Pricing as a Science – When and How to Use Proven Price Testing Methods
In this practical deep dive, Leonard Porcano will demystify the most effective pricing research methods and show you how to use them to take the guesswork out of pricing. You’ll learn how to run these tests, interpret the results, and turn data into a clear pricing strategy that drives both adoption and profitability.
What founders will learn:
• The principles behind Van Westendorp, Gabor Granger, Conjoint Analysis, and Monadic price testing
• How to select the right method based on your stage, market, and business model
• Step-by-step guidance for designing and executing each type of test
• How to interpret results and translate them into actionable pricing decisions
• Real-world examples where these methods unlocked market opportunities
About Leonard Porcano:
Leonard is a seasoned entrepreneur and innovation leader with over two decades of experience driving growth and transformation across industries. As Venture Partner and Head of Technology at Tenney 10 / American Family Insurance, he’s led the creation of AI-powered platforms like Leasebot and Clear Door. He’s built and scaled disruptive products in SaaS, AI, and digital transformation — and now mentors founders on using data, technology, and strategic thinking to outpace competitors and make smarter business decisions.