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Pricing course – how to maximize your customers willingness to pay (EN)

Pricing is a key driver of your business growth and revenue. However, the pricing of innovative products and services is often particularly challenging. The customer benefit and the value of your offer are often difficult to quantify. Reference prices are missing and the customers’ willingness-to-pay is still unclear. Additionally, the value proposition of innovative products and services often evolves rapidly and the pricing model must be flexible enough to accommodate new products, services and features.

In this pricing course, we will show you how to use the MUTUVAL® solution to design a value-based pricing model for your innovative products and services. A pricing model designed using this solution will help you attract more customers, maximize their willingness-to-pay and increase your profits.

The webinar will be conducted by Christian Wirth, founder and managing partner of Optimal Price GmbH. With his pricing solution, Christian has supported more than 200 companies in designing and optimizing their pricing models since 2014. SaaS pricing and the pricing of innovative products and services are his specialties. For more than 20 years he has held senior positions in pricing and marketing for companies such as Mercedes-Benz AG, MCC smart GmbH, Swisscom AG and Swiss Bankers Prepaid Services AG. Visit for more information on the pricing solution.


  • Welcome & Introduction
  • Overview: structured, value-based and agile pricing
  • Customer Segments: align the value
  • Value Proposition: create the value
  • Costs, Competition & Market: verify the value
  • Pricing Strategy: exploit the value
  • Pricing Model: communicate the value
  • Summary

Participation is free, however registration is required before March 23th, 2022.

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