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Atenga Overview
Atenga,
Inc., is a market research and consulting
company focused on perceived-value-based price optimization.
As such, Atenga conducts surveys and in-depth interviews
with a company’s customers, prospects, potential-business
contacts, and sales channels (“the Marketplace”) in
order to establish the perceived value of a brand, company,
product or service. The perceived value is based on
many factors: the market place’s perception of the company,
brand, product, service as well as the needs, wants,
expectations, and values of the clients, and the competitive
environment. Based on the perceived values, the price
level and structure, as well as timing, structure and
content of pricing, packaging, messaging, and sales
tactics can be set correctly.
Atenga
performs original market research including web surveys,
in-depth interviews, focus groups, and telephone surveys
to gather statistically valid data and from this data
develop price and other recommendations for our clients.
Atenga Believes
Prices must
be based on the value perceptions of the Marketplace.
These perceptions are the result of a dialogue between
the Marketplace and our clients, and other factors that
need to be identified and managed. Over time, the company
can and must take responsibility for shaping those perceptions.
The
price strategy must rest on the Iron Law of Pricing:
Different customers will value your products and services
differently. This is an opportunity to earn higher profits
in some segments and greater market share in others.
Ultimately, the pricing strategy is an ongoing process
to enable our clients to serve more and more customers
and again more and more profitably.
Price
actions – including but not limited to offering different
price levels – can be used to improve price realization.
Price actions include price imaging, strategic discounts,
bundling and unbundling, payment terms, payment structures,
time-limited offers, and incentives for channel partners,
salespeople and, sometimes, customers.
Atenga's Team
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Per
Sjofors
Managing Partner
per@atenga.com |
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Per
has more then 20 years of executive management
experience and has built a number of successful,
and very profitable, sales and marketing
companies in Europe and in the US. Per also
co-founded industry association G-SAM and
has published a number of articles in industry
press. He is also a sought-after speaker
at conferences.
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Dennis
Brown
Partner, Commercial Development
dennis@atenga.com |
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Dennis
has been an entrepreneur and corporate executive
for over 25 years, helping companies discover
and adopt new methods, processes, and technologies.
He has a B.S. from Georgetown University,
and a Masters degree from the University
of Southern California (USC). He taught
Business Information Systems at the university
level for six years.
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Bob
Haefliger
Principal Sr. Analyst
bob@atenga.com |
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Bob
has more then 20 years of executive management
experience with a focus on corporate finance.
He earned a B.A. in International Relations
from Brown University and an M.B.A. in Finance
from Cornell University’s Johnson
Graduate School of Management.
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Matthew
Brown
Director, Marketing and Public Relations
matt@atenga.com |
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Matt
has over 10 years of online marketing experience.
Starting college at 11, Matt holds a Degree
in Mathematics and specializations in Management,
Accounting, and Computing from UCLA. Matt
is the founder of fredric press (a publisher)
and co-founder of TheSportsCoach (online
magazine).
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Wes
Kauble
Senior Research Analyst
wes@atenga.com |
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At
the age of 16, Wes was thrust into the business
world and has loved every minute of it.
Through his work as a sales and finance
manager in the automobile industry, to his
success as an entrepreneur in college, he
has always excelled at doing what is best
for his customers and delivering results
with impact. Wes has a B.A. in Government
from Harvard.
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Nick
Kennedy
Senior Research Analyst
nick@atenga.com |
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Nick graduated Harvard
in the top percentile of his class with a BA in
Government and Economics. He is the founder
of Upicket Inc, a nonprofit organization
promoting environmental concerns and activism.
Nick was also the Captain of the Harvard
B-side Rugby team. Nick is dedicated to
generating the results that our clients
and team members deserve.
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Jerry
Mitchell
Research Associate
jerry@atenga.com |
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Jerry
has over 30 years experience in telecommunications
research in a multitude of different industries.
Over that time he has been instrumental
in designing, implementing, improving, and
installing new telecommunication strategies
and technologies. Jerry served in the US
Navy from 1968 to 1972.
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Chris
Golden
Manager, Survey Administration
chris@atenga.com |
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Chris
brings more than 10 years of operations
experience to Atenga. Prior to Atenga, Chris
managed bidding communications and documentation
in the construction industry. Earlier in
his career he also managed live audio productions.
Chris studied advanced math, computer science
and physics at the University of California
at Irvine.
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Board of Advisors
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Jerry Bernstein |
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Jerry
Bernstein brings over 20 years of pricing
experience to help solve your pricing problems.
He is recognized as a “thought leader”
in the pricing field. His achievements include
international recognition through speaking
engagements at association conferences,
as well as the publication of a number of
articles on pricing. His work has been noted
in publications including the Wall Street
Journal, Business Week, Control Magazine,
and the Journal of Professional Pricing.
Jerry also has over 15 years of service
as a member of the Board of Advisors for
the Professional Pricing Society.
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