​How to capture value as your offer evolves?

​Pricing is where strategy, product and go-to-market meet. And for complex B2B solutions, it is often where value gets lost.

​As offers evolve, new capabilities can change what customers value, what they expect, how solutions are delivered, and even the unit you have traditionally charged for. AI makes this especially visible: it can transform the value created while also introducing very tangible costs around models, compute and infrastructure.

​How do you price innovation without simply pricing the technology behind it?

​This practical morning session will explore how to rethink pricing as your offer evolves, with a particular focus on what changes when AI becomes part of the value proposition.

​What to expect

• ​How to identify where new capabilities actually create customer value

• ​The signals that your current pricing model may be becoming obsolete

• ​How segmentation, positioning and willingness to pay should shape pricing decisions

• ​When AI should be embedded, priced separately, or used to rethink the commercial model altogether

• ​How to avoid falling back into cost-plus thinking just because AI costs are visible

• ​How pricing choices affect adoption, go-to-market and commercial execution

• ​A practical framework to decide how to capture value before the market makes the decision for you

​About our guest

​Salvatore Bocchetti is a Partner at Reasonable Product, specialising in data, security, AI and digital products. He works with technology companies on product strategy, pricing and monetisation, go-to-market, and the commercial development of complex digital products. His experience spans product and business leadership roles at companies including AutoScout24, Flyability, Kudelski Security and Batmaid.

​Format

​A small, practical breakfast for a curated group of B2B leaders in Lausanne. The session is designed to leave room for concrete questions, peer exchange and perspectives you can apply to your own offer.

​Venue

​Botte Secrète Lausanne office
Av. de Mon-Repos 22
1005 Lausanne

​If registrations exceed the available capacity, we will move to a nearby venue and inform all registered participants in advance.

​​Access

​🚎 By public transport
Bus stop N°13 in front of the building
5' walk from metro M2 station Bessière
15' walk from Lausanne train station

​🚘 By car
No free parking space available.
Parking Mon Repos or Belle Fontaine are at a 2-5' walk from the venue.