Whether startups, new companies or companies operating in new categories can adopt disruptive pricing strategies that define their business model. This approach can lead to more value by unlocking customers and suppliers through a new model that reduces the downside risk and increases the upside for all parties. For example, such models include profit sharing cost-of-materials triggers, as a service as opposed to capital investment, etc.. However, to succeed with this pricing strategy, companies need to conduct in-depth analysis and model dynamic scenarios to measure and optimize parameters for optimal returns. In addition, reactive measures needs to be built-in to the model on how to manage the downside when competitors respond and when copycats follow through. Companies can gain substantially by disrupting the pricing models, but sustaining the advantage has to be planned in advance by modeling all scenarios.