The authors use a capital budgeting example to show students how to incorporate price elasticity into financial analysis as an application of what students learn in their microeconomics course. They present simple as well as more advanced price-quantity relationships, and using various "what-if" scenarios; the authors show how risk analysis can be used to improve revenue projections and valuation models. A project analysis example is employed to illustrate results for negative predictive value and IRR based on three models of price elasticities across a range of potential product pricing. Students are then encouraged to replicate and create similar models, helping them improve their vital Excel and financial modeling skills.