Pricing is one of the most powerful and most overlooked drivers of profitability in service-based businesses. Many founders work harder, take on more clients, and still struggle with shrinking margins and rising stress. This seminar reveals why their pricing structure doesn’t reflect the true cost and value of their services. 

CFO Laresa McIntyre breaks down the financial and operational impact of underpricing in clear, practical language. Attendees will learn how silent margin killers such as labor underestimation, discounting, and scope creep that quietly erode profit, and why adding more clients can actually make the problem worse. 

This session goes beyond theory, providing actionable strategies to improve profitability through smarter pricing. Participants will explore three confidence-building methods—anchoring, packaging, and value framing—that help raise prices without losing key clients. They’ll also gain a simple framework to evaluate current pricing and identify immediate opportunities for improvement. 

By the end of the seminar, attendees will understand how to price strategically, protect capacity, and increase profit while delivering stronger client outcomes. This session is ideal for founders and service leaders who want sustainable, scalable growth without adding more hours or more stress.