How Reducing Costs Can Impact Pricing

Reducing Costs Provides Opportunities

Let us assume that your start-up has figured out some way of reducing its costs below the competition. It might have done so through finding cheaper sources of raw materials (thus lowering costs of goods sold), or reducing process steps, or using proprietary technology, or using cheaper labor, or whatever. Once accomplished, you now have two sub-strategies to consider:

Lower Costs Can Mean Lower Prices

  • Sub-Strategy 1: Passing Reduced Costs on to Customers: You leverage your unique capability and turn it into lower prices for customers, thus achieving higher market penetration. This is a particularly good sub-strategy to utilize when cost savings does not also result in a better pro­duct in the eyes of customers. Now, when customers compare your product and a competitor’s product side-by-side, they will see two products that provide relatively equivalent performance but your product will be less pricey, and thus will provide more value.

Lower Costs Can Mean Higher Margins

  • Sub-Strategy 2: Converting Reduced Costs into Higher Margins: You main­tain prices comparable to competition, but because your costs are lower, you achieve higher profit than competition. With higher profits, your company will command higher valuation, and you can retain those profits, reinvest them in R&D, further enhance your processes, and thus drive down your costs even further.

The above is extracted from my latest book, Will Your New Start Up Make Money? Buy your copy in Kindle at or paperback format