How To Report

Climbing The Value Ladder: Quantify Your Product’s True Worth

Using Economic Value Estimation (EVE) To Support Value-Based Pricing

Brittany Viola
 and  three contributors
Dec 18, 2024

Summary

Product managers use economic value estimation (EVE) to quantify the value of an offering against the current approach to solving a business problem. The findings support decision-making on product investment, pricing, and positioning. EVE entails a step-by-step approach to identifying comparative value through information gleaned from customer interviews and subject-matter expert knowledge. It is often developed iteratively and based on tight assumptions about the value of solving a problem and the different costs and payoffs of solution options. This report provides an overview of EVE, when it should be used, required information and metrics, and an example to illustrate this analysis at work.

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