You bring the page you have now and last quarter's numbers. We take four of them apart on screen, rebuild the packaging live, and you leave with a price you can ship on Monday and a way to test whether it worked.
If you sit through the whole session and it changes nothing about your pricing, reply to the receipt and we refund it. Fourteen people have asked in four years; all fourteen were refunded that day.
No pre-recorded module, no upsell block at the end. Every slot below ends with something written down in your own document.
Almost every price in the room came from a competitor's page or a round number that felt safe. We name the origin of yours out loud, because you cannot change a number whose reason you have not said.
You leave this slot with: the one sentence that justifies your price todayTwo pricing pages submitted by people in the room, rebuilt in front of everyone: plan names, the order of the columns, what goes in the free tier, and which feature is doing the actual upgrading. You will recognise your own page in at least one of them.
You leave this slot with: three things to delete from your pageThe chat stays open. This is where most people find out that someone with the same product charges four times what they do, which is usually the moment the workshop actually starts working.
Seat-based, usage-based, or a flat fee with a limit — chosen against how your customers grow, not against what is fashionable. We work through the three cases where each one collapses, including the one that quietly caps your revenue at your biggest customer's headcount.
You leave this slot with: your metering unit, written down and defendedThe migration email, the grandfathering window, and the number of customers you should expect to lose — with the actual churn figures from eleven companies that did this, including the two where it went badly.
You leave this slot with: a draft migration email, written in the sessionWhatever is left. The recording stops here, so the awkward questions — the ones about a specific customer or a specific investor — get asked in this slot rather than not at all.
A workshop that suits everyone suits nobody. Read the right-hand column first — it is the more useful one.
Eleven years in SaaS pricing: four as head of growth at a billing platform, seven consulting for companies between $200k and $40m in revenue. The two failures are in the deck — one where a 40% rise cost a third of the base, and one where a free tier ate the paid one for eighteen months before anyone noticed.
Dana teaches this workshop personally, six times a year, and caps it at sixty so every question in the chat gets answered in the session rather than in a follow-up email that never arrives.
Chaptered by agenda slot and yours permanently — not for thirty days. Most people rewatch the packaging hour while writing their new page.
Sixteen pages you fill in during the session: metering unit, plan boundaries, migration schedule, and the three tests that tell you within six weeks whether the new price worked.
A private channel with the other fifty-nine, open for ninety days. It is where people post the email they are about to send and get it torn apart before their customers see it.
Send your rebuilt pricing page within thirty days and it comes back annotated. One round, one person, no queue — that is why the room is capped.
Prices change; so does your company. Come back to any future session at no charge, as often as you like, for as long as this workshop runs.
Reply to the receipt with the word refund inside seven days of the session. No form, no exit survey, no offer of a discount on something else.
All prices are per session and include the recording, the workbook and the cohort channel. Sales tax is added at checkout where your country requires it.
We ask for the number, not the compliment. These three sent theirs six months after attending.
"We went from $19 flat to three plans with the middle one at $79. Churn did not move. Revenue per account is up 2.4×, and the awkward part is that nothing about the product changed — only what we said the plans were for."
"The migration email session paid for the ticket forty times over. I had planned to grandfather everyone forever. Dana talked me into a nine-month window; we lost four customers out of 210 and stopped losing money on the old plan."
"I came expecting to raise prices and left deciding not to. The teardown showed my problem was the free tier, not the number. That was worth more than a price rise I would have had to reverse."
Only if you volunteer for a teardown, and the four are chosen from people who tick the box when booking. Everything said in the room runs under Chatham House rules: you may use what you hear, you may not attribute it. The recording covers the taught sections only — the open questions at the end are never recorded.
You get the recording, the workbook and the cohort channel exactly the same, plus a free seat at the next run. Be honest with yourself though: the value is in the two live teardowns and the chat, and a recording of a workshop is a lecture.
Partly. Agencies and productised services get value from the packaging and the migration hours. Physical products do not — the metering logic assumes marginal cost near zero, and building a price on that assumption when you have a cost of goods is actively harmful.
Yes on the Team ticket, net 30, with a PO reference and a VAT-compliant invoice. Solo tickets are card only — chasing $89 invoices costs more than the ticket.
Because the page review is done by one person and the chat is answered in the session. Both break somewhere around eighty. We would rather run the workshop six times a year to sixty people than twice a year to three hundred.
Attend, and if within seven days you decide it changed nothing about your pricing, reply to the receipt with the word refund. It is processed the same working day and you keep the workbook and the recording. There is no form and nobody will ask you to explain.
Book below and the payment link plus the calendar invite arrive within the hour. If the seats sell out before you finish this sentence, you go on the list for the next run at the same rate.