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Active - Week 4/6
The Pricing Lab
Most business owners set prices the same way: look at competitors, add a little, hope for the best. This study group tears that apart. We're deconstructing pricing psychology across 8 completely different industries - restaurants, SaaS, skilled trades, and coaching - to build a universal pricing framework that actually holds up under pressure.
Restaurants
SaaS Products
Skilled Trades
Coaching
Format
6 weekly sessions, 60 min each
Seats
8 members per cohort
Time Commitment
~3 hrs/week total
Status
Cohort 1 in progress
Week 4 of 6 complete
• What we're doing
Every week, a different industry's pricing model goes on the table. We dissect it. A restaurant owner explains why $17 feels different than $16.99 and why neither matters as much as plate presentation. A SaaS founder breaks down why they killed their annual plan and went month-to-month. An HVAC tech shows why his diagnostic fee converts better than free estimates.
Then we pressure-test each model against everyone else's business. What happens when you apply omakase pricing to consulting? When you apply airline unbundling to a cleaning company? That's where the breakthroughs happen.
• Week-by-week agenda
Week 1
Price Anchoring - How butcher shops, car dealerships, and wine lists manipulate perception. Each member audits their own pricing for anchor effects.
Week 2
The Unbundle/Bundle Decision - Airlines unbundle. Omakase bundles. When to strip down vs. package up. Members restructure one offering live.
Week 3
The Diagnostic Fee - Why charging for the first conversation filters better clients and increases close rates. Real numbers from trades, consulting, and coaching.
Week 4
Price as Filter - Your price is a behavior filter, not just a revenue number. The accountant who raised rates and lost bad clients. The gym that went premium and reduced churn.
Week 5
Communicating Value - Why "I charge X because..." fails. How to frame price around outcomes, not inputs. Real scripts from members who made the shift.
Week 6
Your Pricing Playbook - Each member presents their revised pricing strategy. Group feedback. Accountability partners assigned for 90-day follow-up.
• What's expected of you
- Show up to all 6 sessions (Tuesdays, 7pm ET). If you miss more than one, we'll move your spot to the waitlist.
- Come prepared. Each week has a 20-minute pre-work assignment - usually auditing something in your own business.
- Share openly. The value comes from real numbers and real experiences, not theory.
- Test between sessions. You'll implement one small pricing change each week and report back.
- Keep it confidential. What's shared in the group stays in the group.
• What you'll walk away with
- A written pricing framework customized to your business, pressure-tested by 7 other operators
- At least one pricing change already tested and measured during the 6 weeks
- A cross-industry mental model for thinking about price that you'll use forever
- A peer network of 7 business owners who understand your pricing challenges from the inside
Apply for this study group
This cohort is full. Join the waitlist for the next round.