About Pricing
Pricing is a journey
With this journey, you’ll be ready to:
- Create a sustainable pricing model that drives growth and profitability.
- Better understand your customers and align your offerings with their needs.
- Refine your value proposition and communicate it effectively.
What you’ll learn
You might not always think about it, but setting the right price is a complex challenge, especially in SaaS. In this workshop, we’ll guide you through all aspects of pricing.
You’ll learn about:
- The importance of an effective pricing strategy.
- The differences between cost-based, usage-based, and value-based pricing, along with the various motivations behind them.
- Practical methods for SaaS companies to determine the right price.
- Real-life cases from Maarten’s experience, linking theory to practice.
The session concludes with an interactive application on one or two participating companies, where we’ll put the learned strategies into practice.
This Pricing workshop is specifically designed for CxOs. We dive into the tech sector’s jargon and ensure clear explanations of new terms. We help CxOs better understand the language of their CMO, CRO, and CFO, while highlighting the technical implications of different pricing strategies.
What you’ll get
- Practical templates: Work on a concrete pricing strategy using tested templates.
- Implementation strategies: Learn how to involve your team and build consensus.
- Q&A sessions: Ask your specific questions and receive tailored advice.
- Follow-up: We’ll hold a group session to review progress and exchange updates as a team.
About Maarten
Maarten Laruelle has focused on pricing in recent years, particularly for SaaS and IoT companies.
With a background in technology and entrepreneurship, he is well-equipped to effectively optimize pricing strategies.
He leads masterclasses and workshops for startups and scale-ups through Scaleup.Vlaanderen, where he has already helped more than 100 companies strategically improve their pricing. This guidance has proven to be essential for their growth and success.
In addition to group programs, Maarten also offers individual coaching for companies, providing tailored solutions to align pricing strategies with specific business needs. His approach combines analytical expertise with a deep understanding of customer value, making him a highly valued advisor.
The impact of his work is evident: significant increases in profitability (up to +600%), more efficient sales processes (-20%), and improved customer satisfaction for the companies he works with.
Practicals
The next workshop “Journey to a Better Pricing” will take place on March 13, 2025, in The Brain Embassy in Antwerp.
- Arrival at 13:00
- Start workshop at 13:30
- End workshop at 17:30
You’ll pay € 650. SMEs in Flanders who use the KMO Portefeuille will only pay € 455 themselves.
Register for Journey to a Better Pricing
The SoftwareCaptains Academy is a service of SoftwareCaptains.
SoftwareCaptains is a registered service provider for the KMO Portefeuille.