Abstract

The market for security solutions is highly fragmented with no dominant players in the market. Yash finds himself in a situation in which the Indian banking industry is just about waking up to the emerging threats of cyber security. In order to communicate the value that his products create, he will need to identify the value drivers in the banking space, calibrate this value, and come up with a pricing plan that can effectively capture this value. He will also need to make a plan to roll out his product, part of which involves identifying partners who will help make the commercialization a success.

Learning Objective

• Understand the challenges of appropriating value for start-ups
• To understand the informational needs for estimation of economic value
• To challenge the relevance of popular approaches to pricing (cost-/competition-based), especially in the context of hi-technology products with short life cycles
• To explore the value communication approaches for a new product.