Pricing for Startups and Scaleups - powered by Behavioral Economics
Cohort-based Course
Decide which pricing model is right for you, and take action to build it. Move from gut feel to facts and frameworks.
Pricing for Startups and Scaleups - powered by Behavioral Economics
Cohort-based Course
Decide which pricing model is right for you, and take action to build it. Move from gut feel to facts and frameworks.
Course overview
Build, review, and optimize your pricing model
"The only difference between companies that succeed and companies that fail is that winners figured out how to make money. The winners thought deeply through the revenue, pricing, and business model."
(Steve Ballmer)
Startups and scaleups are busy managing product, acquisition and everyday trouble shooting. This often leaves little time, attention, and budget for pricing considerations, let alone pricing consulting.
But ventures that do not have an answer to how to make money will not be able to grow profitably and will not be appealing for investors. The days of growth at any price are probably over.
The course will elaborate a playbook for the development of a pricing model, backed by 12+ years of pricing consulting experience with startups and corporates, B2C and B2B, software and hardware, providers and platforms.
This will allow you to take immediate action as well as elevate your future pricing decisions from gut-based to fact-based.
Pricing is about managing customer (purchase and usage) decisions. Behavioral economics is the state-of-the-art of understanding human decision-making. That's why we will draw on behavioral economics to take the customer perspective on pricing.
This is course is for you, if you...
01
...are founder / CEO / responsible for pricing in a startup or scaleup, or an investor aiming to advice your portfolio companies on pricing
02
...need guidance on current and future pricing decisions (as you feel that you might leave money on the table)
03
...aim to apply best practice pricing models based on an understanding which pricing models work why, how and when.
What you’ll get out of this course
The WHY: Pricing, behavioral economics, and why it matters
Why you should care about pricing, behavioral economics, and how the two are related. An overview of what a pricing model is and which decisions need to be taken to optimize it.
The WHAT & HOW: A playbook to design your pricing model
A set of rules to decide under which conditions which pricing model makes most sense and a toolbox to translate information into implications to design your pricing model. We will use project and group work to apply this to your own pricing model.
The WATCH-OUTs: Pricing dos and don'ts
Common pitfalls and best practices in pricing.
Pricing for Startups and Scaleups - powered by Behavioral Economics
What people are saying
Klaus Enke
Carsten Maschmeyer
Eivind Berg Lühr
Ingemar Pohl
Meet your instructor
Manuel Wätjen
Pricing Consultant
- Member of the Executive Board at Vocatus, a boutique pricing consultancy headquartered in Munich/Germany
- 12+ years of experience in pricing for B2C and B2B, from startups to global players
- Clients include ventures in software (ERP, DMS, HR, fintech, corporate governance, construction, craftsmen, etc.) and hardware (medtech, electronic components)
- Connect on LinkedIn
Be the first to know about upcoming cohorts
Pricing for Startups and Scaleups - powered by Behavioral Economics
Course syllabus
Bonus
Define a product structure
Course schedule
4-5 hours per week
***Dates to be announced soon***
Mondays & Thursdays over 2 weeks
1:00pm - 2:30pm EST / 19:00 - 20:30 CET
We'll do 4 sessions, 1.5 hours each, with group excercises, break-out sessions, and suffiicient room to tackle individual questions.
Session 1
Understand the WHY:
- Fundamentals of human decision making (behavioral economics)
- Sources of price acceptance
- Common pricing misconceptions
Session 2
Prioritize the WHAT:
- Prioritize decisions to be taken when designing your pricing model
- Bad and best practices along these dimensions
Session 3
Elaborate the HOW:
- Develop your pricing model pt. 1
Session 4
Elaborate the HOW:
- Develop your pricing model pt. 2
Prep work
2 hours per week
To prepare best for the sessions and for us to have a flying start working on your individual pricing models, prep times of around 1-2 hours in between the sessions can be expected.
Free guide: 6 Ingredients of a Pricing Model
A pricing model essentially consists of six ingredients. But only if the right ingredients are brought together by a sensible recipe, you'll end with a pricing model that ist both tasty for your customers (as it facilitates their decision-making) and for your company (as it creates profitable revenue). Read about those ingredients in my free guide, covering product story, product structure, revenue model, price metric, price structure, and price level.
Get this free resource
Learning is better with cohorts
Active hands-on learning
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you
Be the first to know about upcoming cohorts