She thought we were a scam

Pricing is a tricky thing.

Someone once told me Underdog Con felt too cheap to be legit. She was unsure it was real. So she drove down to the venue the day before, just to confirm the event is legit.

I still think about that.

Here's the other thing I've noticed. The moment we price a ticket above RM300, registrations slow right down. Something about that "3" makes people hesitate before they commit.

How interesting.

Now, I get the argument: price becomes trivial when value exceeds price. And sure, we could keep stacking on bonuses to justify the ticket price. But I pondered back to a more basic question.

What is the event actually for?

Do we need to make money with Underdog Con? Yes. The people who put hours into putting this together deserve to be paid.

But the ticket was never meant to be our true goal.

Our true goal was to build a space. A room where a serious founder or marketer walks in, meets people who take the work as seriously as they do, learns something they can apply the next day, and walks out better than they came in.

That has always been the goal, since day one.

Whenever I ask people why they signed up, the answer is almost always the same: To be around people practicing and building something, not just talking about it.

Isn't that what it's all for?

So this morning we made a call. We're keeping the ticket under RM300, at a price we know is more than fair for what you bring home from the day.

Nothing to do with the "3". Underdog Con was meant to be accessible for serious founders and marketers.

Here's what a ticket gets you:

• Full access to a room of 100 founders & marketers
• 6 presentations made of case studies & practical lessons
• Video replays of every presentation
• Buffet lunch & refreshments throughout the day
• Perks & discounts from our partners
• Access to our private online community

And the part I can't fit on the list: the people you'll meet. One conversation in the room can pay your ticket back a hundred times over.

If that sounds like something for you, join us at Underdog Content Con.