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From Surviving to Thriving: Erasing the Female Entrepreneur Wage Gap through Value-Based Pricing

- CDT
Hopin 47

Susan Heinlein
Illume Decision Hub, Co-Founder

Susan Heinlein is the financial mind behind Illume Decision Hub. Susan was SVP of Pricing at G.E., where she pioneered value-based pricing at the corporate level. Susan is a master facilitator and Certified Six Sigma Master Black Belt.

Jenny Niemela
Illume Decision Hub, Co-Founder

Jenny Niemela, an award-winning former business journalist, is the marketing brain for Illume Decision Hub. Jenny helps companies understand and clearly articulate their value proposition so they can grow their revenue and their value through differentiation messaging.


Woman-owned businesses generate 34 percent less revenues on average than male-owned businesses. Value-based pricing helps women founders set profitable pricing while developing the value-driven messaging to confidently ask for and get that price. Value-based pricing can help woman-owned businesses capture up to half that revenue discrepancy, or up to 17 percent.