The Dos and Don’ts of Pricing for Small Business Owners

As a small business owner, pricing is one of the most critical decisions you have to make. It can make or break your business, so it’s essential to get it right. Pricing can be a challenging task, considering that you have to consider several factors, such as the cost of goods sold, overhead expenses, competition, and consumer behavior. Therefore, here are the dos and don’ts of pricing that will help any small business owner.

The Dos of Pricing for Small Business Owners

1. Do Research and Analyze Competitor Pricing

Before setting your prices, research your competitors and analyze their pricing strategy. By knowing what your competitors are charging for similar products or services, you’ll be better equipped to determine your pricing. You can then decide to price your products higher, lower, or within the same range.

2. Do Experiment with Different Pricing Strategies

There are several pricing strategies that small business owners can use, such as cost-plus pricing, value-based pricing, penetration pricing, and premium pricing. Experiment with these strategies to know which one works best for your business.

3. Do Know the Cost of Your Products or Services

It is crucial to know and understand the cost of your products or services. You should be able to determine the cost of goods sold (COGS), as well as the overhead expenses associated with running your business. Having a good understanding of your costs will help you set a price that is profitable and sustainable.

4. Do Consider Consumer Behavior

When setting prices, small business owners should understand their customer’s behavior. Different customers have varying price sensitivity and buying patterns. For instance, a luxury brand may price their products higher as their target consumers are willing to pay a premium price for the perceived value.

The Don’t of Pricing for Small Business Owners

1. Don’t Set Prices Based on Emotions

As a small business owner, don’t let your personal feelings and emotions influence your pricing decisions. You should base your decisions on research, market analysis, and your businesses’ financial constraints.

2. Don’t Underprice Your Products or Services

Setting prices too low can create a perception of low quality services or products. Consumers may not find your products or services credible, and it may be challenging to raise prices without losing customers. It’s crucial to price your products or services based on their perceived value and not solely on their cost.

3. Don’t Ignore the Importance of Profitability

While it is essential to consider your customer’s affordability, don’t ignore the importance of profitability. Small business owners should price their products or services in a way that covers their costs and generates a profit.

4. Don’t Hesitate to Adjust Prices or Change Strategy

Pricing is not a one-time decision. You should be prepared to adjust prices, change pricing strategies, and accommodate different customer segments. By monitoring your sales, inventory, and competition, you’ll be able to adjust your pricing strategy accordingly.


As a small business owner, you have to be strategic and cautious when it comes to pricing. By following these dos and don’ts, you’ll be able to create a profitable and sustainable pricing strategy that works best for your business. Remember, pricing is not an easy task, but it’s an integral part of your business’s survival, growth, and success.