Paper & Pulp · Polymer chemistry
[Result]
Placing scarce capacity where it creates the most value
A polymer chemistry leader had a capacity-constrained technology for paper mills that could cannibalize its existing sales.
Read the case →
New products launch underpriced
Problem we solve · Pricing & Value
New products launch underpriced
“We gave away the innovation premium.”
New products are often priced against old ones or at cost-plus, because value to the customer was never quantified. Value creation and value maps set a launch price that captures the premium the innovation deserves.
Why it happens
Cause 1
Value quantified too late
Cause 2
No view of the value chain
Cause 3
Fear of slow adoption
What we hear from clients
Paraphrased and anonymized from recent conversations.
“For our stage-gate process there is no view on competition, value chain, value proposition or pricing.”
How we solve it
The approaches we use most often for this problem. Most clients start with one.
How we help
Value pricing
We quantify the value your offer creates against the customer's next-best alternative, set price positions on a value map and build the pricing logic sales can defend.
How it works →How we help
Value chain mapping
We map who buys, specifies, influences and captures value from supplier to end user, so your value proposition and price work for every step that matters..
How it works →How we help
Opportunity assessment and innovation portfolio
We give R&D and commercial teams a simple, repeatable way to assess ideas before R&D starts: a one-page overview, an NPV model and consistent scoring, shown in one portfolio view..
How it works →Tools that help
Market Edge frameworks used to diagnose and fix this problem.
Value CreationValue Creation quantifies the economic value your offer creates for a customer compared with their next-best alternative: savings, extra revenue and reduced risk.Value MapA Value Map plots perceived performance against price for you and your competitors.Value ChainA Value Chain map shows every step from raw material to end user: who buys, who specifies, who decides and who captures value at each step.
Clients who solved this
All case studies →Life Sciences · Delivery devices
Recent work · 2025–2026
Value pricing for a medical device launch
A business unit was about to price a new drug-delivery device at cost plus, with no view of its value to the value chain. The opportunity was significant.
Read the case →Medical Devices · Implant
[Result]
Proving the clinical and economic value of a new implant
A minimally invasive implant offered a new option for high-risk patients. The business needed to show its value before launch.
Read the case →Further reading
Articles by Market Edge consultants on mkt-edge.com.
Questions about new products launch underpriced
When should launch price be set?
Value should be quantified during development, so price is ready before launch.
Should we price low to drive adoption?
Only deliberately, with a plan to recover. Low launch prices are hard to raise.
Situations where this shows up
"We've been sales and rebate led for years."
Moving from commodity to specialty
Your strategy now depends on selling on value, but the sales force, pricing and segmentation were built for volume.
How we help →"We're about to launch, and the price is cost plus margin."
Pricing a new product launch
A new product worth tens of millions is about to be priced without a view of its value to customers.
How we help →"We don't have a structured way to evaluate ideas before R&D starts."
Deciding which innovation projects to fund
R&D is busy, but nobody can say which projects deserve funding or how they compare.
How we help →Other Pricing & Value problems we solve
Pricing & Value →Pricing & Value
Prices drift to cost-plus
“When markets get uncertain, we fall back on cost-plus.”
Read more →Pricing & Value
Discounts leak margin
“Rebates and exceptions are eating margin, and nobody tracks it.”
Read more →Pricing & Value
Sales can't defend the price
“Every negotiation becomes a discount conversation.”
Read more →Recognize this problem?
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