Pricing without discounting yourself

The three pricing inputs

1. Cost-plus: total cost × markup. Floor only — don't price from here.
2. Market: what comparable competitors charge. Reference.
3. Value-based: what the outcome is worth to the customer. Where you should anchor.

The 3x rule

For service businesses: your price should be roughly 3x what you'd want to earn per hour. The other 2/3 covers: time you spend not billing, taxes, equipment, software, marketing, and profit margin.

If you want to earn $50/hour, charge $150/hour.

Discounting

The right way: bundle, package, payment plan, off-peak. The wrong way: cut your price to win the deal. You will train every future customer that your real price is the discount.

When you raise prices

New customers get new prices. Existing customers grandfather for 6-12 months. Communicate clearly and once.