Alain Meloche
Decisiums is the codification of 25+ years of B2B pricing consulting into a suite of six decision workbenches — bid, procurement, price adjustment, market entry, product enhancement, and strategic options. The methodology is grounded in McFadden discrete-choice modelling and Raiffa decision analysis: decision sciences that Alain studied under Howard Raiffa while earning his MBA at Harvard Business School.
His consulting career spans pharma, medical devices, industrials, enterprise software, consumer products, logistics, transportation, and financial services. Documented engagements include the pricing strategy for a global pharmaceutical diagnostics company's PCR platform launch; a two-dimensional volume and technology pricing matrix for a third-place North American medical-surgical distributor pursuing technology-based differentiation prior to its divestiture; a patent-expiry decision tree analysis for a specialty ingredient manufacturer producing $18 million in documented value ($28 million in current dollar terms); and the value-based pricing architecture for a mid-market enterprise software vendor's strategy management and compliance management platforms, combining segment-specific price corridors, EMV-based customer valuation, and module-plus-per-user licensing structure.
Before moving fully into consulting, Alain held government positions including Executive Assistant to an Associate Deputy Minister and Chief of Shipbuilding. He was later at Harrison Associates, the boutique pricing firm where he architected and deployed the value-based pricing methodology that the Decisiums workbenches now operationalize — the bilateral value framework, segment price-line construction, EMV-based customer valuation, and strategic-posture-to-pricing mapping that recur across the suite. Harrison Associates is also the firm from which Craig Zawada moved to McKinsey and where several of today's Decisiums senior advisors first trained on the methodology.
The pricing and commercial decisions that most materially affect enterprise value are still made, overwhelmingly, without structured decision architecture. Decisiums exists to change that.
Teams default to their most experienced voice, or to spreadsheet scaffolding that cannot be audited, or to intuition dressed as analysis. The six decision workbenches take a different path: an explicit decision structure, an analytical engine that computes defensible recommendations with documented floors and win probabilities, and an AI governance layer that interrogates the recommendations before commitment rather than making the decision itself.
Alain is based in Toronto.
The people who stand behind
the methodology
The senior advisor network extends the foundation — bringing additional domain expertise in healthcare and pharma, industrials, strategic procurement, and the specific decision environments where the workbenches are deployed.
Each advisor below has been directly involved in the development, validation, or application of the methodology — not as a credential, but as a working part of how Decisiums engagements are delivered.
Angelo is President of ANAX Advisors Group and a seasoned executive and entrepreneur with 20+ years of leadership experience across healthcare, pharmaceutical, retail, and consumer goods. As President of Starseed Medicinal and then CEO of WeedMD following its 2020 merger, he led the organization through the legalization and early growth of the medical cannabis industry in Canada — growing it to 250+ employees, raising more than $100M in capital, and integrating an $80M merger.
His commercial leadership experience spans Shoppers Drug Mart (Senior Director, Payor Strategy and Partnerships), GlaxoSmithKline (Corporate Pricing Manager, then National Sales Manager, Vaccines), Bell Canada (Associate Director, Strategic Pricing), and Loblaw. His pricing lineage traces to Harrison Associates, where he worked alongside the development of the original methodology the Decisiums workbenches are built on — giving him a direct working knowledge of the analytical foundations from their earliest form.
Angelo is a member of YPO Canada and previously served on its board.
Brian focuses on strategic procurement solutions across sourcing, analytics, governance, and risk management, with particular depth in technology and commercial real estate requirements. With over thirty years of experience across entrepreneurial and multi-national organizations, his earlier career spans sales and technology roles covering software, networking, outsourcing, and managed cloud services before he moved into procurement leadership.
He has held senior management positions at IBM, Canadian Imperial Bank of Commerce, Bank of Montreal, Fairfax Financial, and Brookfield Asset Management, and carries extensive consulting experience in financial services. Brian holds an Honours Bachelor of Mathematics from the University of Waterloo, majoring in Computer Science and Business, and is a Third Party Risk Management Certified Professional.
Vern is CEO and Founder of Pricing Cloud, a boutique strategic and scientific pricing consultancy. His pricing work spans laboratory consumables and equipment, MRO, capital equipment, building products, distribution, transportation, chemicals, diagnostics, and cryogenics — industrial and distribution categories where buyer behaviour is technical and the underlying economics reward analytical rigor.
A guest speaker at pricing conferences and professional societies, and a guest lecturer at the Georgia Institute of Technology, Vern holds an MBA in Finance from Southern New Hampshire University and a B.S. in Resource Economics from the University of New Hampshire.
Jared is Chief Science Officer at Pricing Cloud. His specialty is applying econometric theory and adaptive modelling in data-sparse environments — the decision contexts where analytical rigor matters most precisely because the evidence is incomplete.
That capability maps directly onto the problems the Decisiums workbenches are designed to solve: where Monte Carlo simulation, sensitivity analysis, and risk-adjusted modelling have to produce defensible recommendations without waiting for perfect data.
Engagements can be led solo or with one or more senior advisors involved, depending on scope and sector. To discuss a specific decision context, get in touch.