The Fair Price Formula


(4 ratings)


3 Weeks


Cohort-based Course

Uplevel your business by learning the fundamentals of setting prices you believe in - profitable prices that reflect the value delivered.

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.

Course syllabus

6 live sessions • 7 modules • 18 lessons • 9 projects
Expand all modules
  • Week 1

    Jan 26—Jan 28


    • MODULE 01_Target Customer & Your Pricing Strategy

      In this first Module we will start by taking a look at the customer. They are the cornerstone of good pricing - because pricing is rooted in a deep understanding of the customer. So we being our journey here.

      Then you'll learn about common pricing strategies and how they apply in different businesses.

  • Week 2

    Jan 29—Feb 4


    • Jan


      *Session 1 - Price Setting Thought Process & Buying Behavior

      Tue, Jan 30, 8:00 AM - 10:00 AM UTC

    • Feb


      *Session 2 -Understanding Willingness-to-Pay

      Thu, Feb 1, 8:00 AM - 10:00 AM UTC

    • Feb


      *Co-working Session 1

      Sat, Feb 3, 12:00 PM - 1:30 PM UTC


    • MODULE 02: Price Setting Thought Process & Customer

      In this live session you'll:

      • Review Q&A from the first module

      • Get an intro to the Price Setting Thought Process & Bull's Eye

      • And we'll discuss Customer Buying Behavior

    • Module 03_ The Offer & Customer Willingness to Pay

      You'll start the module by taking a look at the offer:

      • You'll look at segmentation

      • And select the main offer

      In our second live session we will focus on:

      • Adding Q&A from previous material

      • Understanding customer willingness to pay

    • Module 04_Marketplace

      In this module you'll do some self-paced work look at the marketplace and competition. And identify where you want to be positioned relative to the market.

  • Week 3

    Feb 5—Feb 11


    • Feb


      *Session 3 - The Economic Value of Your Offer

      Mon, Feb 5, 8:00 AM - 10:00 AM UTC

    • Feb


      *Session 4 - Exploring Profit

      Thu, Feb 8, 8:00 AM - 10:00 AM UTC


    • Module 05_Quantifying the Value of Your Offer

      In this module we will focus on:

      • Q&A from previous work

      • Learn how to quantify economic value

    • Module 06_Understanding Costs & Profits

      First, in a self-paced exercise you'll focus on two things.

      • Making a summary of your business costs (fixed)

      • Making a summary of the costs of your offer

      In the live session we'll address Q&A and then you'll take a closer look at the simulation tool to help you run scenarios and select your final prices.

    • Module 07_Create your plan going forward

      In this self-paced module you'll focus on:

      • I'll give you tactics for pricing other parts of your offer

      • You'll create a plan for completing the Price List for the main target customer group.

      • And you'll look at what to do with other customer groups

  • Week 4

    Feb 12—Feb 14


    • Feb


      *Co-working Session 2

      Mon, Feb 12, 12:00 PM - 1:30 PM UTC


(4 ratings)

What people are saying about this course & working with Janene

        I took the course because I shy away from numbers & didn’t feel confident setting prices. The tools & examples were easy to follow. I loved how it went beyond numbers, helping me highlight the benefits & value of my offer as I learned to set prices.  I highly recommend the course, Janene challenges you to think deeply, creatively & strategically.
Sabra Saleh

Sabra Saleh

Owner | Tool Kit Communications
        This is not just your average workshop. We had live sessions, and Janene was there with us, guiding co-working sessions and patiently answering all our questions. She has this knack for explaining things simply and clearly. Janene's way of making the whole experience enjoyable and exciting actually gets you results!
Megan J. McCrory

Megan J. McCrory

Founder | Little Elephant Gmbh
        It’s so much more than “just” pricing. The course is an exploration of product marketing and positioning. Janene’s engaging style, clever use of storytelling and examples, made complex concepts relatable and easy to understand. She encourages active participation - everyone feels comfortable sharing.
Iwona Kurc

Iwona Kurc

Founder | Cinquième Patte
        Our team has participated in several workshops and courses with Janene. 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

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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Join an upcoming cohort

The Fair Price Formula


$675 USD


Jan 26—Feb 14, 2024

Payment Deadline

Jan 24, 2024


Bulk purchases

Course schedule

4-6 hours per week
  • Starts Friday Jan. 26th, 2024

    Get access to the first module, start connecting which other participant, and get ready for our first live session.

  • Tuesday Jan 30th, 2024

    9am-11am Central European Time

    Live Session 1: Price Setting Thought Process & Customer Behavior

  • Thursday Feb. 1st, 2024

    9am - 11am Central European Time

    Live Session 2: Understanding Customer Willingness to Pay

  • Optional: Feb. 3rd, 2024

    1pm - 2.30 pm Central European Time

    Co-Working - 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.

  • Monday Feb 5th, 2024

    9am - 11am Central European Time

    Live Sesssion 3: Quantifying the Value of Your Offer

  • Thursday Feb 8th, 2024

    9 am - 11 am Central European Time

    Live Session 4: Understanding Costs & Profit

  • Optional: Feb. 10th, 2024

    1 pm to 2.30 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

    Live sessions start at a 9am Central European Time and co-working at 1 pm unless otherwise indicated.

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

Free resource

GUIDE: 8 questions to ask yourself when setting prices

In this guide I'll share with you the 8 elemental questions you should be asking yourself when you start setting the price for your product, service or software.

These questions are a high level view of the price setting thought process that you learn in The Fair Price Formula.

As most people start pricing looking at costs and competition this method puts the customer and value first.

Download your copy today!

Download the guide

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

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Who is this NOT for?
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Can this course be done as a 1:1 coaching / consulting package?
I've got a team of product managers who could really use this, can this course be offered privately, in-house?

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A pattern of wavy dots
Join an upcoming cohort

The Fair Price Formula


$675 USD


Jan 26—Feb 14, 2024

Payment Deadline

Jan 24, 2024


Bulk purchases

$675 USD




3 Weeks