Discussion Questions Analyze the pricing decision for the Undead Rising Kickstarter project: How much money will ABG make from each copy of the basic game? Based on past projects and performance, how much total revenue will Undead Rising make through each method of distribution? What does this say about these channels and pricing? Why would ABG not just offer "the Swarm" as a separate add-on at a specific price instead of bundling? If it was offered this way, what should the price have been? How much value does "the Swarm" offer to customers? Was the pricing scheme fair? Why or why not? Examine the customer comments. What do you think that the customers are communicating? How is this Kickstarter project different from previous ABG projects? Consider the options available to ABG at the time of the emergency meeting (do nothing; do nothing but explain; open the USD 310 pledge level to an unlimited number; roll the price back to USD 250). Perform appropriate financial analysis for each option. Examine the role of company, competition, and customers on this decision. Which option should ABG choose? Explain your answer.