Professional summary

I am the Founder of Pricing Innovations and the inventor of The Pricing Canvas (TM). Pricing Innovations - is a product consultancy specifically focusing on pricing and monetization. We help teams that are launching new products, enhancing their monetization strategy, and changing their revenue or pricing models. What sets us apart is that we go beyond making pricing and monetization recommendations and inform all aspects of your product, offer, pricing, and cost structures as well as supporting your go-to-market plan.

Before launching into entrepreneurship, I worked in technology, e-commerce, and SaaS businesses ranging from $30 million start-ups to $100 billion multinationals including Facebook, Amazon, and SAS.

Engagement overview

6-12 weeks and four phases, including:
1. Research (user, customer, market, competitive etc.)
2. Pricing and monetization strategy
3. Product reconfiguration and packaging
4. Go-to-market recommendations and plan.


• Software-as-a-Service - SaaS
• Enterprise software
• Internet-of-Things - IoT
• Healthcare technology
• Mobile technology services
• Educational technology
• Financial technology
• Human services

Case Studies

Our client, a major enterprise software provider of human capital management solutions was in the process of a major transition from on-premise to cloud as it built new ERP channels with partners such as SAP, Oracle, Workday etc. Read the full case study here.The push to align with ERP partners’ per employee per month (PEPM) pricing model uncovered additional opportunities to also overhaul their... Read more


Get Your Pricing Right in 10 StepsPricing is one of the most powerful levers to transform a good product into a good business. A key set of metrics such as profitability, average revenue per customer, and customer acquisition, lifetime value, and retention is driven by your pricing strategy.Pricing Is Not about “Prices”Getting pricing right means identifying the pricing structure, pricing mode... Read more


Pricing is one of the most powerful levers to transform a good product into a good business. A key set of metrics such as profitability, ave... Read more

Businesses can prevent over-engineering their solutions and capture more of the value that they create when they build their solutions to va... Read more

People do unpredictable and flat-out irrational things - especially when it comes to making purchase decisions. These two tenets of human be... Read more

This is part 7 of a series where we discuss how companies should think about riding the Third Wave of Digital Transformation. Read more...

One of the most important factors that is necessary for successful monetization is aligning your value metric with your offer and pricing st... Read more

In part 3 of our series, we look at why 7 out of 10 digital innovations fail to make it in the market, and we reimagine the innovation proce... Read more

In this eight-part series, we talk about the Third Wave of Digital Transformation which is already underway. In Part 1, we looked at the dri... Read more


Pricing Innovations helped us price our medical technology product per patient treated. They learned our medically technical software impressively fast and drilled down our price per touch from human to software.  It is hard to quantify the significance of finding the bullseye for market entry, and we are proud to have a partner who helped take us from a “boot-strapped start-up” to a full partnership with a national healthcare organization.  

Jason Carney, COO Patient Readiness Institute

Pricing Innovations has been an exceptional partner as we launched our new services. They have a powerful “value lens”  which enabled us to identify the services that were most "valuable". From designing our offer structure and packaging our services to sharpening our value proposition, Pricing Innovations was a true force in our speed to market.

Jill Hauwiller, CEO and Founder Leadership Refinery

​Pricing Innovations helped us to simplify and more importantly innovate our pricing structure. What we appreciated most is that they not only uncovered our pricing opportunity but supported us as we rolled out a price increase. I recommend Pricing Innovations to teams who aim to innovate their approach to pricing.

John Hobday, CEO and Founder Healthcare Interactive Inc.

We found the pricing canvas workshop eye-opening!  It completely changed our understanding of how pricing should be created and controlled using process and data.  Can't recommend enough!

Colin Hirdman, Co-Founder Augurian - Digital Marketing Agency
Project Proposals

We begin by discovering the right pricing structure, pricing model and pricing window specific to your space and product lifecycle which we then use to configure and/or reconfigure your product and offer structures. Finally, we help you to optimize your go-to-market plan and align it with your growth goals.  Read more