PRICING POD

Pricing Pod is a podcast for anyone interested in improving pricing efficiency or growing a business. Our CCO Tiina Laisi-Puheloinen exchanges views on pricing with a new guest once every two weeks.

The guests are experienced business professionals from different fields and job titles and pricing is therefore discussed from a different perspective in every episode. The podcast includes thoughts on the future of pricing, the biggest challenges with different pricing methods and interesting stories about the guests’ own experiences.

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In this Pricing Pod special episode, Tiina interviews Priceff’s new CEO Heikki Lummaa. They discuss why Heikki chose Priceff, what is his background like, and how Priceff is different from the competitors and other SaaS companies. In the latter half, they also touch upon topics such as the future of pricing, pricing in the B2B business, and what are the goals of Priceff in 2021.

Heikki has been working with pricing and software his entire career, in companies like Pros, Rakettitiede, Nokia, and RELEX Solutions.

This week’s guest is the Sales Director at WSOY, Veli-Pekka Matilainen. Veli-Pekka talks about consumers’ perspectives on pricing and how digitalization has impacted the publishing industry.

In this episode Veli-Pekka and Tiina Laisi-Puheloinen discuss how digital reading platforms have revolutionized the reading experience and have created a new pricing model for books. In addition, you will hear interesting discussion on pricing of individual books using profitability calculations and how WSOY has reached positive sales results with dynamic pricing.

This week’s guest is Thomas Grundström! Thomas has extensive experience in pricing and is currently working with revenue management at Sokotel. Simply put, Thomas explores how to sell the right product at the right time to the right customer segment.

In this episode Thomas and Tiina Laisi-Puheloinen discuss consumers’ behavioural patterns, price optimization and pricing automation. Listen to an interesting conversation about the growth and the future of dynamic pricing in various industries.

This week’s guest, Reijo Karhinen, has been granted the honorary title Vuorineuvos and has an extensive background in the financial industry. Reijo and Tiina discuss pricing in the financial sector and the impact of digitalization on consumer behavior.

Reijo’s career in the financial sector began at Juvan Osuuspankki and ended as the President and Group Executive of OP Financial Group. In this episode he shares his experiences of changes and the future of the financial sector. Reijo’s motto is: “Always be open to new things.”

This week’s guest is the CEO of Helen, Juha-Pekka Weckström. The episode is a very useful watch for anyone interested in dynamic pricing models or the future of electricity pricing.

Juha-Pekka and Tiina discuss the pricing of electricity and the factors affecting that price. Consumers react in different ways to price changes and therefore Juha-Pekka emphasizes the importance of consumer segments.

This week’s guest is Pia Rautakorpi! Pia is an experienced entrepreneur and has specialized in customer value and developing customer relationships. In this episode Pia reveals many important thoughts on value-based pricing and other value-based activities that companies should focus on.

Pia and Tiina have an interesting discussion on value and how everything in a company should bring value to the customer. The customer is the most important person for a company and that should be visible in all its activities.

Petri Parvinen is this week’s guest on Pricing Pod! Petri is a Professor of Strategic Marketing and Management at University of Helsinki. Petri is also an author and he has written the book Vaikuttaminen ja manipulointi about human behavior and interaction.

Petri and Tiina Laisi-Puheloinen have an interesting discussion about the academic perspective on pricing. They talk about improvements in sales and pricing research, and also about communicating price to customers and why it is particularly important in dynamic pricing.

This week’s guest is Jarno Limnéll, CEO at TOSIBOX and Professor of cybersecurity at Aalto University. In this episode, he shares many thoughts on pricing in the security industry and on his experience on changing the company pricing model from one-time set prices to continuous invoicing.

Jarno and Tiina also discuss customers’ sense of security and how companies earn their customers’ trust. Securing customer data should, in Jarno’s view, be a high priority for companies, but this isn’t always the case. Data security can be a matter of life and death for a company.

This week’s guest is Antti Merilehto, who is an expert in artificial intelligence and marketing technology. Antti has worked extensively in various fields, appeared on many podcasts and written a book on artificial intelligence.

In this episode, Antti shares a lot of his own experiences with pricing and how he would use data to optimize pricing. In addition, Tiina and Antti discuss important aspects about understanding the customers and their purchasing decisions.

This week’s guest on Pricing Pod is Päivi Kangasmäki. She has solid experience in finance from working at large companies and in recent years at her own startup Riskrate.

In this episode Tiina and Päivi discuss the automation of pricing and its impact on Business Controllers’ job description and future work tasks. The episode also includes a lot of discussion on Tiina and Päivi’s own experiences of pricing from an entrepreneur’s perspective.

Mari Eklund is an experienced business leader and has as CEO at many companies been in charge of pricing for various products and services.

In the first episode of Pricing Pod Tiina and Mari discuss the automatization and digitalization of pricing. In addition, they bring up the future of pricing and the fast growth of value-based pricing.