Masterclass - Pricing for Startups

A Masterclass in collaboration with TUM ForTe's Female Founders

When: Friday, October 9, 2026 · 9:00 AM
Where: Arcisstr. 21, Munich // Room 2345, 2nd Floor Thierschbau

For many startups, pricing is treated as an afterthought or reduced to a simple cost-plus calculation. In reality, pricing influences everything from product design and market positioning to customer acquisition and long-term growth.

TUM Female Founders has opened the doors to a Pricing for Startups Masterclass, hosted at the TUM VL Built Environment. Dr. Gaby Wiegran, Startup Coach and Pricing Expert, will introduce practical frameworks for developing a pricing strategy that reflects customer value and supports sustainable business growth.

The talk will be an actionable overview of the following topics:

Shift pricing from “cost + markup” thinking to customer value and decision-making logic.
Identify the real buyer, payer, and decision criteria in B2B and B2C markets.
Analyze how pricing interacts with product design, positioning, and go-to-market strategy.
Understand typical pricing traps early-stage startups fall into and how to avoid them.
Develop defensible pricing logic that works for early customers and scales over time.
End result: a pricing approach founders can justify, test in the market, and align with their business model and growth strategy.

Whether you're defining your first pricing model or refining an existing strategy, this masterclass will equip you with practical tools to develop a pricing approach you can confidently justify, validate in the market, and align with your long-term business model.