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The Fair Price Formula

2 Weeks


Cohort-based Course

Uplevel your business by learning the fundamentals of setting prices you believe in. Set prices that reflect the value your offer brings.

Hosted by

Janene Liston, The Pricing Lady

Certified Pricing Professional, Business Strategist, Podcast Host, Speaker

Course overview

Pricing either hurts or helps your business, which is it doing in yours?

Does thinking about pricing make you feel...

- nervous?

- like hiding?

- frustrated?

- overwhelmed?

- confused?

You are not alone. Most entrepreneurs struggle with what to charge, for far too long. Finding the right prices for your business feels difficult and mysterious. Not having prices you feel confident about hinders your success.

Why is it so difficult?

You never learned how. All you know about pricing is from being a consumer. Couple that with your fear of hearing "No!" and it's easy to see how stuck you can be.

You know it's a risk not being able to set prices you believe are fair. You:

- waste time & energy worrying

- end up over/under pricing

- can't tell your profit story clearly

- struggle to tell clients what you charge

- discount out of fear, lose the sale or worse don't even try

How much money are you leaving on the table 1000 a month, 5000, 10,000 or more?

Let's change all that.

Who is this course for


You're a Startup trying to figure out how best to position your offer and find prices you believe are fair.


You're an experienced consultant, coach, expert or service professional wanting to feel more confident when communicating prices.


You are ready to start using what you learn to take your business to the next level.

What you’ll get out of this course

Discover how to set prices for your most important offer

Most people just don't know where to start. This 5 step process ensures you look at what's most important to finding prices you believe in and feel confident charging.

See how to determine willingness-to-pay and quantify value

Learn different ways to determine customer willing to pay and to quantify the economic value of your offer. Two important aspects of finding a fair price that most people miss.

Build confidence in what you offer and charge

As you learn how to set prices you will understand why you're charging that price. As a result you'll feel more confident when talking about your offer and sharing the price with clients.

Reduce risk of under/over pricing

By learning how to set prices the right way and by understanding what pricing really is, you'll know what to focus your efforts on so you can reduce the risk of over / under pricing.

Solidify your understanding of profit

Understand how to calculate and discover the impact your decisions have on profit. You can't build a sustainably profitable business when you don't know the numbers.

What people are saying about working with Janene

        Our team has participated in several workshops and courses with Janene, and each time we’ve learned something new about pricing! Working together has given us confidence to price our software and helped us articulate the advantages to clients in negotiations. We warmly recommend working with Janene!”
Ingrid Stalder

Ingrid Stalder

Co-Founder | Vanilla Plan AG
        I felt my prices weren’t where I would want them to be but I didn’t know how to raise them. Janene helped me build a framework that allows me to price my products and services easily and communicate my prices with confidence. Thanks to her help, I’ve been able to raise my prices.
Pauliina Rasi

Pauliina Rasi

Owner, Pauliina Rasi Communications
        Janene is an expert in pricing strategy, and her guidance has been invaluable in helping my business grow. Her knowledge and strategies, along with her engaging teaching style, made a lasting impression on me. I would highly recommend Janene.
Kishoth Navaretnarajah

Kishoth Navaretnarajah

Co-Founder, DreamSpace Academy
        Janene was fantastic to work with! She not only helped me devise a pricing structure that made sense and I could clearly explain to clients, she also helped me unpick some of my assumptions about the way I was pricing. Stellar service and her automated pricing tool is invaluable! I'd recommend her to anyone looking for more clarity in their pricing
Suzanne Doyle-Morris

Suzanne Doyle-Morris

Founder & CEO, Inclusiq

Meet your instructor

Janene Liston, The Pricing Lady

Janene Liston, The Pricing Lady

Janene is a highly trusted Pricing Consultant & Business Strategist working with small businesses, startups and entrepreneurs across industries and the globe. She’s also a Certified Pricing Professional who has been helping businesses improve pricing and profits for over 25 years.

Her mission is to empower small businesses to be more sustainably profitable. Helping them know the value of their offer and more effectively implement their pricing. Ensuring they can confidently create, communicate and charge for the value they deliver. She’s the host of Live with the Pricing Lady, the Podcast, a European public speaking Champion and a sought after podcast and radio show guest.

Watch out, her passion for pricing is contagious.

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The Fair Price Formula

Most people think the cheapest price ALWAYS wins, but those low prices are killing your business.


Your Pricing Strategy

In the prework, before our first live session I'll guide you through defining a high level pricing strategy and selecting your main target group. This will help you prepare for our first session together.


Price Setting Thought Process & Customer

In this module (our first live session) I'll introduce the Price Setting Thought Process and the Bulls-Eye Concept. And how they're used to set prices. Then we will start looking at the customer to gain the first pricing insights.


The Offer & Customer Willingness-to-pay

As a project prior to our second live session you'll select the main offer and define your USPs. Then in the live session you'll discover different ways to assess what your customers are willing to pay for your offer. Including what and how best to ask.


Checking Out the Competition

In this project, prior to our third live session you'll do an assessment of your main competitors.


Quantifying the Value of Your Offer

Now let's take a look at the four areas to consider to help you quantify the value of your offer. And we look at a couple of different approaches.


Understanding Costs & Looking at Profit

As a project before our live session you'll gather and assess those costs. Then in the live session we'll start putting it all together to look at profit and finalize your price. With a simple simulation tool you'll be able to calculate profits


Bringing the Thought Process into Your Daily Business

In this final project after our last live session together I'll share with you how to use this in the wider context of your daily business. And you'll learn some additional tips and tactics to apply as you put those prices out in the world.

Course schedule

4-6 hours per week
  • Start Friday May 19th

    Starting May 19th you'll get access to the Getting Started and pre-work materials. You can start connecting which each other and get ready for our first live session.

  • May 23rd, 2023

    4pm - 6pm Central European Time

    Live Session 1: Price Setting Thought Process & Customer Behavior

  • May 25th, 2023

    4pm - 6pm Central European Time

    Live Session 2: Understanding Customer Willingness to Pay

  • Optional: May 27th, 2023

    4pm - 5.30 pm Central European Time

    Let's work together. This is a time when those who want to meet on Zoom and you work on your pricing. We'll take a break together in the middle and can enjoy a chat or some Q&A.

  • May 30th, 2023

    4pm - 6pm Central European Time

    Live Sesssion 3: Quantifying the Value of Your Offer

  • June 1st, 2023

    4 pm - 6 pm Central European Time

    Live Session 4: Understanding Costs & Profit

  • Optional: June 3rd, 2023

    4 pm to 5.30 pm Central European Time

    Let's work together. This is a time when those who want to meet on Zoom and you work on your pricing. We'll take a break together in the middle and can enjoy a chat or some Q&A.

  • Live Session Notes

    All sessions start at 4 pm Central European Time (that's 10 am on the East Coast USA).

    Live sessions will be recorded and replays made available. The co-working sessions will not be recorded.

Learning is better with cohorts

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

Frequently Asked Questions

What happens if I can’t make a live session?
What is the expected time commitment?
Who is this NOT for?
What’s the refund policy?
Is this better for product or service based business?
Is there anything I need in advance?
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The Fair Price Formula