Sessions · Advisor session
What Should I Charge? Pricing Your First Customers Without Getting Trapped
Thursday, August 20, 2026 · 2–3 PM PDT
This session has ended.
About this session
Every founder sets their first price by gut feel — and it's one of the highest-leverage decisions you'll make. Price too low and the deal you were trying to win becomes the ceiling you can't escape. Discount too easily and the discount becomes the price.
In this session we'll dig into the pricing questions founders actually wrestle with:
- How do you figure out what your product is really worth to the buyer?
- What's the right pricing model for your business — and how do you test it without losing deals?
- How should early deals and pilots be priced so a discount buys you something in return?
- When does a low price hurt you — and when does charging more win the deal?
This is a working session, not a lecture. Bring your real numbers — what you charge today, what you've been discounting, the deal where the price felt wrong — and we'll pressure-test them together.
Hosting this session
Court Lorenzini
Founding CEO of DocuSign, FounderNexus
Court Lorenzini is a true serial entrepreneur. With several successful exits under his belt, including launching DocuSign into $20B global juggernaut.
His next venture, FounderNexus, extends his passion for working with Founders to accelerate themselves and their businesses. Beyond starting 5 companies himself, Court is an LP in nearly 20 VC funds around the world and a direct investor in dozens of global startups. His work with nearly a thousand Founders has helped them achieve higher levels of success.
Next step
Have a question behind the session?
Share what you’re working through. If your company qualifies, we’ll reply personally within 24 hours.
For companies that have raised at least $1M from venture firms.