Pricing is the growth lever most small businesses never deliberately pull. This course teaches the foundations of cost, value, and competitive pricing, then moves into value metrics, packaging, good-better-best tiering, honest price testing, discount discipline, and raising prices with existing customers. All worked numbers are hypothetical illustrations for you to adapt.

Modules

Pricing Foundations

Lessons

• The Three Lenses of Pricing: Cost Value and Competition Preview
• Why Underpricing Is the Common Silent Mistake
• Understanding Willingness to Pay Through Customer Conversations

Value Metrics and Packaging

Lessons

• Choosing a Value Metric That Grows With Your Customer
• Packaging Features Around Customer Jobs
• Avoiding the Everything Bundle Trap

Tiering and Good-Better-Best

Lessons

• Designing a Good-Better-Best Ladder That Guides Choice
• Anchoring and the Role of Your Premium Tier
• Fencing Tiers So Customers Self-Select Honestly

Honest Price Testing

Lessons

• Ethical Price Testing Methods for Small Businesses
• Reading Price Test Signals Without Fooling Yourself
• When Not to Test: Judgment Calls in Pricing

Discounting Discipline

Lessons

• The True Cost of a Discount on Your Margin
• Building Discount Rules Before You Need Them
• Alternatives to Discounting That Preserve Value

Raising Prices With Existing Customers

Lessons

• Preparing the Ground for a Price Increase
• Communicating a Price Increase With Candor
• Grandfathering Migration Paths and Retention Guardrails