Pricing and value

8 moments · 7 episodes

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1. Paul · 41:08S1 E1 · The Beginnings

   Big businesses are spending their time working out how they can spend more on marketing because they know it works. Small businesses are spending their time trying to work out how they can spend less on marketing.

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2. Bertie · 14:44S2 E1 · Bikes, Bushes and Golf Sticks

   It's like, a newsagent is, like, if you're going to put a card facility to make it easier for your customers. Yeah. Then why have a minimum charge of a fiver in there? Who spends a fiver in a fucking newsagent? Like, what can you possibly buy for five quid?

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3. Bertie · 17:20S2 E2 · Metal Steaks and the Most Expensive Hour of Bertie's Life

   I spent 600 quid in Mykonos, which I'm still trying to get over. Like, I've got two more therapy sessions left. I think I might be done.

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4. Paul · 20:02S2 E4 · Bouncers, Pre-Digested Coffee and Why What You Call It Matters.

   So a, so a CD and a book is 25 quid is what we're saying. But if I call that a business growth system. CD and a book can suddenly be 250 quid.

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5. Bertie · 40:26S2 E4 · Bouncers, Pre-Digested Coffee and Why What You Call It Matters.

   A farmer somewhere has actually thought, fuck this. I'm not selling my pumpkins to the supermarket for 10p of pumpkins so they can sell it 150% markup. No, anyway, whatever it is. Keep going with the math. Do the maths. What I'm going to do, I'm going to open my farm up and let people have the experience of choosing the pumpkins. Not only that, I'm not even going to sell it at the supermarket prices. I'm going to quadruple it. And people are still going to pay that because they're paying for the experience.

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6. Paul · 7:05S2 E5 · £6k in 20 minutes and where your perfect customers are really hiding

   basically, so this guy comes in and he says, my friend wants to go cycling with me, so I need a couple of bikes. I need one for on the road and one for off the road. And in about 20 minutes later, this guy had walked out spending around six grand... Jesus. ...on two bikes. And that's when it kind of made sense, because you think, you've got this shop, it's like you said before, it is very Apple set up. It's beautiful bikes. The tech in there is very interesting, so you can design your own bikes. It's all very that. And it struck me, this is not a bike shop for cyclists. This is a bike shop effectively for non-cyclists.

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7. Bertie + Paul · 7:30S2 E7 · Bertie's new house, businesses that hate their customers and Paul doesn't buy a field

   Have a guess what it sold for. Half an acre of land in the middle of nowhere. No planning permission, no... I genuinely have no, like, I've got no idea what one would buy land for. This bit of land sold less than half an acre, middle of nowhere, 96,000 pounds. Wow. You can't do anything with it. But I thought, I thought you said it was five grand. That was the guide price. So the auction starts at five grand. And then bang, bang, bang, bang, bang. And it just goes to like 96k, which is just, it's nuts.

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8. Bertie · 15:44S2 E11 · The Unsqueezed and High Profit Assets In Your Business

   They might be the same price, but there's a huge value in one of the knowledge and experience than the other who's just got their qualification from the back of a cornflakes packet or something. Other cereals are available.

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