The Fair Price Formula
5 Weeks
·Cohort-based Course
Set prices you believe in. Communicate them with confidence.
The Fair Price Formula
5 Weeks
·Cohort-based Course
Set prices you believe in. Communicate them with confidence.
Course overview
Are Your Prices Reflecting the Value You Deliver?
You’ve built a business you believe in — now it’s time to feel just as confident about what you charge.
If pricing makes you hesitate, second-guess, or stall out… you’re not alone.
Most entrepreneurs were never taught how to set prices strategically. Instead, they’ve relied on guesswork, assumptions, and a lot of crossed fingers.
Sound familiar?
- You avoid pricing conversations
- You’re unsure how to explain your prices to clients
- You change prices based on how you feel that day
- You know you’re undercharging, but don’t know where to begin
Pricing shouldn’t be a mystery — or a source of stress.
Introducing The Fair Price Formula
A clear, step-by-step process to help you set prices with confidence, communicate value with clarity, and build a more profitable business — without second-guessing every number.
You’ll learn how to:
- Understand what drives value for your clients
- Set prices you feel good about
- Communicate those prices with calm confidence
- Make pricing decisions faster and with less stress
This is practical, hands-on guidance — not just theory.
Whether you’re updating old prices, launching a new offer, or building your pricing strategy from the ground up, The Fair Price Formula gives you the tools to do it right.
The results...
No more overthinking
No more reactive discounting
No more wondering “Is this too much… or not enough?”
Just clear, calm pricing decisions that align with your business — and help you grow it.
Who is this course for
01
You're an experienced consultant, coach, expert or service professional wanting to feel more confident when communicating prices.
02
You're a Startup or Scaleup trying to figure out how best to position your offer and find prices you believe are fair.
03
You are ready to stop struggling with pricing - learn how to do it right to take your business to the next level.
What you’ll get out of this course
Stop wasting time and worrying over what you charge.
Gain clarity on how to confidently set prices without second-guessing yourself.
Understand your customers’ willingness to pay.
Learn how to determine what your customers are willing to pay and how to quantify the economic value of your offer. Use this insight to set the right price for your product or service.
Build confidence in your pricing and value.
As you learn how to price effectively, you'll understand why you're charging what you do. This will help you confidently present your offer to clients without hesitation.
Avoid the risks of overpricing or underpricing.
Learn how to price strategically, so you avoid common pitfalls like over- or under-pricing, and focus on what truly drives profitability for your business. And helps you reach your goals.
Bonus: Master Value and Pricing Communication.
learn how to communicate the true value of your offer and present your prices with confidence. Discover proven strategies to help customers understand why your pricing is fair, so you can close deals with fewer hesitations and discounts.
Newly Added: Using AI to Help You Build Your Strategy
Throughout the program you'll have access to a series of prompt guides that will help you gather information, analyze data and more. Learn how GenAI can help you build a more robust strategy.
What’s included
Live sessions
Learn directly from Janene Liston, The Pricing Lady in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
Course syllabus
9 live sessions • 34 lessons • 10 projects
Week 1
MODULE 01_Target Customer & Your Pricing Strategy
Week 2
MODULE 02: Price Setting Thought Process & Customer
Sep
9
LIVE SESSION: PTP & Customer Behavior
Module 03_ The Offer & Customer Willingness to Pay
Sep
11
LIVE SESSION: Willingness to Pay
Module 04_Marketplace
Sep
12
Optional: Office Hour
Week 3
Week 4
Sep
23
LIVE SESSION: Your Pricing Plan
Sep
26
Office Hours
Week 5
Oct
3
LIVE SESSION: Bonus Q&A Session
Sep
30
Office Hours
What students are saying
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.
Join an upcoming cohort
The Fair Price Formula
Sept 2025
$1,150
Dates
Payment Deadline
Course schedule
4-6 hours per week
Starts Friday September 5th, 2025
The first module is open and you can start to do the first project before next week's live session.
Below is a list of all live sessions.
Note: Live sessions are from 4pm-6pm Central European Time unless otherwise noted.
Tuesday Sep. 9th, 2025
Live Session 1: Price Setting Thought Process & Customer Behavior
Thursday Sep. 11th, 2025
Live Session 2: Understanding Customer Willingness to Pay
Monday Sep. 15th, 2025
Live Sesssion 3: Quantifying the Value of Your Offer
Thursday Sep 18th, 2025
Live Session 4: Understanding Costs & Profit
Tuesday Sep. 23rd 2025
Live Session: Building your pricing plan
Friday Oct. 3rd 2025
Bonus Live Session: Communication Q&A Session
(from 3 to 4 pm Central European time)
Optional: Office Hours
3 live office hours for additional support.
Friday Sep 26th, 2025 13.00 CET
Tuesday Sep 30th, 2025 at 16.00 CET
All times shown are Central European time.
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Web Class: Getting to a Fair Price
In this on-demand version of a very popular talk and web class, we take a look at how to get to a fair price.
You'll learn:
- What pricing is
- The components of a fair price
- What's most important when setting prices
- The 5 steps to find a fair price
- And more...
Watch it now
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
Stay in the loop
Get on the wait list to be the first to know about course updates and the next cohort.
Join an upcoming cohort
The Fair Price Formula
Sept 2025
$1,150
Dates
Payment Deadline