Value Selling (Pricing) and New Entities

I received a phone call from an attendee from one of the Value Pricing Boot Camps that Ron Baker and I lead with a question to which I had not given much thought. How would one develop a value price for a customer that is a startup entity? When delivering a technology solution, it is critical that the possible value provided to the customer is developed before the implemention of the solution.

In our Sage-developed sales methodology, we look to establish two types of potential value for the prospect: cost not to solve and benefit to solve. Getting to these numbers is hard enough, but getting to them with a new entity would be no more than a WAG.

Does anyone have some additional thoughts on this? Thanks!