If you go to the Microsoft Tech·Ed 2005 site, you’ll find that if you “Register by April 15, 2005, and get the Tech·Ed 2005 early registration rate of just $1,695. That’s 15% off the regular rate of $1,995.”
From this article, TechEd: Ballmer pushes greater platform integration there were 11,000 attendees at Tech·Ed 2004
So, I did a little math:
Now, okay. I admit I have no idea how much it costs to run an event like TechEd. And I’m not so naive to try to suggest that Microsoft should loose money on the event, heck maybe they already do. But, I’m wondering if MS just might be Loosing Potential Profit on TechEd. If you read Joel on Software - Camels and Rubber Duckies about product segmentation, and you apply this to Teched, MS may be missing out on a lot of sales.
I’m not going this year, because as an independent consultant, I can’t afford $1,695. I mean, I could go to Paris for a weekend for that kind of money. Okay, here’s a barrage of Rumsfeld-style self-questioning:
“Would I go for $1000?” Probably not.
“What’s my price point?” I think I could safely say I’d purchase a ticket for $595.
“Am I too cheap?” Yes.
“Could MS Charge me $595 and still make money?” Probably.
“But don’t they sell out anyway at the high price, how would they make space for the cheap seats?” I’m not sure, but they can figure out this one, I mean come on, they’re Microsoft.
So, how about a little more market segmentation? Hey, they may make some more money! Here’s a pricing suggestion:
- Tech·Ed 2005 Universal Pass – $1,995 ($1,695 early bird)
- Tech·Ed 2005 Developer Pass (no lunches, no parties) – $995 ($595 early bird)
- Tech·Ed 2005 Keynote Pass (keynotes and expo only) – $295 ($195 early bird)
- Tech·Ed 2005 Expo Only – $95 ($55 early bird)
And I know, MS does have some free developer events. The MSDN events are great! And the code camps (from what I hear) are even greater! But we all want to go to TechEd, I mean, it’s sorta like our Mecca, right?
So, until I get my cheap seat, I’ll be putting this banner on my blog.
-Brendan