A Practical guide to pricing your product or services

Are you charging too much, too little, or simply guessing?
Setting a price is easy. Knowing whether that price makes sense for your business is the real challenge. Charge too little, and you could attract customers while struggling to cover your costs or generate enough profit. Charge too much without giving customers a compelling reason to buy, and you could lose sales to competing alternatives. The difficult part is knowing where your price should sit. Should you base it on your costs? Follow your competitors? Charge according to the value your product or service creates? Or use a combination of all three? The answer requires more than a simple markup or a quick look at what other businesses charge.

What Determines The Right Price?
A defensible price must account for three important realities:
Your business economics: What does each sale need to contribute to cover your costs and achieve your required return?
The market: What are customers being asked to pay for comparable alternatives, and how does your offer compare?
Customer value: What meaningful benefit does your product or service provide, and why should someone choose it over another option?
Understanding these factors helps you move from guessing to making a pricing decision you can explain, test and improve.

What You Will Learn in the ull Course
The complete How Much Should You Charge? course takes you through the pricing process step by step.
You will learn how to:

• Calculate your economic floor using costs, expected sales and required profit.
  Understand the difference between markup and profit margin.
  Research competitors without automatically copying their prices.
  Determine the value your offer creates for customers.
  Use the Floor → Target → Ceiling model to establish a defensible pricing position.
  Apply the framework to physical products and professional services.
  Understand how discounts affect profitability.
  Decide when a price increase may be necessary.
  Test your assumptions and review your price using actual customer behaviour.

More importantly, you will learn why a pricing problem is not always solved by changing the price. Sometimes the real issue is your costs, sales volume, positioning, offer or business model.

From Pricing Theory to an Actual Decision
The course includes the Vicecoach Pricing Decision Tool, designed to help you turn pricing information into a practical decision. Instead of leaving you with theory alone, the tool focuses on four essential inputs:

Cost + Volume + Market + Value

These inputs form the basis for determining an economic floor, a defensible price range and a recommended starting price. Whether you run a small business, sell products online, offer professional services or are preparing to launch a new product, the framework gives you a structured way to approach the decision.

Get the Complete Course
You do not need another pricing guess. You need a better way to make the decision.

Download the full course to work through the calculations, practical examples, pricing framework and Vicecoach Pricing Decision Tool at your own pace.