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The webinar focuses on creating accounting service packages and pricing options, a challenging aspect of value pricing for many accountants. The speaker emphasizes the difficulty in assembling attractive service packages while justifying prices to clients. A central concern is ensuring clients perceive the fixed prices as fair and understanding the risks involved in setting these fees. The presentation aims to address these challenges and begins with a polling question to gauge participants' experiences with implementing value pricing, its success, and their progress in this area.