For Helm members (founders) only!

Pricing is one of the most powerful — and most under-optimised — levers in any business.

Too often, leaders rely on instinct, competitor benchmarks, or outdated assumptions. In reality, small shifts in pricing strategy can unlock disproportionate gains in margin, confidence, and long-term enterprise value.

Join us for a practical, high-energy masterclass with Jenny Millar, founder of Untapped Pricing, designed for leaders who want to turn pricing into a deliberate growth strategy rather than a source of friction or guesswork.

This highly interactive session will focus on the pricing decisions that most directly affect growth and margin, the common pitfalls businesses face as they scale, and a handful of high-impact pricing moves you can apply immediately.

What we’ll cover:

• How to understand and price around true customer value
• The most common pricing mistakes scaling businesses make
• Practical pricing psychology principles that influence buying decisions
• How to approach price increases without damaging trust
• A simple framework to unlock margin and revenue growth

About Jenny Millar

Jenny Millar is the founder of Untapped Pricing, an award-winning pricing strategy consultancy helping businesses remove guesswork and unlock growth through smarter pricing.

With over a decade at eBay, where she led pricing across 11 European markets and drove experimentation within its $2.7bn Electronics division, Jenny combines deep commercial expertise with behavioural insight and data-led decision-making.

Today she advises ambitious founders and scale-ups, lectures at LSE and Warwick Business School, and partners with organisations including Telefonica and Tech Nation to help leaders harness pricing as a strategic advantage.

Her mission is simple: to transform pricing from an uncomfortable afterthought into a confident driver of growth and brand value.

Ticket Price: FREE for all event-inclusive membership types.

If you’re unsure about your membership type please contact membership@helmclub.co

Cancellations: We kindly ask that members only sign up for events that they are certain they can attend. If you’re unable to attend an event, please contact the Events Team at least 7 days in advance, or as soon as possible in case of an emergency. If an emergency does happen, please reach out to your contacts in the Helm network and offer your place to them.

Remember, cancelling an event or not showing up means that another member may miss out on a unique opportunity, as well as there being a financial cost to Helm for the venue hire and staff time.

Any questions please contact eventmanager@helmclub.co