Ras Al Khaimah Economic Zone (RAKEZ) opened its Growth Series 2026 with an interactive, hands-on workshop aimed at helping small and medium-sized enterprises (SMEs boost profitability by addressing a widespread challenge: pricing. Titled From Price Competition to Value Leadership: Pricing for Profit, Not Survival, the session provided business owners with practical tools to strengthen pricing confidence, safeguard margins, and shift away from unsustainable discount-led growth.
The inaugural session underscored RAKEZ’s commitment to delivering actionable knowledge that businesses can implement immediately. Discussions explored the root causes of underpricing among SMEs, the impact of pricing on customer perception and purchasing decisions, and strategies to reposition offerings based on value rather than price alone. Participants also examined practical methods to enhance margins while maintaining competitiveness and customer trust.
Ramy Jallad, Group CEO of RAKEZ, said, “Long-term business success begins with strong fundamentals. By launching the 2026 Growth Series with a focus on pricing, we are addressing a critical issue that directly affects business resilience, competitiveness, and sustainable growth.”
The session featured a keynote presentation by Codin Caragea, Founder and CEO of Experience Edge, who shared practical frameworks to help businesses transition from price-driven competition to value-based pricing. His insights highlighted the importance of clarifying value propositions, aligning pricing with operational capabilities, and reducing cost-to-serve pressures to improve profitability without relying on discounts.
An interactive panel discussion followed, featuring Sindhu Sreenath, Managing Director at QuestionPro EMEA, and Suvo Sundar Chatterjee, Director of Business Excellence, Strategy & Planning at RAKEZ. The panel addressed real-world pricing challenges faced by growing businesses, emphasizing how customer data, insights, and informed decision-making can support more confident and sustainable pricing strategies.
Attendees left the session with actionable takeaways on refining market positioning, leveraging pricing psychology, and adopting value-led pricing models that support healthier margins and long-term growth.
The Growth Series 2026 will continue with upcoming sessions focused on cash flow management, financial transparency, and building scalable partnerships, further reinforcing RAKEZ’s role as a knowledge-driven platform supporting businesses at every stage of their growth journey.
