An Afternoon with Ed Lee on Building Pricing Systems for Growth

Founders and operators very often treat pricing as a maths equation that leads back to a cost-plus approach. The problem is that this approach often leads to underpricing and leaving value on the table.

Having advised companies with a combined valuation of over $1.4 billion, Ed argues that pricing can instead be structured to signal your company's values, who you serve and what you're willing to promise. The result: a sustainable system, trust in your promise and pricing that reflects value. For one afternoon only, Ed will be working through the problems that stall companies at different stages of growth, and how to approach those problems with clarity and defined frameworks. Meet the Speaker Ed Lee is a pricing expert, author, and the Founder and CEO of HelloAdvisr . He's advised companies with a combined valuation of $1.4 billion, spanning AI, software (B2B and B2C), platform and marketplace companies. Previously, Ed served as the Director at Simon-Kucher in the London office, one of the world's foremost pricing and strategy firms. He also held senior roles at LG Electronics on GTM strategies with European subsidiary leaders.

Ed holds an MBA from Oxford University, an MSc from the London School of Economics, and a BA from UC San Diego. What you'll learn The book introduces the Pricing Multiplier System™, a five stage framework, Signal, Match, Build, Refine, and Scale, built on the idea that pricing problems are fundamentally trust problems, and that pricing is the clearest signal a company sends about what it values, who it serves, and what it is willing to promise.

The content's useful for: Early-stage founders guessing at prices, before there's data to justify a number, quietly underpricing out of fear.

VC-backed companies past their first million in revenue. This is the "messy middle," where the gut instinct that got you here starts working against them and pricing has to become a system instead of a gut call. How to attend This is a by-approval-only event for senior leaders. We work extra hard to curate our guest lists, to ensure that everyone has a positive experience. Hosted by Antler , HelloAdvisr and Techspace . Antler is a global early-stage VC enabling exceptional people to start companies. We invest at the earliest stage, from day zero, and support founders through company building, go-to-market, and fundraising. Since 2017, we've backed over 1,200+ companies across six continents, with a portfolio valued at $20B+. In the UK, we run an intensive residency programme for founders and provide hands-on support to our portfolio companies as they scale.