STEP 3.3: A CASE STUDY
Prices Her Offers
Maria has defined her Value Ladder. Now comes the moment of truth: putting a price on that value. She is determined to set prices that are fair, sustainable, and reflect her confidence in the solution.
The Challenge
Maria knows her coaching program is valuable, but what is it actually *worth*? She's afraid of pricing too high and scaring people away, but she also knows she can't build a sustainable business if she prices too low.
The Action
Maria follows the 'Value-Based Pricing' Game Plan to calculate her prices.
1. Analyze Competitor Pricing
Maria scans the market and finds that other executive and burnout coaches charge anywhere from $1,500 to $5,000 for a multi-week program. This gives her a "price window" to work within.
2. Assess Transformative Value
Looking at her Core Offer, Maria quantifies the value: preventing a single client from burning out could save them their six-figure job. The time saved from inefficient stress management is immense. The emotional value of regaining control and joy is priceless.
Aha Moment: Her program isn't a cost; it's a career-saving investment. A price under $1,000 is an incredible bargain.
3. Set The Prices
Based on the research and value assessment, Maria sets prices with confidence.
The Outcome
By following a value-based process, Maria creates a pricing strategy she can stand behind. She understands she's not just selling coaching sessions; she's selling career longevity, peace of mind, and renewed purpose.
Maria's Final Pricing
- Entry-Level Offer: $47
An accessible way for clients to experience her method. - Core Offer: $997
A significant discount on the career-saving value provided. - Premium Offer: $5,000/quarter
Reflects ongoing, high-touch strategic advising for executives.