"The cost of providing your product or service tells you the lowest price you can charge, but it does not tell you the right price.
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Do not be tempted to take your costs and simply add a percentage for profit. You will be leaving money on the table but, more importantly, you will be sending the wrong signals to your customers.
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If all you value about your product is the ingredients that go into it, you will signal to your customers that there is little reason to buy from you, except to save themselves the trouble of putting the ingredients together on their own. To give your customers something to believe in, a reason to buy from you as well as a reason to pay attention to the experience of consuming your product or service - and to make a profit that is worth the time and passion you put into your business - you must find a way to charge a price based on the value you give to your customer, and not the cost you incur in doing it."
Trecho retirado de "The Psichology of price" de Leigh Caldwell.
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