個案資料
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Betting on Growth: The Right Pricing Structure for Kalshi
內容大綱
It is September 2021, and Kalshi is a new, Commodity Futures Trading Commission (CFTC)-approved trading platform for event contracts. Kalshi went online just a few months earlier, after a successful round of Series A funding. Sumer Sao, the first (and at the time the only) member of Kalshi’s growth team, realizes that the key to the company’s sustained success is to quickly grow the number of daily active users to increase liquidity on the trading platform. To achieve that, Kalshi needs to find the right pricing structure that can potentially attract different target segments while also encouraging trading.
學習目標
This case can be used in a pricing strategies course at the undergraduate or graduate level in the module on pricing structures. It can also be used in an advanced marketing management or entrepreneurship course when discussing pricing decisions. Following discussion and analysis of the case, students should be able to do the following:<ul><li>Understand the importance of the pricing structure (rather than the price point) for the success of a business.</li><li>Understand the impact of pricing on consumer behaviour.</li><li>Determine features for different tiers in a tiered pricing structure.</li><li>Use the pricing structure to target different segments of investors.</li></ul>