How to Price Your Product Or Service (With Confidence)
2.7 (6 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.
140 students enrolled
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How to Price Your Product Or Service (With Confidence)

Practical Tools & Proven Strategies on Pricing for Lasting Success (Including Top Research on Buyer Psychology)
2.7 (6 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.
140 students enrolled
Last updated 4/2014
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Current price: $10 Original price: $50 Discount: 80% off
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  • 2 hours on-demand video
  • 3 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Provide several winning pricing strategies and illustrate how they can be implemented successfully
  • Provide a great understanding of consumer psychology with practical pricing implications
  • Provide tools and frameworks to help establish a successful pricing process
View Curriculum
  • An understanding of basic marketing terms such as: Positioning, Branding, USP
  • At minimum, a basic understanding of your own cost structure
  • Ideally (but not required), you are in the process of writing (or already have finished) a business plan

Many entrepreneurs and small business owners are victims of an odd common practice: to price their products and services passively, using little more than raw intuition without careful consideration.

Establishing prices without thoughtful diligence can lead to dire consequences for small business owners whether they price their offers too low (leaving money on the table and not making healthy profits as a result) or too high (turning potential customers away and restricting their market share).

This course has the primary goal of helping you find the right price and also (perhaps more importantly) establish pricing policies that will lead to lasting success. Note the emphasis on the word "lasting": our focus are on strategies that will help you build a connection with your customers, which will in turn lead to long-term, and not just immediate, profitability. Many pricing strategies focus on short-term gains that could potentially lead to fast cash but at the high cost of sacrificing return business - which is not in our interest.

In this course we will offer a great deal of proven strategies, tools, and information that will help you get started right away in establishing your pricing policies and finding the right price(s) for your offer(s).

Who is the target audience?
  • Entrepreneurs
  • Small Business Owners
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Curriculum For This Course
43 Lectures
Key Concepts & Principles
9 Lectures 30:48

Competition & Substitute Products/Services

Cost-Plus vs. Value-Based Pricing


Marketing: Your Brand

Segmentation Pricing & Versioning

Higher Prices vs. Greater Market Share
1 page

Price Increase Vs. More Sales: Effect on Profits
Your Target Market: Price Sensitivity & Perception of Value
6 Lectures 18:38

Measuring Price Sensivitity

Measuring Price Sensitivity: Worksheet
3 pages

Measuring Price Sensitivity: Example

Price & Perception of Fairness

Market Research Exercise (Value-Based Pricing Using Competition as Benchmark)
5 pages
Buyer Psychology & How it Relates To Pricing
10 Lectures 30:27
Buyer Psychology: Introduction

Effects of Discounts & Emphasizing Original Price

Reference Prices: Very Important!

Reference Prices: Great Study

Effects of "Just Below" Pricing: the 99-cent Approach

Effects of "Just Below" Pricing on Quality

Effects of Small Differences in Prices

Price From Most to Least Expensive

How to Raise Prices
General Pricing Strategies
6 Lectures 15:17
General Pricing Strategies: Introduction

Top Down Selling

Decoy Pricing (or Premium Decoy)

High-Low Pricing

Loss Leader

Razor & Blades (or Freebie approach)
Pricing Strategies for New Products & Services
4 Lectures 08:29
Pricing Strategies for New Products & Services: Introduction


Penetration Pricing
Pricing Structures & Their Importance
5 Lectures 14:26
Pricing Structures: Introduction

When to Bundle

When to Unbundle: Common Mistakes When Bundling

Unbundling: Beware of Labeling Items as Free

Quantity Discounts
1 Lecture 01:04
Conclusion & Final Considerations
About the Instructor
Gabriel Pacheco Silva
2.7 Average rating
6 Reviews
140 Students
1 Course
Entrepreneur, Business Owner, Educational Consultant

With twelve years of experience as a business owner, entrepreneur, and educational consultant, Gabriel has over 2,000 online lectures on a variety of subjects, including business, mathematics, math, finance, and economics. His lessons have attracted hundreds of thousands of viewers and draw enthusiastic reviews from students all over the world.

Gabriel is passionate about providing clear instruction, and his extensive teaching experience (in excess of 10,000 hours of personalized instruction over the years) has equipped him with the power to inspire students and help them succeed in their education. He holds a Bachelor of Commerce degree with Honours from the prestigious Sauder School of Business.