Founders Club Bucharest: AI and the New Pricing Reality

Join us on December 11th at ASPACE for a special edition of Founders Club Bucharest, where we bring together two perspectives essential for any founder navigating today’s global tech landscape: pricing strategy in the age of AI and scalable, inbound-driven international growth. The session features Emanuel Martonca, Pricing Engineer at Soft Fight and one of Romania’s leading experts in pricing, alongside Andrei Blaj, Co-Founder of Atta Systems and Medicai, one of Romania’s most internationally active healthtech startups.

This is not a generic conversation about pricing or growth. Emanuel will explore the emerging “AI pricing reality,” drawing on more than 15 years of hands-on experience across 350+ deals and hundreds of negotiations, both as vendor and buyer. His work with Soft Fight — a pricing-optimization company helping B2B software firms shift from hourly billing to value-based pricing — provides him with a rare 360° view of what actually works when monetizing software and services. He will also share insights from Soft Fight’s newest product: a dynamic pricing expert system that uses AI to compute win-rate-optimized prices based on value rather than cost or competition.

Complementing this, Andrei Blaj will discuss how Romanian startups can scale internationally through efficient inbound marketing. Medicai’s recent growth in the US and EU, largely driven by inbound channels, offers a concrete example of how founders can achieve global traction with limited resources. Building on the widely read Ahrefs success story detailing how Medicai multiplied its international visibility, Andrei will present a teaser of the strategies and tactics behind their expansion — ahead of a deeper dive planned for the January edition of Founders Club. As a platform enabling cross-border collaboration in medical imaging, Medicai exemplifies how thoughtful positioning and smart marketing can accelerate international adoption. More at www.medicai.io.

Together, these two perspectives — pricing and global growth — form a practical survival guide for Romanian founders building competitive technology companies in a rapidly evolving market. We invite you to an insightful fireside chat and an evening of networking with founders, operators, and innovators who are shaping the next wave of tech entrepreneurship.