Description of Penn Wharton Business School Video: Our speakers, Jon Soberg and Stu Aaron, address one of the most important—and most challenging—aspects confronting every early stage company: finding the right pricing, and pricing structure, for the sale of a product or service. Getting this function right can make the difference between success and failure, and involves a blend of both art and science. Our speakers will comment on the different elements of an effective pricing strategy, including advantageous product positioning, the importance of revenue and cost objectives, an intimate knowledge of the customer, and clairvoyance on where the markets and the competition are going.