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A two-hour working session · Online or in person1

The Monetisation Engine Workshop

Under two hours on the commercial decision that multiplies every other investment you make. You bring your real numbers. You leave with three decisions, not a set of notes.

For founders and senior product, revenue and growth leaders at B2B SaaS and agentic AI companies between $0 and $10M ARR.

1h 50m
Running time, incl. one break
6
Worksheets you complete
12
Maximum attendees
3
Decisions you leave with

Want it in person? The rate above covers the online session. In-person delivery is a flat £300 per session, not per seat, and we come to you at any office in the UK.

What it is

A working session, not a talk

Most pricing advice tells you what other companies charge. That is company you are keeping, not evidence, and it is why the average B2B SaaS business has spent about six hours on pricing across its entire lifetime. That is less time than the same company spends choosing its janitorial supplies.

This session is close to two hours of undivided attention on your commercial model. Every section ends with something written down about your business: your maturity score, your pricing metric, your packaging, your plan. You work on your own numbers, on your own worksheets, and you decide what you say out loud. Discussion is offered throughout, never required.

It is built on PROFIT+, the framework behind our client engagements, condensed into the parts a team can genuinely act on without a full research programme.

The approach

This is not a hunt for the perfect price point

There is no perfect price point, and searching for one is what keeps teams stuck. What we show you instead is a process for building a commercial architecture: a pricing metric that tracks the value your customers actually receive, packaging that matches how they really use the product, and expansion pathways that grow revenue as their usage grows.

That architecture comes out of a structured, data-driven process, and it improves step by step. You set a hypothesis, run a controlled experiment, read the result against the SaaS growth metrics that matter, and iterate. Pricing stops being an annual argument and becomes a capability that compounds.

  1. 01

    Define

    The metric and architecture your evidence supports today

  2. 02

    Test

    One controlled change, on one cohort, with a written prediction

  3. 03

    Measure

    Against NRR, realised price and conversion, not vanity numbers

  4. 04

    Iterate

    Feed what you learned into next quarter's decision

Then back to 01, every quarter

Why it is worth £675

What changes afterwards

Six outcomes, each with the number behind it.

20–40%

You stop leaving ACV on the table

The typical company at your stage prices 20 to 40% below what its market would accept, because the price was set for the first ten customers and never revisited.

Source BGS case studies, F-01
11.1%

You use the lever that actually moves profit

A 1% price improvement moves operating profit by 11.1%, against 3.3% for the same gain in volume. Price is the only lever with no delivery cost attached.

Source Marn & Rosiello, Harvard Business Review
103 → 120%

You design expansion instead of chasing it

Manual, CS-led expansion plateaus around 103% NRR. Expansion designed into the product reaches 120% and above, on the same customers, with no new acquisition cost.

Source BGS case studies, E-01
35%

You see the discounting nobody approved

Realised price commonly sits 35% below list once discounting accumulates deal by deal. You leave knowing your own number and who is allowed to move it.

Source BGS case studies, C-02
24x

You can answer the investor question

Top-quartile NRR businesses trade at 24x revenue against 5x for the bottom quartile on the same ARR. That gap is commercial model quality, and boards now ask about it directly.

Source McKinsey B2B SaaS pricing research
50–55%

You price AI without losing the margin

Classic SaaS gross margin near 90% lands at 50 to 55% once real inference cost arrives. If you have shipped AI features and revenue has not moved, this is the session for it.

Source Roee Hartuv, Willingness to Pay
Who it is for

Right for you if

  • You are between $0 and $10M ARR with paying customers
  • Your pricing was set over a year ago and nobody owns it now
  • You have shipped AI features and revenue has not moved
  • Discounting has become a habit rather than a tactic
  • Your NRR is a number you would rather not discuss at board level
  • You can bring real pricing, discount and retention data into the room

Not right if

  • You are pre-product-market-fit and still validating who you serve
  • You want a recommended price by the end of the session
  • You are looking for a competitor benchmark to copy
  • Nobody attending can authorise a pricing change

We would rather you came to the right session than the next one. If the second list describes you, say so on the form and we will tell you straight.

What is included

Six worksheets you complete on your own business

  1. Worksheet 1

    Commercial readiness scan

    Score five dimensions of your model against a four-stage maturity scale and find the one holding the others back.

  2. Worksheet 2

    Reference point audit

    Take one deal you lost or discounted and work out what the buyer was really comparing you against.

  3. Worksheet 3

    Value metric scorecard

    Test your current pricing metric and one alternative against five questions that expose where each one breaks.

  4. Worksheet 4

    Packaging canvas

    Map your tiers, pick the single boundary worth moving, and write the prediction before you test it.

  5. Worksheet 5

    AI pricing placement

    Place your product on scope of work against attributability, and name the measurement you need to move up.

  6. Worksheet 6

    Your 90-day plan

    Three moves, three named owners, three dates. The part most pricing advice leaves to you.

You also keep four reference tools: the six-point pricing psychology check, the five-question metric test, the migration checklist, and the five numbers that belong on a quarterly pricing review.

Launch cohort

£675 for the first ten places

The workshop runs at £900 per place. The first ten people to enrol in the launch cohort pay £675. No countdown, no pressure: when the ten places are taken, the rate goes back to £900 and we will tell you plainly.

£675 was £900

You save 25% per seat off the full price

Includes the full session, all six worksheets, and the reference pack.

Enrol at £675
Enrolment

Reserve your place

Takes a minute. We confirm your place and send joining details, the pre-session data checklist, and an invoice.

What you share stays in the room

You will be working on live commercial data: your pricing, your discount rates, your retention, your growth plans. That is the only way a session like this earns its place in your diary, and it comes with conditions we take seriously.

  • Your worksheets are yours. They are not collected, copied or photographed. You leave with every sheet you complete.
  • Nothing is recorded. No video, no transcript, and no notes taken on your business by us or anyone else.
  • You control what you disclose. Every exercise is completed individually. Nobody is asked to present their numbers to the room.
  • A mutual NDA is available. Tick the box on the form and we will send one to sign before the session.
Please add your name.
Please add a valid work email.
Please add your company.
We read every one of these before the session and shape the room around them.

No payment taken now. We invoice once your place is confirmed.

Figures cited from ProfitWell, Paddle, McKinsey, Bessemer and BGS case studies. Full sources provided at the session.