La Llamada del Precio

A product manager at a fictional Spanish software company that sells booking and management software to hair and beauty salons must settle, in tomorrow morning's call, the price of the new version: EUR 49, EUR 79 or three tiers. 3,200 salons pay EUR 39 today; the rival charges EUR 59. Over three decisions the learner chooses the price and what to expect to break.

Decision 1, the evening before: what the price rests on (the rival's price page, a cost-plus sheet, or a willingness-to-pay survey of 212 salons by size), what is written down in advance (nothing, only a revenue target, or thresholds with owners and a day-45 review) and who hears the plan before the call (nobody, only the CEO, or sales and customer care).

Decision 2, the call: the plan (EUR 79 for everyone, EUR 49 for everyone, or Esencial EUR 39, Pro EUR 79 and Cadena EUR 159), the salons that already pay (all at the new price at renewal with 30 days' notice, EUR 39 for ever, or 90 days' notice with a halfway step) and the discount rule (up to 30%, only 15% for annual prepayment, or none).

Decision 3, day 60: the rival cuts to EUR 45 - match, hold with value, or agree a floor price with its CEO; fix nothing, roll back, or fix what crossed its threshold; and report to the committee.

The model is deterministic: three salon segments with their own willingness to pay give trial conversion, migration churn and the price each salon pays; the result is annual recurring revenue, active salons, current salons still paying, average price, discounts given and a credibility index.

The score combines the quality of each decision with revenue, salons and credibility, and is capped when a floor price is agreed with the competitor, which is a cartel under Spanish and EU competition law. Spanish (primary, Spain) and English.

An intermediate simulation for participants who already know the core concepts of the subject, designed for master's and MBA programmes.