Cost-Justifying Usability, 2nd Edition

price to maximize the difference between the consultant’s expected revenue

and the cost of delivering the service. The second, market penetration, typically

results in the firm charging fees lower than what the competition charges. This

approach makes sense if the market is sensitive to differences in pricing or if the

consultant needs experience to attract and retain customers. In the third

approach, market skimming, the consultant seeks to make a large amount of

profit from a small number of clients by charging very high fees. This approach

makes sense when the market associates high fees with high quality or for inde-

pendent contractors who do not ...