Conclusions of Working with WebNinjaSchool

Over the past few months we have had the pleasure of watching the first users interact with MPPL and wanted to share some of our findings with you.

The majority of our findings are from a beta test we ran with WebNinjaSchool, which organizes boutique cutting edge technology courses in Israel.
During this process we were experimenting with the different aspects of MPPL.

Some of our Questions were:

  • What are the psychological purchasing behavior reactions of the buyers?
  • Do people like the concept of "fair dynamic pricing"?
  • Are "PayPal Preapproved Payments" reliable from a merchant's standpoint?
  • Would buyers trust MPPL with large pledge sums (~$800)?
  • Would the buyer feel comfortable paying the merchant directly from the MPPL embedded widget without having to leave the sellers website?

Our hypothesis is that MPPL:

  • Increases Target Audience - Dynamic pricing allows for lower price possibilities for people who may not have considered the higher price options.
  • Makes Things Viral -  Every person interested in purchasing a particular offer has a self interest that as many people as possible join the offer in order to bring the price down for himself, thus causing them to share the offer on FB, Twitter and get family and friends to join the offer.
  • Creates a Positive Consumer Experience - Where everyone pays the same price and the overall feeling is that the merchant is making an effort to come up with a fair price arrangement with the consumer, finally resulting in a positive consumer experience and returning customers.

 The Test Included:

  • Buying traffic to WebNinjaSchool courses from Google, Facebook etc.
  • Sending leads to the embedded widget page on the course website.
  • Following up with leads by phone and email - sometimes needing to further explain how MPPL works.
  • Allowing people to determine their maximum price through preapproved payments online with paypal or make a manual pledge and pay when the offer was over by check or cash.
  • Collecting the payments through paypal once the offer was over and the final price was determined.


  • MPPL is Trusted  - While some people (companies) preferred to pay by check (in a 30 day delay), others preferred to make a preapproved payment through MPPL even at large sums such as $800. Some even created a paypal account just for the occasion, and some without ever talking with the merchant on the phone or email (they simply got to the payment page, understood how it works and made the pledge). Of course it is essential that the merchant is trustworthy in order for people to use MPPL - but the bottom line is that during these first sales people understood the system and were comfortable using it.
  • It's Viral! - Some people posted on FB while explaining that its not only a great course but the price is fair due to MPPL, others tweeted (or retweeted) and someone even brought his brother along.
  • Increased Affordability - People naturally had different considerations to how much money they could invest in order to participate in the course and due to the flexible dynamic pricing system combined with the option for the buyer to pledge their max price some didn't mind paying the highest price since they really wanted to register for the course and the highest price was a reasonable price, while others pledged at the middle and some even at the lowest prices (which weren't always the final price), meaning there was the risk that they could be left out if there weren't enough people for that price. The results were varied.  For one of the courses, the vitality effect caused the course to fill up to the max allowing everyone to pay the lowest price and those who pledged at the lower end to be in without having to raise their pledge. At another course the class didn't fill up to the max and those who pledged at the lower end actually increased their pledge price by ~$50 in order to stay IN (while bringing the final price down further for everyone else).
  • Positive Experience - Since we were very involved in the process and got to meet the students as well we had the pleasure of finding out that people felt really good about the price and the fact that it came down due to increased participation, leaving them with an extra positive experience (some of them also wanted to come back for more).
While those are the bulk of our conclusions we also got a chance to learn the complexities of PayPal's adaptive API, specifically preapproved payments. One PayPal's major risk calculations for allowing payments to go through is if the buyer or seller have a verified account (most importantly the seller).


Pricing Events - Catch 22

This post is the first in a series of posts explaining why the innovative ecommerce solutions we provide at MPPL are not only fair for the consumer, but may also prove to be a better option for traditional companies looking to increase bottom line revenues.

This post will specifically address the Event Industry and focus on how MPPL can greatly improve it. If you have any experience organizing an event, such as a party, a course, a convention or a concert, you probably went the through the following phases:

  • Comparing prices with the competition. 
  • Calculating your costs = expenses + the minimum profit you hope to earn. 
  • “Randomly” determining a price for your event that would compete with the competition 
  • Dividing your chosen price by your total costs in order to figure out the minimum number of people you need to register for your event in order to satisfy your expectations. 

Now you have two numbers to work with (Event price + Minimum number people to make you happy) and a plan! Anything you earn beyond that is pure gravy. Heck… maybe you will even start giving people discounts - after all you’ve already hit your goal, right?!?

Wait, wait… lets not get sidetracked. Let’s not forget the goal of every event organizer is to make as much money as possible by selling tickets (and maybe also make the clients happy).

In any case, what if that initial “Event Price” you came up with was too expensive for some people and, thus, prevented them from attending your event? Furthermore, if you sold tickets at a lower price many of those people would have attended your event and your bottom line profit would have been much greater? Well… you probably never took that chance because it would have left you extremely vulnerable financially if that pricing scenario failed and you got stuck selling too few tickets at the lower price.

I call that the chicken and egg situation of pricing events, but that’s all in the past now J With MorePeoplePayLess, event organizers have the freedom of planning for all possible outcomes by flexibly pricing their events to perfectly accommodate the number of people who end up registering. As a result, customers get a better price while event organizers increase bottom line profit. Not only that, but the total expenses for organizing the events don’t increase significantly as more people register, allowing for greater pricing flexibility with minimum overhead.

With MPPL, here’s the new math for determining the “Max Profit” of your next event: Total max cost (Expenses + max profit) / the max number of tickets you will allow to be sold for your event = a much lower price for your customers. 

Remember! Happy customers spread the news through positive word-of-mouth, and they often return themselves.

If you would like any assistance determining the dynamic price range of your next event we would be more than happy to help you figure it out and setup up your offer.