to ensure that we secured the funding we needed to grow, with investors that understood our business and shared our vision. ”

– Finian Parrick, CEO at Minibems

“Being one of our first investors NovAzure had skin in the game right from the start. Applying NovAzure’s venture build program meant that they became part of our team, giving us not only strategic advice, but also structure to execute our implementation plan. The team helped us to accelerate our funding journey and create strategic partnerships which will enable us to apply a circular economy model, enhance our IP and eventually increase our valuation. NovAzure has been essential for us to grow! “

– Theodore Zannakis, CEO at Anodox

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