Bio
Steven Forth brings the most rigorous and systematic approach to value-based pricing in SaaS. Where Patrick Campbell starts with willingness-to-pay surveys and Madhavan Ramanujam starts with direct customer price conversations, Forth starts with value modeling, building a system of equations that quantifies the economic impact a solution has on a customer's business. His work extends Tom Nagle's Economic Value Estimation (EVE) framework into a practical methodology for SaaS companies, and his central argument is that most companies confuse willingness-to-pay research with value-based pricing when the two are fundamentally different disciplines.
Operating themes
- Operating thesis: A pricing model without a value model is adrift; true value-based pricing begins with Economic Value Estimation that quantifies the economic impact of your solution on the customer's P&L relative to their competitive alternative.
- Value Based Pricing
- Usage Based Pricing
- Pricing Strategy
- Value Metric Selection
Cards
- A pricing model without a value model is adrift — start with Economic Value Estimation — A pricing model without a value model is adrift — start with Economic Value Estimation [Tier B]
Sources captured
- 2026-04 —
three-approaches-to-value-based-pricing-for-saas-approximate-derived-direct-i-ib.md(operator essay archive) - 2026-04 —
your-pricing-model-needs-a-value-model-i-ibbaka.md(operator essay archive) - 2026-04 —
how-to-choose-a-pricing-metric-i-ibbaka.md(operator essay archive)