The risks of value-based pricing are: * Customers may resist paying for “value” and instead focus on price only. * It can be difficult to accurately measure the value of a product or service. * Collecting data is a continuous, potentially costly process. * Competitors may offer similar products at a lower cost, impacting your profit margins. * Adjusting pricing as your market changes over time requires continuous monitoring. * Customers and/or investors may not receive your pricing strategy well. * Buyers may not understand your value proposition and be unwilling to pay your price.