Solopreneur Marketing: Pricing Strategies & Tactics
3.2 (14 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
916 students enrolled

Solopreneur Marketing: Pricing Strategies & Tactics

Set the Right Price & Grow! Learn how to use proven techniques to grow your small business.
3.2 (14 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
916 students enrolled
Created by Lisa Cain, PhD
Last updated 1/2015
English [Auto]
Current price: $51.99 Original price: $74.99 Discount: 31% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 1.5 hours on-demand video
  • 4 articles
  • 4 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Choose the right pricing strategy for their offerings
  • Generate short and long-term profits with specific proven, pricing tactics.
  • Benefit from quirks in consumer psychology to make more money
  • Know when and why to use one tactic or strategy over another
  • Some things will be a little easier to understand if you've had an economics or psychology class somewhere along the way, but I make it all very accessible and I'm happy to answer any questions that come up so don't worry if you don't have that background!

Are you ready for an amazing year! Charge what you're worth.

Have you wondered if you're charging enough for your services? or too much?

Have you been curious about why some prices ended in a 9 or a 7?

Do you want to take the mystery out of your pricing strategies and tactics so you can test and update your pricing effectively? This is the course for you!

Over 800 students! Join this growing community of solopreneurs!

I bring a combination of academic research and the hands-on experience of working with hundreds of small business owners to teach you how you can learn it, do it and profit! in your business.

About this course:

  • Full, free lifetime access
  • All future extra lectures and upgrades are always included for free
  • Unconditional Udemy 30 day money-back guarantee - that's my personal promise of your success!
  • Worksheets and checklists so you can easily and quickly implement this approach for YOUR business.


  • To choose the right pricing strategies for your small business so you make more money.
  • To implement the right pricing tactics with an understanding of not just what, but also why.
  • Benefit from the odd irrational quirks consumers have so that you can provide great value at a price that you both want!

I’ve worked with hundreds of small business owners and solopreneurs over the past 15 years. Plus I’ve taught MBA students similar material for even longer. This info is up to date with key learnings and customized for the small business owner who wants to know some of the why and what but really wants to know how to learn it, do it and profit!

“I was just telling a friend how Lisa has helped me to more than double my income in 9 months and I felt that I should let the whole world know. I am a self employed acupuncturist and prior to working with Lisa I was spinning my tail doing lots of stuff at once then getting tired and not doing anything for several months. I was feeling like my business was never going to grow. Lisa helped me to get clear about my business message, helped me to come up with strategic methods and timelines for reaching people, was a great sounding board for working out ideas and helping me to discern which marketing activities would NOT be worthwhile for me, my brand and my style. I cannot recommend her enough.”

~ Marie B, 5 Star Review posted on Yelp

Click the "take this course" button, top right, ... don’t waste time or money, get started now!

Lisa Cain

Who this course is for:
  • Small business owners and solopreneurs who want to understand some pricing theory (not too much I promise!) and know when and how to use specific pricing tactics to make more money.
Course content
Expand all 26 lectures 01:30:50
+ Welcome & Introduction!
6 lectures 15:02

In this lecture, you'll get an overview of the course along with some examples of the types of businesses that will find this information useful.

Preview 02:49

Quick hints about where to find the good stuff!

Course Details and Housekeeping

A small increase in your top line can mean a big increase in your bottom line.

Preview 02:20

The big picture including concepts of 'willingness to pay' and the impact of deman.

Preview 02:14

Make sure you cover your costs and understand which costs matter.

How low can you go?

Which customers? Offer value to more than one segment at different price points and capture more profits.

Why segmentation matters for pricing
+ Create Value so You can Price for Profits!
4 lectures 18:09

What's your core product? What are the added value services or products you can add to make it even better and higher value?

Intro to Value Creation: How to add value so you can charge more!

It's a continuum and you can add product to your service or service to your product!

The Product-Service Continuum

So, this one might be a little too geeky for some. Good stuff I think though about the characteristics of services and how to leverage the good ones and overcome the ones that aren't so good!

Perishability? Doesn't that just apply to fruits and veggies?

Use this worksheet to brainstorm ways to add value to your product or services.

Create Value in YOUR Offers!
1 page
+ Pricing Structures
4 lectures 13:43

Quick intro to the idea of pricing structures.

Introduction to Pricing Structures

Introduction to different types of price metrics with examples of how they can work and hybrid versions.

Pricing Metrics

A fence is used to separate one group from another. Similarly a price fence is used to separate one market segment (who might want to pay less) from another (who might want to pay more). Learn how these work and how you can use them.

Price Fences

Brainstorm your own pricing structures and metrics using a handout of the slides covered above and some guided questions.

Wrap up Pricing Structures
+ BONUS: Communicating the Value
1 lecture 05:45

What to emphasize depending on the complexity and primary benefits of your products or services.

Communicating Value
+ Pricing Policies
1 lecture 05:57

How to rationalize your pricing for short and long-term implications. Train your customer for easier acceptance of pricing changes, discounts and increases.

Pricing Policies
+ Pricing Tactics
9 lectures 29:12

Quick intro to pricing tactics- the fun stuff!

Intro to Pricing Tactics

Learn how to make your customers less price sensitive. Also, use the attached worksheet to identify the specific tactics you'll use in your own business.

Price Sensitivity

One of the many quirks of human decision-making. We pay more attention to proportional differences than to the absolute values of things in certain situations. Learn how to use this info in your business.

Preview 02:48

Did you know that our expectations of price change our perceptions of value? And we're influenced by all the prices in the context? not just the price of the thing we want?

Reference Price

Do you want to go to the cheapest doctor? How price can signal quality!

Perceptions of price, quality, fairness and price points!

Use this worksheet to develop your own tactics for leveraging the proportional, reference and price point information.

Preview 1 page

A little more math geekiness to really show how bundling products can make you more money.

Price Bundling: Why it works, an example...
BONUS: Case Study

Wrap up and summary of the pricing tactic options!

Wrap up of Tactics