How to Change Prices and Predict Them Without Guessing with Felix Hoffmann

Felix Hoffmann is the co-founder of 7Learnings, where he helps companies move from intuition-based pricing to predictive, data-driven pricing systems.

He previously led pricing optimization at Zalando, managing pricing across millions of products and markets—giving him a front-row seat to how pricing actually behaves in the real world.

In this episode, instead of relying on gut feel or delayed results, Felix introduces predictive pricing—a system that forecasts the impact of price changes before you make them. They break down why most pricing decisions today are still reactive, how companies are leaving profit on the table by not simulating outcomes, and why testing alone isn't enough anymore.

If you've ever changed prices and hoped for the best—this episode will challenge that approach.

Why You Have to Listen:

• If you're changing prices without knowing what will happen—this episode shows you a better way.
• Understand why testing pricing isn't enough—and what comes after testing.
• Discover how companies are using simulations to make faster, smarter pricing decisions.

"You shouldn't decide based on gut feeling—you should decide based on what you predict will happen."

— Felix Hoffmann

Topics Covered:

01:30 – What Is Predictive Pricing? How to forecast the impact of price changes before making them

04:00 – Why "Should We Change Price?" Is the Wrong Question The real question: what happens if you change it

07:00 – What You Need to Predict (Beyond Sales) Profit, costs, returns, and long-term effects of pricing decisions

13:30 – Why Testing Alone Isn't Enough You can't test everything—so you need simulations

17:00 – Competitor Pricing: Guessing vs Predicting Why most companies match competitors blindly—and how to avoid it

20:30 – The Role of External Signals (Weather, Seasonality, Trends) How real-world factors shape pricing decisions

23:30 – B2B vs B2C Pricing Reality Why predictive pricing is easier in high-volume environments

29:00 – Final Advice: Predict First, Decide Second Why simulation is the missing layer in pricing strategy

Key Takeaways:

"The question is not: should I change my price? The question is: what happens if I change it?" — Felix Hoffmann

"Nobody is doing perfect decisions today… perfect decisions would require mathematical optimization." — Felix Hoffmann

Resources Mentioned:

• 7Learnings – Platform for predictive pricing and revenue optimization
• Zalando – Example of large-scale pricing optimization

Connect with Felix Hoffmann:

• LinkedIn: https://www.linkedin.com/in/felix-hoffmann-7learnings/
• Website: https://7learnings.com/

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: [email protected]