You’ve seen it before: teams focus on delivering features, but struggle to explain how those features translate into customer value or revenue. Pricing feels arbitrary, and decisions are made under pressure. You know it could be more strategic — that pricing should be part of product design, not an afterthought.

In this workshop, you’ll gain a deep understanding of value-based pricing and learn how to translate value into smart monetisation choices. You’ll explore customer benefit analysis, value exchange modelling, solution design, and pricing structures that align with how customers actually perceive and pay for value.

You’ll explore:

• How to model customer and solution value to identify your pricing foundation
• How to choose the right pricing metrics and packaging for your product
• How to build and validate pricing hypotheses using real-world data
• How to align pricing with customer success, adoption, and growth
• How to use price as a lever for sustainable profitability
• How to operationalise pricing with metrics, monitoring, and feedback
• How to communicate pricing decisions clearly across teams

Interactive lectures, exercises, and case discussions make the concepts tangible and immediately applicable. By the end, you’ll have the confidence to design and justify your pricing decisions with clarity and evidence.

What you will learn

You’ll understand how to connect customer value, business goals, and pricing in a single framework.
You’ll learn how to move from intuition to structured, value-based pricing decisions.

During the workshop, you’ll:

• Analyse customer benefits and model tangible and intangible value
• Design segment-specific packages and pricing architectures
• Compare cost-plus, competition-based, and value-based pricing models
• Define metrics and mechanisms for continuous pricing improvement
• Manage uncertainty and risk in pricing decisions
• Plan and roll out pricing changes with minimal customer friction
• Prepare for the Profit Streams certification exam

Note: This workshop is delivered in-person only. The materials and exam 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 make pricing a strategic capability, not an afterthought.
You’ll be able to explain and defend your pricing logic with confidence.
You’ll connect pricing decisions to customer value and business outcomes.
You’ll recognise the patterns of sustainable monetisation.
You’ll speak the same language as your product, sales, and finance teams.
You’ll know that more is possible – and this training is your next step.

Together, we’ll help you make pricing a growth enabler, not a bottleneck

At Connected Movement, we combine the Profit Streams framework with real-world experience in software strategy, pricing, and product design. Our trainers are practitioners who’ve supported global software organisations in aligning pricing, value, and growth.

After the training, you’ll join the Connected Community, where professionals share insights, tools, and experiences to strengthen each other’s practice. Together, we’ll help you make pricing a growth enabler, not a bottleneck.

Certification

Profit Streams Certified Pricing Practitioner
Includes access to the official online certification exam.