Premium Pricing Strategy Skill (Kennedy/Marrs + Lycka)

Overview

Audit and upgrade the pricing strategy inside any business plan section — specifically Section 07 (Marketing & Sales Strategy), Section 10 (Financial Projections), and Section 11 (Funding Request / business model). Applies the Kennedy/Marrs No B.S. Price Strategy framework plus Dr. Barry Lycka's Triangle of Preeminence to move the plan from cost-plus or competitor-match pricing to defensible premium positioning.

Use When

• A business plan's projected prices match or undercut competitors without a defensible reason
• Pricing is set by cost-plus, industry norm, client-dictated, or wild guess (four of Kennedy's five "bad" methods)
• The plan competes against free/subsidised alternatives (government services, open-source, public-sector)
• The plan enters a commoditised category (groceries, fuel, basic services, generic professional services)
• The founder is reluctant to charge what the value supports — common in first-generation entrepreneurs and mission-driven founders
• A recession, currency depreciation, or margin squeeze is prompting a price cut decision

Do Not Use When