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Today's webinar focuses on creating accounting service packages and pricing options, which the presenter identifies as a significant challenge in value pricing. The speaker emphasizes the difficulty accountants face in structuring attractive service packages while justifying their pricing to clients. A key concern is ensuring that clients feel they receive fair value for a flat fee, as well as considering whether their pricing adequately covers the risks associated with it. The session begins with a polling question to assess the audience's experience with implementing value pricing, exploring its success and any ongoing challenges.