Turn differentiated value into better pricing decisions.
Subscription businesses require a fundamentally different approach to pricing than traditional one-time sales models. Sustainable recurring growth depends not only on setting the right price, but also on designing effective packaging structures, identifying monetization opportunities, managing expansion paths, and building scalable pricing capabilities.
This interactive two-day training provides a practical roadmap for designing and optimizing subscription pricing strategies in B2B SaaS and recurring revenue environments. You will explore how to align pricing and packaging with customer value, structure upgrades and renewals, improve discounting practices, and successfully implement pricing changes.
Led by Ulrik Lehrskov-Schmidt, Founder and CEO of Willingness To Pay, the program combines practical frameworks, peer discussions, hands-on exercises, and real-life SaaS examples that participants can directly apply within their organizations.
Program Highlights
- Core SaaS pricing and monetization principles
- Customer-centric packaging and pricing models
- Subscription structures, usage tiers, upgrades, downgrades, and renewals
- Price setting across segments, geographies, and competitive positions
- Structured discounting strategies and governance
- SaaS cost structures and their impact on monetization
- A step-by-step framework for running pricing initiatives
- Communication strategies for implementing pricing changes
- Practical exercises and real-life SaaS cases
Download the brochure to explore the full program!
Key Impact
Following the training, participants will be better equipped to:
- Design subscription pricing and packaging strategies aligned with customer value
- Identify monetization opportunities across products, segments, and geographies
- Create models that support customer acquisition, retention, and expansion
- Establish clearer discounting practices and pricing governance
- Plan and lead subscription pricing initiatives more effectively
- Communicate and implement pricing changes across teams and stakeholders
- Build scalable internal pricing capabilities
- Translate pricing strategy into sustainable recurring revenue growth
"A fantastic workshop that delivered exactly what matters: hands-on insights from one of the leading experts in B2B SaaS pricing. Fully customized, highly relevant, and immediately useful. One of the most practical sessions I’ve attended." - Patrick Stahlschmidt, TIMOCOM
From knowledge to practical application.
This 2-day in-person training combines expert-led lectures, peer collaboration, and practical exercises to help participants master subscription pricing strategy and execution in complex B2B SaaS environments. You’ll walk away with actionable frameworks, hands-on tools, and a clear roadmap to elevate your pricing capabilities.
Day 1 – Foundations of B2B SaaS Pricing
- Establish Core Pricing Principles
Gain a clear understanding of customer value perception, pricing challenges, and key SaaS pricing concepts such as the expansion cube, economic unit, and commercial debt. - Build Effective Packaging & Pricing Models
Explore packaging structures tailored to customer segments and service tiers, and apply a 6-component pricing model framework through hands-on exercises. - Manage Usage and Monetization Dynamics
Learn to structure licensing strategies including upgrades, downgrades, renewals, and fair usage pricing. - Set Price Points Strategically
Discover how to set and position pricing across verticals, geographies, and competitive landscapes using structured frameworks. - Implement Structured Discounting Approaches
Differentiate between structural and sales discounting, and build governance mechanisms to ensure pricing discipline. - Link Cost Structure to Growth Strategy
Understand SaaS COGS, cost proxies, and how cost impacts “land & expand” monetization tactics.
Day 2 – Organizational Aspects of SaaS Pricing
- Run Successful Pricing Projects
Learn a step-by-step framework for scoping, planning, and executing pricing transformations—while avoiding common pitfalls. - Build a Scalable Pricing Function
Design the internal structure, processes, and roles needed to operationalize pricing and align cross-functional teams. - Communicate Pricing Changes with Confidence
Craft internal and external communication strategies that support successful rollouts—addressing objections and timing challenges. - Apply Learning to Real-World Scenarios
Use collaborative exercises and practical case studies to apply key takeaways directly to your business context.
If you need more information, reach out to us at academy@pricingplatform.com.
What's Included
- Full two-day training program
- Digital learning materials
- Coffee breaks, refreshments and lunches throughout the program
- Peer discussions and networking opportunities
- Certificate of participation
- Access to the wider EPP pricing community
EPP has secured preferential hotel rates for participants. Please visit the Venue section for booking details and instructions.
For special requests or additional information, please contact marta.amaral@pricingplatform.com
By registering, participants agree to the applicable EPP Terms & Conditions. Please consult them for further information regarding registrations, cancellations and program changes.
Participant Profile
This program is designed for professionals involved in shaping, executing, or influencing pricing and monetization strategies within SaaS or subscription-based business models.
Whether you're actively leading pricing projects or seeking to expand your strategic influence across functions, this course offers practical insights for a range of roles, including:
- Pricing & Monetization Strategy
- Product Management
- Revenue & Commercial Leadership
- Strategy & Transformation
- Finance & Operations
Ideal for B2B SaaS, Fintech, Data Platforms, Enterprise Tech, and other recurring revenue models, the program supports both seasoned professionals and those aiming to deepen their expertise and contribute more confidently to pricing-related decisions.
Meet your trainer.
Ulrik Lehrskov-Schmidt
Leading global expert on B2B SaaS Pricing | Willingness to Pay
Ulrik is a leading global expert on B2B SaaS Pricing. He has done +100 pricing projects in B2B SaaS across a multitude of verticals and on ACV sizes ranging from $1000 to $10M, pioneering a new wave of pricing work that emphasizes design thinking and creating pricing models that increase sales velocity.
He works globally and has helped companies like SAXO Bank, Microsoft, Samsung, Intel, SAP, Bosch and Volaris Group as well as several of the world's largest VC and Private Equity funds.
He is the founder and CEO of WillingnessToPay.com, a platform dedicated to modern SaaS pricing enablement.
Before that, he founded and successfully exited three companies in the media and manufacturing industries.
He is the author of three books, including The Pricing Roadmap – How To Create B2B SaaS Pricing Models That Your Customers Will Love, an Amazon #1 bestseller in the Sales & Marketing category.
Ulrik holds a graduate degree in analytical philosophy with a focus on model theory, and an MA in Finance from Harvard University.
Dates & Fees
Team & member discounts
Bring a colleague – receive 15% off the total ticket price for both participants
Register as a group of 3 or more – enjoy 20% off the total cost for all tickets
EPP Prime Member – get €150 discount
EPP member? Log-in to get your member discount.
Find all your benefits in the membership area.
Venue:
Van der Valk Hotel Brussels Airport, Belgium
Culliganlaan 4b, 1831 Diegem
For added convenience, the hotel provides a complimentary daily shuttle service to and from Brussels Airport, with a journey time of under 10 minutes.
Accommodation:
EPP has secured preferential room rates for participants attending the event.
To benefit from the special rate booking, please contact reservations@brussels.valk.com directly or reach out to marta.amaral@pricingplatform.com to request the booking reference code.
