Stop giving your margin away.
Build the value. Capture it.

Practical value-based pricing methods and AI workflows for pricing, marketing and sales professionals. Field-tested in global B2B markets — not theory.

Follow on LinkedIn Join the community

Three principles. Non-negotiable.

Everything published here passes the same test: can a commercial team use it in their next pricing cycle? If not, it doesn't ship.

Principle 1

Value first, cost never

Price is a function of the value delivered — €/ha saved, hours freed, risk avoided — not of the cost incurred. Cost-plus hands your strategy to the accounting department. We start from customer outcomes and willingness-to-pay, every time.

Principle 2

AI as co-pilot, not autopilot

No dynamic pricing hype. No "let the algorithm decide." AI prepares the analysis — competitor scans, scenario models, value calculations — and the pricing professional makes the call. Use it, verify it, own the output.

Principle 3

Data → So-what → Action

Numbers alone are noise. Insight alone is academic. Every method here comes with the data behind it, what it means, and what to do Monday morning — including the don'ts, not just the dos.

What you could expect

One practical post every week on LinkedIn, plus tools and deep-dives as the library grows. Three recurring themes:

Theme 1

🚨 Pricing Excellence

The methods: value pricing vs cost-plus, discounting dos and don'ts, value communication, objection handling — plus the real dilemmas and mistakes (mine included) behind them.

Theme 2

🚀 AI for Pricing Work

Ready-to-use AI prompts and workflows: competitor analysis, scenario planning, negotiation prep. Always with the sanity-check step included — AI drafts, you decide.

Theme 3

🤝 Community & Co-Creation

We build together: surveys, prompt contests, live Q&As, a crowd-sourced pricing playbook. Your cases and questions shape what gets written next.

Free tools & templates

Free, forever. Subscribe to the newsletter (also free) and the welcome email delivers the full Tool Vault — every tool below, plus each new one as it ships.

ResourceTypeWhat it does
Value Story Template PDF Build a "You pay X, you get Y, you keep Z" story for any product Get via email
Pricing Value Checklist PDF 12 questions before any price decision — every "no" is homework Get via email
Willingness-to-Pay Calculator XLSX Quantify customer value in €/unit and anchor your price to it (worked example included) Get via email
AI Prompt Pack — Pricing Edition PDF 5 field-tested prompts with the failure mode of each — competitor scan, break-even, objection prep Get via email

One subscription, all tools, no spam — a monthly deep-dive and the new tools as they're released. Unsubscribe anytime, the tools stay yours.

The Value Builders community

Pricing managers, marketing managers and sales professionals comparing notes on what actually works. Free to join.

Free — Open now

📬 Newsletter + Chat on Substack

A monthly deep-dive newsletter plus a member chat: bring your pricing dilemmas, vote on next topics, get the tools first. Your email, your access — no algorithm in between.

Join free on Substack

Coming later

🎓 Premium community

In preparation: structured courses, live pricing clinics, and a private community with exclusive templates and case walkthroughs. Newsletter members hear about it first — and get founding-member conditions.

About

Founded by Francesco.

I'm Francesco. Twenty years working in pricing and commercial roles in global B2B markets — still learning something new every season.

I've seen the same habits quietly erode margin, in my own work too: cost-plus reflexes, flat % increases across whole portfolios, last-minute discounts under pressure. Value Builders is my way of sharing what the field taught me — and exploring, together with other practitioners, how AI can support better pricing decisions. Practically, not theoretically. I don't have all the answers; that's what the community is for.

  • What you'll get: methods tested in real pricing cycles, illustrated with real public datasets
  • What you won't get: consultant-speak, dynamic pricing hype, or AI fairy tales
  • Contact: LinkedIn — DMs open for pricing cases (anonymized cases may become Pricing Clinic posts)
Value Builders

Value Builders

Value-based pricing + AI
Field-tested. Practical. Weekly.