The Fair Price Formula

5.0 (7)

·

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

Janene Liston, The Pricing Lady

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

Sep 5—Sep 7

    MODULE 01_Target Customer & Your Pricing Strategy

    7 items

Week 2

Sep 8—Sep 14

    MODULE 02: Price Setting Thought Process & Customer

    3 items

    Sep

    9

    LIVE SESSION: PTP & Customer Behavior

    Tue 9/92:00 PM—4:00 PM (UTC)

    Module 03_ The Offer & Customer Willingness to Pay

    5 items

    Sep

    11

    LIVE SESSION: Willingness to Pay

    Thu 9/112:00 PM—4:00 PM (UTC)

    Module 04_Marketplace

    4 items

    Sep

    12

    Optional: Office Hour

    Fri 9/122:00 PM—3:00 PM (UTC)

Week 3

Sep 15—Sep 21

    Module 05_Quantifying the Value of Your Offer

    3 items

    Sep

    15

    LIVE SESSION: Quantifying value

    Mon 9/152:00 PM—4:00 PM (UTC)

    Module 06_Understanding Costs & Profits

    7 items

    Sep

    18

    LIVE SESSION: Profit and Simulation Tool

    Thu 9/182:00 PM—4:00 PM (UTC)

    Module 07_Create your plan going forward

    5 items

Week 4

Sep 22—Sep 28

    Sep

    23

    LIVE SESSION: Your Pricing Plan

    Tue 9/232:00 PM—4:00 PM (UTC)

    Sep

    26

    Office Hours

    Fri 9/2611:00 AM—12:00 PM (UTC)

Week 5

Sep 29—Oct 4

    Oct

    3

    LIVE SESSION: Bonus Q&A Session

    Fri 10/31:00 PM—2:00 PM (UTC)

    Sep

    30

    Office Hours

    Tue 9/302:00 PM—3:00 PM (UTC)
    Optional

Bonus

5.0 (7 ratings)

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.

A pattern of wavy dots

Join an upcoming cohort

The Fair Price Formula

Sept 2025

$1,150

Dates

Sep 5—Oct 3, 2025

Payment Deadline

Sep 5, 2025
Get reimbursed

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.

Free resource

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

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.

A pattern of wavy dots

Join an upcoming cohort

The Fair Price Formula

Sept 2025

$1,150

Dates

Sep 5—Oct 3, 2025

Payment Deadline

Sep 5, 2025
Get reimbursed

$1,150

5.0 (7)

·

5 Weeks