How to Price Your Products

Supply and Demand: Mercer and Jeff explain how pricing isn't just about charging more - it's about understanding market dynamics and finding the right balance between supply, demand, and profitability.

The Profit Formula: They share a practical approach to pricing: calculate your costs, double it for unexpected issues, then multiply by 3-4x to create the necessary margin for marketing, taxes, team bonuses, and business growth.

Value Communication: Price is a conversation between your company and the market about value exchange. Success comes from helping clients understand and agree with the value you provide.

Market Alignment: Different markets expect different price points - the same service might need to be priced 10x higher for enterprise clients versus small businesses, simply because of market expectations.

Recurring vs. Project Pricing: The benefits of recurring revenue models over one-time project fees, including the ability to recover from initial setup costs and build long-term profitable relationships.

Price Increase Strategy: The importance of graceful price increase communications, with real examples of both successful and unsuccessful attempts at raising prices with existing clients.