MBA/Asia Business Conference Pricing

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1) The MIT Sloan Asia Business Conference conducted a pricing survey to determine the optimal pricing strategy for students, graduates, professionals, and how willingness to pay is impacted by factors like exposure to Asia. 2) The survey of 272 responses tested willingness to pay for different attendee groups and found opportunities to increase prices for all segments. 3) Contrary to hypotheses, the survey found that MBAs were the most price sensitive overall, and that differences in Asia exposure did not significantly impact willingness to pay. The recommendations were to raise student prices to $50 and professional prices to $100 to double revenues.

Career Technology Business

MIT Sloan Asia Business Conference15.818 Pricing ProjectThomas AnnicqShih-Hung ChenDouglas HwangLilianTse

1st ever MIT Sloan Asia Business ConferencePricing Strategy 1.0:Pricing “from the gut”What do competing regional conferences charge?Pricing a little under thatCapacity constraint hit quicklyOpportunity missed

Pricing Survey GoalsIs exposure to Asia related to willingness to pay?How can we maximize both undergrad and grad attendance?Do MBA’s have a different willingness to pay than grad students?What prices should we charge professionals?

15.818 ApproachMonadic Pricing Survey272 ResponsesTesting various WTP for the 4 different constituentsBack testing based on data from specific themed conferences: SAC, VCC, PES

Survey ParticipantsMean exposure level: 6.2 (out of 10)St. Dev: 2.1

HypothesisStudents are more price elastic than non-students (MBA less than non-MBAs)Past attendees are more price elastic than non-attendeesThose exposed to Asia will be less price elastic than non-exposed

ElasticityOpportunities to increase price in all segments, for interested partiesContrary to hypothesis, MBAs are the most price sensitive when considering everyoneDifferences in Asia exposure are minor

MBA Conferences ComparedData pulled from MIT Sloan Africa, Latin America, Asia, VC, PE, Sports and HBS Asia Conferences

ConclusionsWTP does not change with expected exposurePrevious attendanceIndustry conferences have lower elasticities than regional conferencesMBA Conference Pricing is generally TOO low

Survey ArtifactsVery MBA-centric survey participantsPrice anchoring“Gaming”

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MBA/Asia Business Conference Pricing

1. MIT Sloan Asia Business Conference15.818 Pricing ProjectThomas AnnicqShih-Hung ChenDouglas HwangLilianTse

2. 1st ever MIT Sloan Asia Business ConferencePricing Strategy 1.0:Pricing “from the gut”What do competing regional conferences charge?Pricing a little under thatCapacity constraint hit quicklyOpportunity missed

3. Pricing Survey GoalsIs exposure to Asia related to willingness to pay?How can we maximize both undergrad and grad attendance?Do MBA’s have a different willingness to pay than grad students?What prices should we charge professionals?

4. 15.818 ApproachMonadic Pricing Survey272 ResponsesTesting various WTP for the 4 different constituentsBack testing based on data from specific themed conferences: SAC, VCC, PES

5. Survey ParticipantsMean exposure level: 6.2 (out of 10)St. Dev: 2.1

6. HypothesisStudents are more price elastic than non-students (MBA less than non-MBAs)Past attendees are more price elastic than non-attendeesThose exposed to Asia will be less price elastic than non-exposed

7. Total Interest, WTP

8. Asia Exposure, WTP

9. Asia Exposure, WTP

10. Attendance, MBA, WTP

11. ElasticityOpportunities to increase price in all segments, for interested partiesContrary to hypothesis, MBAs are the most price sensitive when considering everyoneDifferences in Asia exposure are minor

12. MBA Conferences ComparedData pulled from MIT Sloan Africa, Latin America, Asia, VC, PE, Sports and HBS Asia Conferences

13. ConclusionsWTP does not change with expected exposurePrevious attendanceIndustry conferences have lower elasticities than regional conferencesMBA Conference Pricing is generally TOO low

14. Survey ArtifactsVery MBA-centric survey participantsPrice anchoring“Gaming”

15. RecommendationsAsian Business Conference Raise student prices to $50Raise professional prices to $100In effect double revenuesRe-brand conference to a regional “industry” focus

16. Questions?

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MBA/Asia Business Conference Pricing

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