Online Event – 26-27 June
Freelance Business
Pricing Forum
Freelance Business Pricing Forum is the first event of its kind where we will be talking about only one thing:
Pricing of your solo-business.
Whether you’re just starting out or you’re a seasoned freelancer, pricing your services right is the key to building a sustainable and successful business. Yet, it’s often one of the most confusing, under-discussed, and emotionally charged parts of freelancing.
At this dedicated forum, we’ll dive deep into the strategies, psychology, and systems behind pricing freelance work.
No fluff, no distractions. Just real, actionable insights from experts and fellow freelancers who’ve been there.
Our Speakers
Melina Palmer
The Brainy Business CEO, 3x Author of bestselling books, TEDx speaker, Inc columnist. Teaching Applied Behavioral Economics via Texas A&M Human Behavior Lab.
Melina Palmer is an applied behavioral economist with a passion for helping businesses understand the true drivers behind human decision-making.
As the Founder and CEO of The Brainy Business, she partners with global brands, from Fortune 500 companies to innovative startups, to uncover the hidden psychology behind why customers buy. Her approach to applying behavioral science is practical, approachable, and deeply impactful.
Melina is the author of three bestselling books: The Truth About Pricing, What Your Employees Need and Can’t Tell You, and What Your Customer Wants and Can’t Tell You. She also hosts The Brainy Business podcast, which has been downloaded more than 1.4 million times in over 170 countries.
In addition to her work with businesses, she teaches applied behavioral economics at Texas A&M University’s Human Behavior Lab, where she co-created the Certificate in Applied Behavioral Economics program.
Sarah Duran
Independent COO and Business Coach
Sarah Duran is a seasoned freelance project manager and solopreneur coach based in Denver, Colorado. As the founder and CEO of Fruition Initiatives, she specialises in helping freelancers, consultants, and solo business owners transform their operations into sustainable, scalable ventures.
With over a decade of experience in curriculum design, facilitation, and coaching, Sarah combines her operational expertise with a deep understanding of the solopreneur journey. She offers personalised coaching and has developed an agile, community-based method to support clients in achieving their business goals.
Sarah is also the author of Instant Freelancer: How to Start a Business of One, a practical guide for aspiring freelancers. Through her podcast, The Hustler’s Manifesto, and her Substack newsletter, she shares insights and strategies to help solopreneurs navigate the challenges of independent work.
Her mission is to empower individuals to build businesses that align with their personal values and lifestyles, fostering a sense of freedom and fulfilment in their professional lives.
Miquel Estopà Olivé
Founder, ICERTX
Miquel Estopà is the founder of ICERTX, a generative AI tool that helps freelancers and small businesses estimate project timelines and pricing with more clarity and structure. Rather than offering fixed answers, the tool adapts to how each person works, allowing users to teach it through real-world feedback and improve its accuracy over time.
He is currently completing a Law and Economics degree at the University of Deusto, where his academic research focuses on the legal and ethical use of AI in productivity tools. His final thesis explores how AI-driven tools interact with European regulation, including the GDPR and the recently approved AI Act. His interest lies in how independent professionals can use technology not just to save time, but to make better business decisions with confidence.
Miquel has lived in Dubai, Barcelona, Bilbao and Tokyo, where he studied at Sophia University. Alongside his academic journey, he has co-founded projects in legal tech and blockchain identity, always with a focus on transparency, autonomy and usability for professionals.
His work aims to support freelancers in understanding AI as a collaborative partner rather than a black box.
Jonathan Stark
Author of Hourly Billing is Nuts, host of Ditching Hourly podcast and community
Jonathan Stark is a former software developer turned business coach, dedicated to helping freelancers, consultants, and independent professionals transition from hourly billing to value-based pricing. Through his writing, speaking engagements, and consulting, he guides clients toward dramatically higher fees, better client relationships, and greater professional fulfillment.
As the author of Hourly Billing Is Nuts and host of the Ditching Hourly podcast, Jonathan shares insights and strategies that have helped countless professionals increase their income and work more efficiently. His daily newsletter on pricing reaches over 10,000 subscribers, offering practical advice for those looking to implement value-based pricing in their own businesses.
Jonathan also offers a free Value Pricing Bootcamp email course, designed to help freelancers learn how to price their services based on value rather than time.
Whether you’re a seasoned freelancer or just starting out, Jonathan’s mission is to help you make more and work less by embracing value-based pricing.
Elina Jutelyte
Founder, Freelance Business
In 2016, Elina took a bold step into freelancing, leaving behind a traditional corporate role to embrace self-employment. Through this journey, she identified a pressing need for freelancers to connect, share knowledge, and support each other. This insight led to the creation of the Freelance Business Community, a grassroots initiative in Belgium that has since evolved into a global movement, bringing together over 15,000 freelancers from 60+ countries.
The Freelance Business Community has become a vibrant platform for networking, learning, and collaboration, revolutionizing the freelance industry. Its remarkable impact has been recognized in Forbes, highlighting Elina’s contributions to empowering freelancers worldwide. Elina has also been recognized as one of the “Top 40 Female Leaders of the Year” by Excellence Talks, celebrating her outstanding contributions and leadership.
Helen Dibble
Founder of Incredibble
Helen Dibble is the founder of Incredibble, a fully-remote collective of “seriously good marketing people” that partners with ambitious B2B brands across the globe. Established in 2013, Incredibble’s mantra is to “put the think before the ink,” blending strategic insight with standout copy and content.
Helen’s flagship service, Embedibble, lets clients “embed an Incredibble” specialist directly into their team, giving overstretched marketers senior-level bandwidth without the cost or delay of hiring. The model delights clients, and freelancers, by delivering flexible, medium- to long-term work that fits real lives.
A vocal advocate for Feel-Good Fees, Helen campaigns to close the pay gap and ensure every freelancer is rewarded fairly for the value they create. Her social channels and courses rally independents to reject race-to-the-bottom rates and embrace pricing that honours their expertise.
Inside Incredibble you’ll find a culture built for parents, carers and neuro-divergent creatives: fully remote, schedule-friendly, and anchored in clear systems that “set you free.” Writers enjoy transparent processes, white-label client access, and open conversations about money – no freebies, no favour-trading.
Helen’s expertise has been spotlighted in Forbes as a thought-leader for freelancers and on event stages such as Freelance Business for Writers, where she shares practical playbooks for building balanced, profitable independent careers.
Filip Fucic
CEO and Founder, Lift-off.pro and pricing consultant
Filip Fučić is a seasoned pricing strategist and the founder of Lift-off, a consultancy dedicated to helping freelancers and independent professionals escape the pitfalls of undercharging and hourly billing.
With a background that includes a mag.oec. degree, entrepreneurial ventures, and a tenure as a marketing manager in the IT sector, Filip brings a wealth of experience to his mission of transforming how freelancers perceive and communicate their value.
Over the years, Filip has collaborated with over 100 experts across five continents, guiding them to: confidently set prices that reflect their true value; develop effective market strategies to attract ideal clients; Enhance client relationships through transparent and value-driven communication.
Programme
Thursday, 26 June
15:00 CET / 14:00 BST / 09:00 AM EDT
How to Know when it’s Time to Raise your Rates
- Filip Fucic – CEO and Founder, Lift-off.pro and pricing consultant
Pricing isn’t just about the number on the invoice: it’s about psychology, positioning, and power. In this eye-opening session, you’ll uncover how buyers really think about value, and how to set prices that reflect more than just money.
We’ll explore:
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The telltale signs every freelancer should know to recognise pricing red flags before it’s too late.
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A fresh pricing framework that factors in not just cash, but convenience, risk, and ego costs, so you can align your offer with what clients actually weigh when making decisions.
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How to flip the script by helping clients see the pitfalls of underpricing and over-negotiating, before they even start haggling.
If you’re tired of second-guessing your rates or feeling outplayed in negotiations, this session will give you the clarity and confidence to price on your terms, and win better clients because of it.
15:20 CET / 14:20 BST / 09:20 AM EDT
A Simple Framework to Calculate What you Should be Charging
- Helen Dibble, Founder, Incredibble
In this 20-minute session, you’ll learn a practical, easy-to-follow framework to set your rates with confidence. Whether you’re just starting out or revisiting your pricing strategy, this session will help you factor in your costs, value, and market positioning — so you stop guessing and start charging what you’re worth.
15:40 CET / 14:40 BST / 09:40 AM EDT
Ask Your Questions About Pricing
- Helen Dibble, Founder, Incredibble
- Filip Fucic, CEO and Founder, lift-off.pro and pricing consultant
- Sarah Duran, Independent COO and Business Coach
- Elina Jutelyte, Founder, Freelance Business
This is your chance to bring your real-world pricing challenges to the table and get direct feedback from our panel of experienced experts. Whether it’s a specific question or a broader dilemma, you’ll receive practical advice tailored to your situation.
17:00 CET / 16:00 BST / 11 AM EDT
The Truth About Pricing
- Melina Palmer, Founder and CEO, The Brainy Business, TEDx speaker
When you’re not confident about your prices, it can hurt sales. But what if you could develop a psychologically effective pricing strategy where the amount you charged almost didn’t matter?
In this fun and engaging presentation based on Melina’s award-winning book, The Truth About Pricing, you’ll discover an approach that will save you countless hours agonizing over the ‘perfect’ price. Learn why psychology is key to pricing success and walk away with strategies designed to significantly boost your sales.
Friday, 27 June
15:00 CET / 14:00 BST / 09:00 AM EDT
Leveraging AI for Smarter Pricing and Market Insights
- Miquel Estopà, Founder of ICERTX
Many freelancers struggle to set fair and credible prices, especially when the value of their work isn’t always obvious upfront. Miquel will explore how generative AI can be used not to replace human judgment, but to support it: helping freelancers model pricing, understand effort vs. reward, and gain confidence in how they present their work.
3 key points he will cover:
1. Easy vs. Hard tasks in Generative AI, and how this distinction impacts the accuracy of AI-generated pricing advice.
2. Why AI often feels Llke a black box, and how freelancers can teach AI through real deviations and feedback.
3. How to interact with AI as a pricing partner, building credible, explainable estimates instead of relying on magic answers.
15:30 CET / 14:30 BST / 9:30 AM EDT
Why Hourly Billing Fails Freelancers. And What to Do Instead
- Jonathan Stark, The Ditching Hourly Guy
Are you tired of trading hours for dollars/euros?
Join renowned pricing expert Jonathan Stark for a live Q&A session designed specifically for freelancers, consultants, and independent professionals who want to break free from hourly billing.
As the author of Hourly Billing Is Nuts and host of the Ditching Hourly podcast, Jonathan has helped thousands of solo professionals shift to value-based pricing – a powerful approach that lets you charge based on the results you deliver, not the time you spend.
This is your chance to ask Jonathan anything:
- How do you price a project based on value?
- What do you say when clients ask for hourly rates?
- How can you raise your fees without losing clients?
- What’s the first step in positioning yourself as a high-value expert?
Whether you’re new to freelancing or a seasoned pro ready to level up, Jonathan will share clear, actionable advice to help you earn more, work less, and build a business around your expertise.
Bring your questions. Leave with confidence.
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17:00 CET / 16:00 BST / 11 AM EDT – Forum ends
This forum is designed for:
- Freelancers and solopreneurs (designers, developers, coaches, consultants, writers, marketers, etc.)
- Those who’ve been running their freelance business for a while and feeling misaligned with their current pricing, clients, or workload
- Anyone ready to shift from surviving to thriving, by changing how they price their work
Do you recognise yourself?
You’ve outgrown hourly rates
You want to stop trading time for money and start charging based on the value you deliver.
Your pricing doesn’t match your ideal lifestyle
You started freelancing for freedom—but your income model doesn’t support the work-life balance you imagined.
You’re attracting the wrong clients
You find yourself working with clients who don’t respect your time or expertise—and you suspect your pricing plays a role.
You’re overworked and underpaid
You spend countless hours on client work, but your bank account doesn’t reflect the effort.
You’re stuck in a hamster wheel
You’re constantly chasing the next project, with no breathing room to think strategically about your business.
You’re unsure how to raise your rates
You know you need to charge more, but fear of losing clients or not knowing how to justify your rates holds you back
You want to shift to value-based pricing
You’re curious about alternatives to hourly billing but don’t know where to start or how to communicate your new approach.
You crave a supportive community
You want to connect with others who are also rethinking their business models and are ready to share strategies, wins, and challenges.
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