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    Founder masterclass · Pricing and monetisation

    Your price is a decision, not a guess.

    A practical masterclass for early-stage founders on how to find, set and test the right price. It is built from 12+ sessions and conversations with 500+ founders across sectors.

    12+
    masterclasses and founder roundtables
    500+
    founders across sectors
    5
    modules, 8 rules, 1 framework
    Host
    SRF Capital Studio
    Programme
    Pricing and monetisation
    Taught by
    Sriram Chidambaram

    What does the masterclass cover?

    1. 01Why pricing matters: why founders delay it, and what that delay costs.
    2. 02Foundations: price discovery, pricing model and pricing strategy are three different decisions.
    3. 03Finding the price: willingness to pay, value-based pricing and segmentation.
    4. 04The toolkit: pricing models and strategies, plus a playbook by business model.
    5. 05Making it work: eight rules to win with pricing, including one most founders push back on, to keep raising your price by 5% until volume pushes back.

    Who is the pricing masterclass for?

    Founders who are pre-revenue or early in revenue, setting a first price or questioning the current one. You don't need a finance background, just a willingness to replace a guess with a reason.

    Why I run a pricing masterclass for early-stage founders

    Most founders I meet can tell me their CAC, their burn and their runway to the week.

    Ask how they arrived at their price, and the answer is usually some mix of “the competitor charges this” and “it felt right.” That gap is why this masterclass exists.

    Across 12+ sessions and roundtables, and conversations with more than 500 founders, the same pattern keeps showing up. Pricing is treated as an afterthought. It gets decided after the product is built, and then rarely gets revisited.

    That’s expensive. Price shapes your unit economics, decides which customers you attract, and sets how long your sales cycle runs. It’s also the fastest lever you have. A new product takes quarters to ship, but a better price shows up in your very next invoice.

    Before I started SRF Capital Studio, I worked on pricing decisions in corporate finance roles across very different businesses. The lesson carried over to startups unchanged.

    The teams that priced well never started with “what do others charge?” They started with what the customer values, what it costs to serve them, and what the market will bear.

    Sriram Chidambaram, Founder & Managing Partner, SRF Capital Studio

    Read the practice on pricing and monetisation

    Where else have we taught?

    Every engagement, and the decks to download