How to Price a Product You’ve Never Sold Before

Cost-plus pricing feels safe but ignores the only number that actually matters: what the customer believes the outcome is worth to them.

The fastest way to find that number isn't a survey, it's offering a real price to a real prospect and watching what they actually say.

Most founders underprice early out of fear, then spend the next two years trying to raise prices on customers who anchored to the old number.