Deep Dive: AI enabled journey to better pricing

Pricing a SaaS product isn’t just about numbers. It's about understanding how your customers perceive value, how your model supports growth, and where you may be leaving money on the table. This workshop is designed to give you a clear, practical view of how pricing really works, using concrete examples and hands-on exercises rather than abstract theory.

Over the course of the session, you’ll explore the full pricing journey: from identifying who truly values your product, to understanding what drives their willingness to pay, and how to structure your offering so customers can start small and grow with you. Along the way, you’ll work with real data and see how AI can help you quickly surface insights, test pricing decisions, and generate better alternatives, thus turning work that normally takes days into something you can do in minutes.

By the end, you’ll have a sharper view of your current pricing model, a clear sense of what to improve, and practical tools, including ready-to-use AI prompts, to keep refining your approach after the workshop.

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This workshop will be skilfully facilitated by Maarten Laruelle.

As pricing expert, Maarten Laruelle brings expertise in pricing strategy for SaaS and IoT companies. With a background in technology and entrepreneurship, he helps scale-ups optimize their pricing as they navigate rapid growth and international expansion.
Through masterclasses, workshops and individual guidance, he guides participants in developing pricing strategies that accelerate growth and improve unit economics. Having advised over 100 companies on strategic pricing transformations, Maarten focuses on practical, implementable approaches that scale-ups can apply immediately to capture more value and compete effectively in international markets.

DATE

May 21, 2026 1:00 PM

Starts at May 21, 2026 1:00 PM

Max. participants

View full agenda

LOCATION

Technologiepark Zwijnaarde

€355

(List price: 1,515€. If your company meets the eligibility criteria and is a Flanders based company, VLAIO and our supporting partners will bear 70% of the cost.)

Agenda

13:00–13:30

Welcome & light lunch

- Meet the participants

- We start as soon as everyone arrives, no later than 13:30

13:30–14:15

The full picture: how pricing actually works

A fast, honest walk through the full pricing journey. Not theory. We use a real case, a pinball machine, to show how the nine basecamps connect, where most scale-ups get stuck, and why fixing the wrong thing first costs you time and money.

By the end of this block you will know where you stand on the map.

14:15–15:15

Deep dive 1 : Who's actually buying, and why

Segmentation done right. The real question is: which customers seethe most value in what you do, and are they all looking at the same thing?

We work through a live example using a real client dataset,running it through AI to surface how different segments can look at the sameproduct in completely different ways.

**AI moment.** Most founders have the raw material already. Client lists, call notes, support tickets. We show how to feed that into AI and get a segmentation analysis in minutes that would normally take a day or two. You can run it on your own data, in the room.

15:15–15:30

Break

15:30–16:15

Deep dive 2: What drives the bill

The value driver you charge on is the single most important structural decision you will make. Charge for the wrong thing and no amount of discounting or packaging will fix it. We work through how to find the driver that scales with the value your customer actually creates.

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**AI moment.** When you are too close to your own product, the right driver is hard to see. We show how to use AI to pressure-test or validate your current choice, generate alternatives, and hold each one against your real customer segments.

16:15–17:00

Deep dive 3: Packaging and growth paths

How do you structure your offering so customers can start somewhere and grow? We cover packaging and growth path design, not as a feature exercise, but as a deliberate commercial decision.

**AI moment.** We show how to use AI to generate packaging options based on your segments and value driver, evaluate which combinations make sense, and spot the gaps in your current model before your customers find them.

17:00–17:30

Wrap-up and next steps

What you learned. What to do in the next 30 days. How to keep moving without losing momentum.

1 week later (online, 1 hour)

A short check-in, one week after the session.

- What did you try?

- What got stuck?

- Open questions, answered in the group

No slides. Just a conversation about what is actually happening inyour pricing work.

✔ Clear pricing direction: what customers value and what to fix

✔ Practical tools and AI prompts to improve pricing

✔ Action plan: next steps to keep movin

LOCATION

Technologiepark Zwijnaarde

DATE

May 21, 2026

€355

Sign me up

(List price: 1,515€. If your company meets the eligibility criteria and is a Flanders based company, VLAIO and our supporting partners will bear 70% of the cost.)

Cancellation Policy