Patrick Lefler

Patrick Lefler

The Spruance Group
Patrick Lefler is the founder of The Spruance Group -- a management consultancy that helps growing companies grow faster by providing unique value at the product level: specifically product marketing, pricing, and innovation. He is a former Marine Corps officer; a graduate of both Annapolis and The Wharton School, and has over twenty years of industry expertise.
  • 1 comments 745 reads
    Posted on 2012-01-18

    I missed this when it came out last week, but Nick Bilton of the New York Times wrote an interesting article on how dynamic pricing—a pricing model where the price rises or falls based on real-time changes in demand—affected users of Uber – the service that allows people to order livery cabs through a smartphone application. Dynamic pricing, long hated (but accepted) by most airline customers for the past two decades is now becoming more common in our everyday lives. And judging by the reaction by Uber’s customers, it still has a long way to go until it is viewed in a positive light.

    On New Year’s Eve, Dan Whaley, a tech entrepreneur in San Francisco, got into a black Town Car and was driven one mile to a holiday party. The ride cost him $27. At the end of the night out, Mr. Whaley took...

  • 0 comments 431 reads
    Posted on 2012-01-04

    Verizon’s botched $2 “convenience fee” price hike for customers who pay cellphone bills over the phone or on the Internet should serve as the poster child for bad execution of a price hike strategy.

    Last Thursday’s announcement by Verizon Wireless regarding its intent to charge the fee starting January 15th was immediately lambasted by customers and consumer groups alike. Even the Federal Communications Commission (FCC) took notice and issued a statement that, "On behalf of American consumers, we're concerned about Verizon's actions and are looking into the matter."

    Barely 24 hours after the initial announcement, Verizon reversed its position and announced that it was cancelling its plan to impose the new fee. Talk about an execution debacle and public relations nightmare. And while I'm sure that Verizon is going though its own post-mortem, here are three lessons that I think can to be learned from last week’s fiasco.

  • 0 comments 516 reads
    Posted on 2011-12-15

    Samll Gas Engine

    Peter Drucker said something very similar. “Don’t confuse novelty with innovation.” And what he meant was that innovation is much more than just change. It’s all about new products or new markets for existing products, or even new ways to sell existing products in existing markets.

    It’s not so much about doing something different, as it is about doing something that increases profitability. And it’s usually not all that complex; it doesn't require anything close to being a "stroke of genius." In short, innovation is what differentiates you from the competition; it’s what gives you a competitive advantage that can’t be easily copied by your competitors; and it’s what affects bottom-line results.

    In an essay titled “The New Venture,” Peter Drucker recounts a wonderful story of...

  • 0 comments 331 reads
    Posted on 2011-11-30

    Hugh Jackman: Back on Broadway

    This past weekend,  a New York Times story written by Patrick Healy described how Broadway is adopting the newest trend in pricing models - dynamic pricing. The article--Broadway Hits Make Most of Premium Pricing--highlighted the recent success of performances like “Hugh Jackman; Back on Broadway” in leveraging dynamic pricing.

    The producers of Hugh Jackman’s song-and-dance-and-bump-and-grind show on Broadway were so bullish about his popularity that, even before the first performance last month, they raised prices from $155 to $...

  • 0 comments 282 reads
    Posted on 2011-11-15

    In a recent Wall Street Journal article titled To Pay or Not to Pay..., author Sumathi Reddy highlighted the newest pricing model de jour: pay-what-you-want. The concept itself is not new; I can remember going to NYC’s Museum of Natural History a few years back with my kids and seeing the admission price listed as something like “Suggested Donation: $10.” As I was getting the $50 out of my wallet, a local standing next to me remarked, “Don’t worry about the sign, it applies only to tourists, not local New Yorkers.” Despite the advice, I paid the full ‘donation’.

    What’s unique about this trend is that it is now crossing over from non-profit institutions to for-profit businesses--in this case, the restaurant business. According to the author:

    One World Café in Salt Lake City opened in 2003 as a pay-what-you-want café. Several years later, founder Denise Cerreta created a nonprofit that has helped launch more than a dozen similar operations,...

  • 0 comments 568 reads
    Posted on 2011-11-10

    Strategy lessons from the Battle of Midway

    Many historians regard the Battle of Midway as perhaps the most important naval battle of the past 100 years. Prior to the engagement, Japanese naval forces, using a series of offensive thrusts, had achieved a series of stunning victories over Allied forces—starting with their surprise attack upon the U.S. Pacific Fleet at Pearl Harbor, extending on to their conquests of the Philippines, Malaya and Singapore, and then to their victory at the Battle of the Coral Sea. After Midway, the Japanese fleet surrendered its offensive strategy and spent the rest of the war in a (losing) defensive posture. Famed military historian John Keegan called it “the most stunning and decisive blow in the history of naval warfare.”

    While the tactical lessons from this historic battle have been well documented and applied by...

  • 0 comments 522 reads
    Posted on 2011-10-29

    Hewlett Packard announced yesterday that it was not going to sell its PC business after all, but rather, it would keep the $40.7 Billion division. According to the Wall Street Journal,

    Meg Whitman [H-P’s CEO] said Thursday that H-P will keep its $40.7 billion PC division, backing away from its prior plan—endorsed 69 days ago by Ms. Whitman and other H-P directors—to explore splitting the company. H-P said a new evaluation had found the move was simply too costly.

    Too costly to sell? Not exactly a ringing endorsement for a division that was lagging industry rivals with a 5% margin. What kind of message does that send to its customers, parters, suppliers and stakeholders? What it tells me is that when the divestiture costs of selling the division become more acceptable, then it will once again be on the chopping block. Who wants to invest in H-P computer products with that type of risk hanging around?

    The article went on to give other reasons...

  • 0 comments 526 reads
    Posted on 2011-10-14

    Today would have been John Wooden's 101st birthday. Born in the small town of Hall, Indiana on October 14, 1910, the former UCLA basketball coach passed away last year at the age of 99. While Wooden’s accomplishments are well known, it’s interesting to note that the coach didn’t win his first championship until 1964, when he was 53 years old. He had been the head coach at UCLA for sixteen seasons prior, but his teams had enjoyed limited success during those years. Before the breakthrough 1964 season, Wooden’s teams appeared in only five NCAA tournaments and on four of those occasions, they never made it past the first round.

    All that changed with the 1963-64 squad, when Wooden won his first NCAA championship with a team that finished the season with a perfect 30-0 record. Eleven years and ten national championships later, Wooden retired from coaching with a record that may never be matched. His streak of seven...

  • 0 comments 569 reads
    Posted on 2011-10-13

    It seems that Hewlett-Packard is now re-thinking an earlier decision to spin off its personal-computer division. If you remember, it was just two months ago that (now-replaced) CEO Leo Apotheker announced the decision to split the computer company into two and sell off the personal-computer division. With Apotheker now gone (and nearly forgotten), newly-installed CEO Meg Whitman is taking a second look at the controversial decision.

    According to the Wall Street Journal, Whitman is “crunching the numbers of the proposal” and reports seem to suggest that HP might be better off keeping the personal-computer division, which contributed $40 billion in revenue and $2 billion in operating profit in H-P’s most recent fiscal year. But it seems that the folks from H-P are also looking at other reasons for keeping the business. According to the article:

    In particular, separating the PC division would significantly diminish H-P's buying power with component makers...

  • 0 comments 720 reads
    Posted on 2011-09-14

    The Wall Street Journal’s Jeffrey Trachtenberg wrote an interesting article on Monday that asks the question: As more and more readers make the switch to digital books, why are so many of the most popular ones priced so high?

    As physical book sales fall, publishers' fixed costs are becoming more cumbersome. One area major publishers can cushion the blow is by keeping e-book prices higher. "If e-book prices land at 99 cents in the future we're not going to be in good shape," said one New York publishing executive, who asked not to be identified.

    The business is changing. If publishers are having a hard time covering fixed costs today, it’s only going to get worse tomorrow. The publishers who will eventually survive are going to be those who find innovative ways to reduce their...