GENERAL INFORMATION

Many technology startups develop breakthrough innovations, but struggle to translate these innovations into a sustainable business model and pricing strategy. A strong technology does not automatically lead to commercial success. Understanding customer value, business models and pricing is essential to bridge the gap between innovation and market adoption.

In this interactive workshop, you will work on one of the most critical questions for any startup: how do we create value, capture value and build a scalable business around our technology?Together we will explore the relationship between value proposition, pricing, costs and growth. You will gain practical insights into different pricing approaches, common pitfalls and the assumptions that drive successful commercialisation.
The workshop is directly connected to your own technology, market and business case. Through practical exercises and discussion, you will:

• sharpen their value proposition;
• identify the key assumptions behind their business model;
• develop a first pricing strategy;
• gain insight into the commercial value of their innovation;
• define concrete next steps for market validation and growth

By the end of the workshop, you will have a clearer view of how your technology creates value, which assumptions require further validation, and how pricing can support both commercial success and future growth. You will not leave with a theoretical framework, but with practical tools, a stronger business case and a concrete starting point for further commercialisation.

COACH

Dwayne van der Klugt
Dwayne is Partner at KplusV and supports startups, scale-ups and innovative SMEs in bringing new technologies to market. With a background in Biology and experience in both venture development and investment, he combines a scientific perspective with a strong understanding of commercialisation, growth and financing. He works closely with founders, investors and innovation ecosystems on topics such as value proposition, business models, pricing, financing and growth. His approach is practical and focused on helping entrepreneurs make better decisions and translate ideas into viable businesses.

PROGRAM

Part 1: The Fundamentals of Pricing

In the first part, we explore how a strong pricing strategy is built upon customer value and the value proposition. We cover the most common pricing methodologies, discuss frequent mistakes made by startups and spin-offs, and directly apply these insights to the participants’ own situations. Through a brief exercise, you will conduct an initial analysis of your specific pricing challenge and the underlying assumptions.
Topics covered include:

• Value proposition canvas
• Cost-based pricing
• Market-based pricing
• Value-based pricing

Part 2: From theory to your own strategy

In the second part, you will work on your own case study. Using practical templates, you will develop an initial pricing strategy, test key assumptions regarding customer value and your business model, and determine the next steps toward market validation, market launch, and growth.
We will cover the following topics:

• Value creation for customers
• Cost structure
• Initial pricing calculations
• Pricing roadmap
• Next steps toward market launch and growth

VENUE

Wonders of Work (former Seats2Meet)
Across Utrecht CS: Mall Hoog Catharijne: turn left; the entrance to WoW is on the right side after the Rituals shop.

ABOUT KplusV

KplusV is a leading Dutch consultancy specialised in innovation and entrepreneurship. Each year, we support approximately 300 startups, spin-offs and scale-ups through advisory projects, growth programmes, investment programmes and innovation initiatives. By combining strategic advice, practical tools and a strong network, we help entrepreneurs translate innovation into sustainable growth and impact.