If you’re basing your pricing solely on a market-driven strategy, you’re playing a dangerous game. For example, if your costs are £75 per hour but your market only supports £50 per hour, either your costs are too high or you’re in the wrong market. There is no easy way to establish the “going rate” for comparable services, because all services are differentiated by other forces, such as individual processes, brand equity, and features. If you’re going to price your services simply based on the competition, you should ensure you are making an accurate comparison, which is easier said than done, and not something we recommend.
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