A business meets its objectives by creating value, both for its customers and for itself: this chapter is about the process of capturing value into the business to feed sustainability, development and growth. This chapter addresses the following: • Setting a strategy for value capture – defining objectives, assessing competitive, collaborative and negotiation implications of market forces and creating a return-on-investment (ROI) case • Defining what will be offered to the customer – evaluating licensing and service definition options –assumed purchasing process – capex or opex and payment terms • Creating and calibrating a pricing structure – cost plus pricing, demand or value based pricing, dynamic pricing, competition-based pricing, skimming and penetration pricing, freemium pricing, free and open source pricing – bundling, banding, trial period, discounts, optional features • Drivers of business valuation and principal methods – accounting valuation, asset-based valuation, market valuation, sales and profit multiples, strategic valuation Principles, considerations and techniques are introduced and illustrated using a collection of real-world examples and rolling exemplar.