Price to Win: A CEO's Playbook for Private‑Pay Pricing and Packages

This 25‑minute Executive Roundtable (monologue format) gives agency founders an operational pricing system — not theory — proven across Scott McKenzie’s work with HCAB and 531+ licensed launches. Daniel opens with a measured diagnostic: the typical new agency leaves 18–30% margin on the table because of poor pricing and schedule design. Claire explains compliance and documentation pitfalls that can turn a clean price into a licensing red flag, and Sophia translates price decisions into founder psychology and client conversations that preserve dignity while closing sales. You’ll get a repeatable three-step pricing framework (cost‑floor, market anchor, the offer package), exact math for a 40% target margin, sample line‑item language for service agreements, and a live HCAB case from a Colorado launch where a $15/hour packaging change flipped month‑one cash flow. One CTA delivered mid‑episode and again in the outro directs CEOs to the HCAB Pricing & Margin Workbook in the show notes.