Tsjirpa = Maarten Laruelle
I help founders of recurring-revenue scale-ups build pricing that captures the value they deliver. No team of consultants. Just me, working directly with your leadership team.
I've been in B2B software for over 20 years. As a sales leader, CRO, and founder. I've personally made most of the pricing mistakes I now help others avoid: underpricing because I was afraid to lose deals, building one-size-fits-all price lists for completely different customer types, and treating pricing as a spreadsheet exercise instead of a strategic one.
Those mistakes taught me more than any framework ever could. Now I help founders skip the painful part and get to the good decisions faster.
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Why "Tsjirpa"?
Tsjirpa comes from "Teaming Sherpa". Climbing together, not carrying. A sherpa doesn't carry the climber to the top. They share their knowledge of the mountain, walk alongside, and help navigate the tricky parts.
That's how I work. I bring the methodology, the frameworks, and 20+ years of experience in B2B software pricing. But the pricing we build is yours. You make the decisions. I make sure they're informed, structured, and defensible.
The goal isn't to create a dependency. It's to make sure that when I leave, you can evolve your pricing independently. Because you understand the "why" behind every decision.
The road here
15+ years in B2B enterprise software
Security, digital asset management, pre-sales, product evangelism. Learned how technical products are sold in complex B2B environments.
CRO at Customs4Trade
Led the commercial strategy for a company transitioning from consultancy services to a SaaS product. The exact transformation many of my clients face today.
Tsjirpa (2018)
Founded Tsjirpa to focus on what I do best: helping scale-up founders build pricing that works. 90+ projects with recurring-revenue scale-ups. Also active as Growth Engineer in the Scaleup Vlaanderen program via Sirris since 2021.
Things I've learned the hard way
Pricing is the only part of your business that captures value. Everything else (product, marketing, sales) creates it. If you get pricing wrong, none of that effort pays off.
You're not pricing your product. You're pricing your customer's outcome. Same software, different buyer, completely different value.
When pricing is clear, your whole company gets clearer. Sales knows what to sell, marketing knows what to say, product knows what to build next.
A good pricing architecture outlasts any single price point. The number will change. The system shouldn't have to.
Founders who understand their own pricing make better decisions about everything else. That's why I teach, not just deliver.
Let the market speak, and let it speak with money.
On stage
Want to work together?
Book a free 30-minute meeting. Let's talk about your pricing challenge and see if there's a fit.
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