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Pricing Lessons from Startups 

Dr. Ian Tidswell | Founder and CEO@Ideal Price and een Consulting
Fast-growing Startup and Scale-up companies face many challenges in setting their pricing, most notably a lack of market information and resources. In our work with over 70 fast-growing SMBs over the last five years, we have developed a process to help them quickly define and price their solutions using a structured hypothesis-driven approach. 
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Dr. Ian Tidswell is an independent consultant focusing on B2B Pricing and is based in Basel, Switzerland. He has over 20 years of experience in pricing, with deep experience in pricing strategy, price setting, commercial terms design and price execution (including pricing decision support systems). Using practical, best-practice-based approaches that deliver fast results, he is helping B2B companies - large and small – to sustainably improve their profitability with better pricing. He provides support and coaching for startups, scale-ups, and other high-growth teams to define their pricing strategies and tactics. He has worked with over 70 fast-growth SMB, many through the Swiss government's Innosuisse startup coaching program.  Among other senior positions, he worked as Head of Pricing for Syngenta, Pricing Transformation Leader for Medtronic and Head of Pricing for Vendavo. Before that, he was a consultant for McKinsey & Co. Ian holds a PhD. in Physics from Harvard University.