How I help founders get pricing right
Every founder I work with has the same frustration: they know their pricing isn't right, but they don't know where to start fixing it. I give them a way to think about pricing that works long after I'm gone. The answer is theirs, not mine.
The Foundation
Three questions before we talk numbers
Before I'll discuss a single price point with you, I need to understand three things about your business:
What your customers actually buy
Not your feature list. The progress they're trying to make. This comes from talking to customers, observing their behavior, and understanding what job they hired your solution to do.
Who you are as a company
Your culture, your DNA, your vision. A pricing model that contradicts your identity will never feel right, and your team won't be able to sell it.
Where you're heading
Are you optimising for market share, margin, or lifetime value over the next 18 to 36 months? Your strategy determines how aggressively or conservatively you price, and what trade-offs you're willing to make.
When those three line up, pricing decisions almost make themselves. When they don't, every pricing conversation is a fight.
The Process
The climb: 9 steps from "we need to fix pricing" to "here's our new model"
Once we know where you stand, we work through these steps together. Not every company starts at step 1. Where you jump in depends on what you already know about your customers and market.
Who's already buying (and why)?
What patterns do you see in your current customers?
Drawing the lines
Which segments will you serve, and deliberately not serve?
What are they hiring you for?
What problem do you really solve?
The path to value
How does the customer reach value through your solution?
What drives the bill
Which metric reflects your customer's success and grows with them?
Your building blocks
What features and services do you actually offer, and what's the bare minimum vs. the full package?
Packaging & growth paths
How do you bundle this into packages that let customers start small and grow into more?
Payment structure
How does the customer want to pay, and what model fits your business?
Your price
The number that captures value fairly, for both sides.
Your Starting Point
Where do you jump in?
You don't necessarily start at step 1. Where we begin depends on how much you already know about your customers and what data you have.
Full route
For companies with existing customers and data. You walk through all 9 basecamps, from portfolio analysis to final pricing. Nothing is left to assumption.
JTBD route
For early-stage companies with market knowledge but few customers. You start at Jobs to Be Done and work forward, building your pricing on what problems you solve and how customers reach value.
Feature route
For founders who know their product cold but haven't talked to enough customers yet. You start with your building blocks and package from there, then loop back to validate with real customer insight.
What every project includes
Regardless of which path you take, these elements are always part of the process:
Customer data analysis
Who's buying, why, and what patterns emerge from your existing data.
Customer & partner interviews
Getting into your customer's head, understanding what they actually value.
Workshop format
Whiteboard sessions with your team. We build together, I don't present and deliver.
Your pricing playbook
Captures all decisions made, so you can evolve your pricing independently.
Pricing architecture
The three layers that make up your model: base platform, add-ons, and usage metrics, designed for your business.
Rollout support
Sales enablement and planning to turn your new pricing into reality.
First we figure out where you are. Then we climb.
The three questions tell us if you're ready to price, and where the gaps are. The 9 steps are how we get to a pricing model you can defend and evolve.
Most founders I work with have been pricing on gut feel for years. This process replaces gut feel with decisions you can explain to your board, your sales team, and your customers.
See how to work with meFrequently asked questions
Why three questions before we talk numbers?
Before talking numbers, I need to understand what your customers actually value, who you are as a company, and where you're heading in the next 18 to 36 months. When those three align, we have a playfield to start working on pricing. When they don't, every pricing discussion turns into a debate with no resolution.
Do I need to go through all 9 basecamps?
No. Where you start depends on your maturity. Companies with existing customers and data typically start at step 1. Early-stage companies with market knowledge but few customers can start at step 3. Founders who know their product but need more customer understanding start at step 6.
How is this different from just setting a price?
A price is a number. A pricing model is a system that aligns how you charge with how customers experience value, how your sales team sells, and how your product evolves. That's what we build together.
Want to discuss your pricing challenge?
Book a free 30-minute meeting. No pitch, no obligation. Just an honest conversation about where your pricing stands and what could be better.
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