Pricing Canvas™ Guide

Pricing Canvas Guide

Begin your pricing innovation today

The Pricing Canvas™ consists of ten sections each representing a structural component of your business, product, and market. Each section will help you to design your pricing and monetization strategy using the principles of value-based pricing. The questions on the Pricing Canvas™ will provide you with a pricing process based on the outcomes, benefits, and economic impact of your offering.


Pricing Canvas™ is the best exercise to begin your pricing innovation. Get your team together and set aside at least a half-day, per week, for 12-16 weeks.

Monetize client base better

Acquire new business

Innovate your product and offer structures,  seek new growth opportunities with partners and ecosystem

Optimize your value metric, align offer and pricing structures with the Value Stacks™ of different customer types

Increase profitability

Grow market share

Innovate your competitive value profile, grow the offerings that have the most competitively advantageous cost structures

Align your pricing and cost structures, establish a margin contribution plan for each revenue stream

" We found The Pricing Canvas Workshop eye-opening! It completely changed our understanding of how pricing should be created and controlled using process and data. Can't recommend enough."

Colin Hirdman

Co-Founder, Augurian

How to make best of the Pricing Canvas™?

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Get your team together

Set aside 12-16 weeks

Focus on growth

Pricing is multi-disciplinary. Get your product, marketing, sales, and finance team together.

Set aside at least half-day per week for the group and divide into smaller teams to work on each lever of focus.

First pick a growth path. Then create the pricing and monetization strategy to execute that growth path.

Request a Pricing Canvas™ Workshop

Feel free to reach out if you would like us to facilitate your cross-functional Pricing Canvas Workshop™ for you. We will work with your product, marketing, sales, finance, sales ops, and biz ops teams, and get you ready to test your new pricing design in just 4-6 weeks.

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