You’ve probably seen it before: teams spend months building features, only to debate pricing at the last minute. The result? Lost revenue, confused customers, and missed opportunities. This workshop helps you break that pattern.

You’ll learn the fundamentals of value-based pricing, explore how pricing supports sustainable business models, and understand how to connect pricing to your customers’ perception of value. Through real-world examples and group discussions, you’ll discover how to make pricing a central part of your product strategy.

You’ll explore:

• The role of pricing in software and digital business models
• How to identify customer value drivers and willingness to pay
• How to compare major pricing approaches (cost-plus, competitive, and value-based)
• How packaging, licensing, and metrics influence profitability
• How to avoid common pricing pitfalls and align teams around pricing decisions
• How pricing supports strategic growth, not just short-term revenue

Interactive sessions and case-based exercises help you apply the theory immediately to your own context.

What you will learn

You’ll understand why pricing is one of the most powerful levers for profitability.
You’ll gain the language and tools to participate confidently in pricing discussions.

After the workshop, you’ll:

• Recognise the impact of pricing on product-market fit and revenue
• Identify the key components of a value-based pricing strategy
• Understand the basics of price segmentation and packaging
• Know where to start when defining or improving your product’s pricing model
• Be ready to continue your learning in more advanced courses

Note: This workshop is delivered in-person only. The materials are in English, and the course language is English by default. However, if all participants are Dutch speakers, the group may jointly decide to conduct the training in Dutch.

After this workshop

You’ll see pricing in a new light – as a design decision that drives value.
You’ll be able to explain the logic behind your pricing choices.
You’ll connect pricing, packaging, and value into a coherent story.
You’ll know what steps to take next to mature your pricing capabilities.

Together, we’ll help you turn pricing into a strategic skill

At Connected Movement, we combine the Profit Streams framework with real-world experience in software strategy, pricing, and product leadership. Our trainers bring years of practical experience helping organisations design, test, and scale pricing models that create sustainable growth.

After the training, you’ll join the Connected Community, where professionals continue to exchange insights and strengthen their pricing practice.

Next steps

Ready to go deeper? Continue your journey with:

• Software Pricing Fundamentals (2 days) – dive into detailed modelling, metrics, and certification
• Profit Stream Design (3 days) – learn to architect sustainable profit models for software-enabled businesses

Or bring your team together with our in-company Profitable Pricing Workshop or Growth Pricing Workshop, where cross-functional teams (sales, marketing, product, and finance) work together to strengthen pricing capabilities.