Pricing a product or service is one of the most crucial decisions that any business owner faces. It determines whether the business will thrive, merely survive, or fail. Many small business owners make the mistake of setting prices based primarily on what competitors are charging. While it’s important to understand what the market looks like and how competitors are pricing their offerings, focusing solely on competition may leave money on the table—or worse, lead to unprofitability.
Ultimately, the goal isn’t just to match or undercut the competition. Instead, you need to carefully consider your cost structure and ensure that your prices allow you to generate a healthy profit. To achieve long-term success, you must strike a balance between competitive pricing, covering your costs, and ensuring your business earns enough to grow and sustain itself.
Why Pricing is More than Just Matching the Competition
Setting the right price is a strategic decision. While understanding your competitors’ pricing is part of the equation, it is by no means the only factor. Here’s why pricing based solely on competition is flawed:
- Competitors’ Cost Structures are Different
Every business has unique cost structures. What might be profitable for a large company with economies of scale could be unsustainable for a smaller business. Pricing based solely on competitors may ignore your own unique costs, potentially leading to losses or diminished profit margins. - Your Value Proposition Might Be Different
Businesses often differentiate themselves based on value, not price. If you offer superior quality, better customer service, or additional features, you should reflect that in your pricing. Competing on price alone risks undervaluing your unique advantages. - Race to the Bottom
In some industries, businesses are tempted to keep lowering prices to stay competitive, but this creates a “race to the bottom,” where profit margins get slimmer and sustainability becomes harder. Underpricing can devalue your brand and leave little room for innovation, investment, or growth.
Before diving into pricing strategies, it’s essential to understand your cost structure. Failing to do so could result in setting prices too low, leaving you without a sustainable business model. Your cost structure consists of fixed costs, variable costs, and potentially, some semi-variable costs.
- Fixed Costs
Fixed costs are expenses that remain constant regardless of how much you produce or sell. These include:
- Rent or mortgage payments
- Salaries of full-time staff
- Utilities and overhead
- Equipment depreciation
- Insurance
These costs don’t fluctuate with production levels and must be covered, even if your sales volumes are low. Ensuring that your pricing takes into account these recurring costs is crucial to maintaining profitability.
- Variable Costs
Variable costs change based on the volume of goods or services you produce or sell. Common variable costs include:
- Raw materials or inventory
- Shipping and logistics
- Wages of hourly workers
- Commissions on sales
- Packaging
Unlike fixed costs, variable costs rise or fall depending on your sales levels. When calculating the price of your product or service, you must ensure that each sale covers the associated variable costs—and contributes to covering fixed costs as well.
- Semi-Variable Costs
Some costs fall between fixed and variable. For example, overtime wages may only be incurred when production exceeds a certain level, or utility bills might increase during periods of high production. These costs should also be factored into your pricing structure, though they may require some estimation based on expected sales volume.
Pricing for Profitability
Once you have a clear understanding of your cost structure, the next step is to ensure that your pricing allows you to make a profit. The formula is simple in theory:
Price – Costs = Profit
However, in practice, determining the right price requires more nuance, as you need to factor in competition, customer perceptions, market conditions, and your business goals. Here’s a step-by-step guide to setting a price that not only covers your costs but also enables profitability.
- Calculate Your Break-Even Point
The break-even point is the level of sales at which total revenue equals total costs, meaning there’s no profit or loss. Knowing your break-even point helps ensure that your prices are set high enough to cover your fixed and variable costs.
Break-Even Formula:
| Break Even Point (in units) = | Total Fixed Costs |
| Price per Unit – Variable Cost per Unit |
For example, if your fixed costs are $50,000 per month, the price per unit is $100, and the variable cost per unit is $40, your break-even point is:
| Break Even Point (in units) = | Total Fixed Costs |
| (Price per Unit – Variable Cost per Unit) | |
| = | $50,000 |
| ($100 – $40) | |
| = | 833 units per month |
This means you need to sell 833 units at $100 each to break even. Setting a price that enables you to surpass this break-even point is essential for achieving profitability.
- Add Your Desired Profit Margin
Once you’ve determined your break-even price, you need to factor in your desired profit margin. The profit margin is the percentage of the selling price that is profit after costs are covered.
Profit Margin Formula:
| Selling Price = | Total Costs |
| (1 – Desired Profit Margin) |
For instance, if your total cost per unit is $60 (variable + fixed costs) and you want a profit margin of 25%, the selling price would be:
| Selling Price = | Total Costs |
| (1 – Desired Profit Margin) | |
| = | $60 |
| (1 – 25%) | |
| = | $60 |
| 0.75 | |
| = | $80 per unit |
This formula ensures that each sale generates enough profit to not only cover costs but also contribute to your overall business growth.
- Factor in Market Demand
While cost-based pricing is essential, you also need to consider market demand and customer willingness to pay. Even if your price covers your costs and provides a healthy margin, if customers aren’t willing to pay that amount, you may need to reevaluate your pricing strategy or reconsider your target market.
Conducting market research can help you understand what price customers are willing to pay for your product or service. If you find that your desired price is significantly higher than what customers are willing to pay, you may need to explore ways to reduce costs or increase the perceived value of your offering.
Pricing Strategies to Consider
Different pricing strategies can help you balance profitability, competitiveness, and customer satisfaction. Here are a few approaches to consider when pricing your products or services.
- Cost-Plus Pricing
Cost-plus pricing is one of the most straightforward methods, where you add a fixed percentage to your cost to determine the selling price. For example, if your product costs $50 to produce and you add a 20% markup, your price would be $60.
While this method ensures you cover costs and generate a profit, it doesn’t consider customer demand or competitor pricing, so it should be used cautiously.
- Value-Based Pricing
Value-based pricing sets prices based on the perceived value of your product or service to the customer rather than simply covering costs. If your product provides unique benefits or solves critical pain points for the customer, you may be able to charge a premium price.
For example, a specialized software solution that saves businesses time and money may command a much higher price than similar software with fewer features or lower efficiency.
- Penetration Pricing
Penetration pricing involves setting a lower initial price to attract customers and gain market share. Once you’ve established a loyal customer base, you can gradually increase prices.
This strategy can be effective in highly competitive markets, but it’s essential to ensure that your low initial price still covers costs. Penetration pricing should be a temporary strategy, not a long-term solution.
- Premium Pricing
Premium pricing positions your product or service as high-end or luxury, allowing you to charge a higher price based on the perceived value. This strategy works well for businesses offering exceptional quality, exclusive features, or superior customer service.
To succeed with premium pricing, you need to clearly communicate why your offering is worth the higher price compared to competitors.
- Dynamic Pricing
Dynamic pricing involves adjusting prices based on market demand, competitor actions, or other external factors. This strategy is commonly used in industries like travel, hospitality, and e-commerce, where demand fluctuates.
For example, an airline might increase prices during peak travel seasons and lower them during off-peak times to attract customers.
When setting your prices, there are several common mistakes that business owners should avoid to maintain profitability and competitiveness.
- Underpricing to Gain Market Share
While it may be tempting to undercut competitors to win customers, this strategy often backfires. Underpricing can erode profit margins, devalue your offering, and make it difficult to raise prices later.
- Ignoring Cost Increases
Costs can rise over time due to inflation, supplier price hikes, or increased labor expenses. Failing to adjust prices to account for these increases can quickly eat into your profits.
- Not Testing Price Changes
Price changes can significantly impact customer behavior. Before making any major pricing adjustments, it’s wise to test different price points to see how they affect demand and profitability.
- Relying Solely on Discounts
While discounts can be an effective tool to boost sales in the short term, relying on them too heavily can erode your brand’s perceived value. Instead of frequent discounts, focus on creating long-term value through superior products or services.
Set Prices for Sustainability and Growth
Setting the right price for your product or service requires more than just looking at what competitors are doing. While market trends are important, your pricing strategy must be deeply rooted in understanding your own cost structure and the profit you need to sustain and grow your business.
By considering fixed and variable costs, calculating your break-even point, and applying a strategic approach to pricing, you can ensure that your business not only covers its costs but thrives in the long term. Balancing competition, customer value, and profitability is the key to sustainable success.
In the end, pricing isn’t just about making a sale today—it’s about ensuring that your business is positioned for profitability, growth, and long-term sustainability.