Introduction
Why price is a strategic tool, not just a number.
Smart Entrepreneur Toolkit
The right price: how to build your offer without losing money
How to set your prices so that you are competitive and profitable at the same time
Objective
What this workshop sets out to do
Setting the right price is one of the biggest challenges for an entrepreneur. A price that is too low can lead to losses and exhaustion, while one that is too high can drive customers away.
In just 2 hours, this workshop helps you understand the basic principles of pricing and immediately apply simple formulas that protect your profit and increase your confidence when you sell.
Programme
What happens in the two hours
2 hours · Live on Zoom · Minimum 12 participants
Calculation models
Cost plus margin versus value orientation.
Common pricing mistakes
What many entrepreneurs do and how to avoid it.
The psychology of price
How to structure attractive offers and bundles.
Applied exercise
Each participant calculates the right price for one of their own products or services.
Audience
Who it is for
The workshop is built for entrepreneurs who want to create sustainable offers and gain confidence in how they set their prices. It suits anyone who wants to avoid the “I sell cheap to get customers” trap and learn how to protect their profit margin.
After the workshop
What you will be able to do
How to tell cost, perceived value and market price apart
How to calculate your break-even point and minimum margin
How to use value-based pricing strategies, not just cost-based ones
How to apply the psychology of pricing to attract and retain customers (anchors, bundles, smart discounts)
How to quickly build a simple price calculation tool for your products or services
Schedule & format
Practical details
Category
Business Survival
Duration
2 hours
Format
Live online on Zoom
Group size
Minimum 12 participants
Dates
On request
Price
€28 + VAT per participant
More workshops
Others in Smart Entrepreneur Toolkit
Critical thinking: clear decisions in key periods, budgets, evaluations, planning
How to make fast, sound decisions for your business without falling into the traps entrepreneurs usually fall into
AI in business and personal life: innovate the way you work and your processes
How to use artificial intelligence to save time, increase your productivity and make better-informed decisions
Finance for non-finance: end the year ready for 2026, with clear financial resolutions
How to understand your business numbers and make informed decisions, even if you are not a finance specialist
Registration
Register for this workshop.
The Smart Entrepreneur Toolkit is available only to ING client companies, through the ING marketplace.
Your registration is confirmed once the invoice issued by our colleagues, after this form is processed, has been paid.