Solopreneur Marketing: Pricing Strategies & Tactics
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Solopreneur Marketing: Pricing Strategies & Tactics

Set the Right Price & Grow! Learn how to use proven techniques to grow your small business.
4.0 (9 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
879 students enrolled
Created by Lisa Cain, PhD
Last updated 1/2015
Current price: $10 Original price: $75 Discount: 87% off
5 hours left at this price!
30-Day Money-Back Guarantee
  • 1.5 hours on-demand video
  • 4 Articles
  • 2 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I 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
View Curriculum
  • 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 2017! 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 is the target audience?
  • 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.
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Curriculum For This Course
26 Lectures
Welcome & Introduction!
6 Lectures 14:59

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 13:42

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 29:08

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
Put it into action! Get the resources you need.
1 Lecture 00:51
Take the next steps!
About the Instructor
Lisa Cain, PhD
3.4 Average rating
19 Reviews
1,457 Students
3 Courses
Marketing Educator & Consultant to Small Business Owners

I love working with small business owners!

With a PhD in marketing from The Wharton School and nearly 15 years of consulting and running my own small business, I customize the marketing strategies and tactics that I teach to MBA students for the small business owner.

Small business owners have been my clients for nearly 15 years in my role as co-founder of PagePoint Web Solutions and now as founder of MarketingU. I am thrilled when I can help a client clarify their marketing objectives and, more importantly, achieve them.

I have always loved to learn – even as a quite tiny 4-year old US Army brat stationed with my family in England in the middle of the academic year. I told the intimidating headmaster at the local school that I wanted to start school– “tomorrow!” (much to my mother’s surprise!)

This love of learning (and later teaching) has re-appeared throughout my life. After college, I did the corporate routine for a bit but also went to school in the evenings to earn my MBA. After finishing the MBA, I realized that I still wanted more – and got a PhD! While I’m done with my own formal education, I never stop being engaged in learning, teaching and coaching.

I have been passionate about marketing since I started taking MBA level marketing classes in the early 90s. I went on to earn a Master’s of Marketing and a PhD in marketing (both from the Wharton School of Business). I brought my passion to both the MBA classroom (with gigs at UC Berkeley’s Haas School of Business, The Wharton School’s San Francisco location and Mills College) and the world of small businesses beginning in the late 90s.

As the owner of two small businesses, I have had to learn a wide range of techniques, like you, to be more effective in my marketing. This includes using the Internet including Google Adwords, CraigsList, and Social Media Marketing, but it also includes, referral marketing & networking from leaders like BNI (Business Network International). All of these techniques are more effective if you have a strategy in mind that you are pursuing instead of trying out the flavor of the month.

MarketingU is based on the idea that small business owners can learn about marketing strategy and tactics and execute these efforts to grow their business with just a little extra help and nudge to get them to their goals faster and more effectively.

I invite you to “Learn it. Do It and Profit.” with me at MarketingU & to never stop learning!