Problem we solve · Pricing & Value
“When markets get uncertain, we fall back on cost-plus.”
In uncertain markets, margin targets often replace customer value as the price anchor. Cost-plus feels safe but leaves money on the table when value is high and loses deals when value is low. Value pricing keeps the anchor on what customers gain.
Cause 1
Value never quantified
Cause 2
Uncertainty pushes teams to "safe" methods
Cause 3
Finance owns price without customer input
Paraphrased and anonymized from recent conversations.
“A new device is being priced at cost plus with no view on its value to the value chain.”
“Our service offer appears to be just another cost-plus offering.”
The approaches we use most often for this problem. Most clients start with one.
How we help
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
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 →Market Edge frameworks used to diagnose and fix this problem.
Agriculture · Europe
[Result]
Two years after launch, a technically excellent cereal seed treatment was missing its targets. Quantifying its value to growers reset the offer and the price.
Read the case →Life Sciences · Delivery devices
Recent work · 2025–2026
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 →Point of view
Market analysis · July 2026
A price drop from genuine cost efficiency and a price drop from overcapacity look identical on a chart, but only one is structural.
Read →Agriculture · September 2026
US net farm income is down about 16% from its 2022 peak while farm sector debt has reached a record, so growers are optimizing return per acre and cutting input costs.
Read →Articles by Market Edge consultants on mkt-edge.com.
As a floor, yes. As the anchor for price, rarely.
Know your value, model scenarios and set rules for when to move.
"We've been sales and rebate led for years."
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."
A new product worth tens of millions is about to be priced without a view of its value to customers.
How we help →Pricing & Value
“Rebates and exceptions are eating margin, and nobody tracks it.”
Read more →Pricing & Value
“We gave away the innovation premium.”
Read more →Pricing & Value
“Every negotiation becomes a discount conversation.”
Read more →Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.