To avoid unpleasant surprises, you too should determine the costs incurred by your customer in each stage of the CVC, whether these are monetary, time, or effort costs. Then do the same for your competitors and new entrants, determining which company’s offerings fare best in the eyes of the customer. Ultimately, most customers will favor the option they perceive to cost less—not just in terms of price but in total. Is it yours? Or is it your upstart competitor’s?
