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How to Price a Product: The Ultimate Guide

If you’re like most people, you’ve probably wondered how to price a product at some point in your life. Whether you were trying to figure out how much to charge for your handmade jewelry or trying to negotiate a salary raise, pricing can be a tricky business. There are a lot of different factors that go into setting the right price for a product, and it’s important to take all of them into account before making any decisions.

In this guide, we’ll show you how to price a product so that you can make the best decision for your business.

How to Price a Product

To price a product, you need to consider the cost of production, shipping, and marketing, as well as the perceived value of the product to the customer. You also need to be aware of the competition and what they are charging for similar products. 

How to Price Your Product

To calculate your sustainable price, there are three steps.

1. Add up your variable costs (per product)

First, you need to know all of the costs associated with getting your products sold. If you make the product yourself, your cost is fairly straightforward.

In order to get a more accurate picture of your costs of doing business, you’ll need to look at all of your expenses, including your raw material costs and labor.

That should give you a rough idea of how much your COGS is for each item.

While you should value your own time, don’t forget to factor in how much you’re earning per hour. To calculate this, simply take your desired hourly pay and multiply it by how many hours you can work.

When pricing your product or service, make sure to factor in your time spent. This will ensure that your price will be profitable.

Here are some potential expenses you could face when selling these products.

The total cost per product is $14.28. This includes the cost of materials, labor, and shipping.

Need some promotional items for your online store? One of the most basic, yet effective, is packaging materials.

2. Add a profit margin

Once you’ve calculated your total costs for each product, you’ll need to factor in your profit margin.

When setting your profit margins, remember that your fixed costs are the same, regardless of how many units you sell. So, if you sell 100,000 units of a product, your cost per unit will be the same.

If you want your profit margins to be 20%, you should keep in mind your “fixed” costs and the overall “market”. Your prices should be within the “range” of acceptable prices for the market.

When calculating the price of a product, take the total of your fixed and your variable expenses, and subtract 1 from that. Then, multiply that by 0.8. This should give you your base product cost.

If you round your price up to $18, that gives you a $1.85 profit.

The target price is the price at which you should sell your product in order to maximize your profit.

3. Don’t forget about fixed costs

Your variable costs are only part of your total costs.

No matter how many products or services your business offers, there will always be some costs that are constant. These are necessary and should be paid for with your sales.

When deciding on a per-unit price for your product, it’s important to consider your overhead. Otherwise, you might accidentally end up losing money!

A better way to handle this is to set up a breakeven analysis. This will show you where your product costs are and where you need to make up the difference.

To edit this template, click “File” then “Make a copy”. This will save a copy of the document only accessible to you.

It’s designed to help sellers determine their break-even point, so they can see how many sales they need to make in order to cover their expenses.

These equations will help you figure out how much you should charge for your goods or services in order to cover your costs.

Find out how to perform a break-even analysis on your business, what to look out for, and how to adjust based on your own numbers and business goals.

Using a product pricing calculator

If you’re looking to price your products, a profitability calculation can be a useful tool. The profit calculator on shopify.com is a good option to use. This will make it much easier to determine a reasonable price for your merchandise.

To start, just enter the cost it takes you to get a product on the shelves and your desired markup. So, if it takes you $20 to put a product on a shelf and you want to make 25% on each one, just type that into the tool.

After inputting your numbers and clicking the “calculate” tab, the Profit Calculator will calculate your profits based on the profit margins you entered.

In this example, the sales price is $25, your net profit is $5, and your gross profit margin is 20%.

Experiment with pricing until you find a sweet spot for your clientele and your bottom line.

You can start profiting by setting prices after you have effectively come up with them.

Importance of setting the right price

“The perfect price point is the sweet spot that keeps your prices competitive while ensuring that your profit margins are high enough to sustain your business,” says CEO, and founder of rebate key, Ian.

Monitor your product pricing strategy

As you’ve probably noticed, the pricing structure for products is not set in stone. You should regularly review the prices you charge in light of market competition and any changes in product demand.

It’s important to monitor your competitors’ pricing regularly in order to ensure that you’re still competitive, maintain your current market share, and prevent your prices from going too high or too low.

If you price your services based on the value of your work, it’s crucial that you keep an eye on your competition. If they raise their rates, you may need to as well in order to stay competitive. By charging more but offering more value, you can maintain an edge over your competitors.

There are various product pricing models that can be used for products and services. The most common pricing models are cost-based pricing, market-based pricing, and customer-based pricing.

Cost-plus pricing

The most commonly used pricing structure is cost-plus.

In this method, the retail cost of a product is determined by the fixed percentage of the total cost of production. This makes it easy to calculate but can lead to prices that exceed the actual costs of manufacturing.

A 10% mark-up on a product that cost $5 to produce means it will sell for $5.50. This pricing strategy is simple and works for many businesses, but it may not be right for everyone.

While simple, the Cost-Plus Pricing Model may not be the best for every type of product or service.

Because it doesn’t take into account external market factors, such as competitors’ product prices and conditions, this can lead to suboptimal price decisions that do not reflect the true worth of the product.

In cost-plus, the perceived value of a product is not as important. Instead, the margin is added on top of the costs.

For certain businesses, such as software companies, where value perception is a larger factor, price plus can be a poor choice.

Whether the cost-plus pricing model will work for you depends on which type of pricing structure you want to pursue.

Some businesses use cost-plus pricing to build a brand position and increase market share. This type of pricing offers price value and transparency, which can be appealing to consumers.

This strategy is particularly effective for companies that charge high mark-ups on their products. However, as with any strategy, it does have its drawbacks.

Market-oriented pricing

When it comes to pricing, businesses often look to their competition to see what the going rate is for their product or service. This is known as competition-based pricing, and it can be a helpful way to set your prices.

This pricing strategy is typically used by businesses that are still trying to determine their market position. This can be a helpful way to find out what price point will work best for your product or service.

A pricing strategy that works well is to take the average price for your products or services and use this as the final price for your customers. This takes into account what your competitors are offering, and is fair to your customers.

This isn’t the best strategy for setting your prices. By only looking at the competition and ignoring other factors, you might be missing out on potential sales.

Dynamic pricing

Demand-based or dynamic pricing models change prices according to current market conditions.

A company uses a formula to calculate how much to charge for its products, taking into account factors like competitors’ prices, demand, and seasonal factors.

Dynamic pricing is a great way to manage the variable costs of your product or the demand for your product. By using dynamic pricing, you can adjust your prices based on the current market conditions. This can help you maximize your profits and keep your business running smoothly.

Hospitality businesses often use dynamic pricing to adjust their rates according to demand. This means that prices will go up during busy periods when more people are looking to take vacations or participate in leisure activities. However, when demand drops off, prices may be reduced in order to attract customers back.

Utility companies often increase prices for consumers when the cost of raw materials rises. This helps utility companies maintain their desired profit margins in the face of changing market conditions.

Dynamic pricing allows businesses to change their prices in response to market conditions, in order to maintain their desired profit margin.

Evaluating the success of the pricing strategy

Determining which pricing structure works best for your business is tricky. There are a lot of factors at play.

Here are five ways to measure the ROI of your call tracking.

Monitor sales volume and COGs

“We look at both the quantity and the amount of money we make from an item,” says Futrell. “This allows us to see which items bring in the most profit, and which sell the most.”

We sell thousands of our best-selling bracelets each month, but they’re not our highest-grossing product because their price is too low.

Check conversion rates and retention

Tom from PassionPlans says to look at your retention rate and conversion rate. He recommends you set up systems to monitor how often your customers are returning to purchase.

As you test out different pricing strategies, keep an eye on your website’s conversion rate. By monitoring how often visitors to your product pages make a purchase, you can get a better sense of which pricing strategy is most effective.

Compare the selling locations

Another way to test your price performance is by testing your prices on a subset of the locations you sell to. You could leave the price the same, or you could change it.

If the holdout stores are like the other remaining ones, the difference in performance between items that have been priced differently is because of the change in prices.

Compare similar products

What is the best way to measure the performance between items in a range? Pollack suggests using a sophisticated method for evaluating pricing strategies, which is especially useful when a location comparison is inappropriate.

This can be done by using statistical methods to compare the selling patterns of the price-changed items to all other items in the product range. This will give you a more accurate picture of how effective the price change has been.

Check gross margin and order size

The key performance metrics in retail sales are gross profit margin, conversion ratio, the average size of orders, and the customer’s expected lifetime value to the business.

These key performance indicators (KPIs) will help you determine if your pricing structure is working for you or not.

Use your point of sale (POS) system to analyze these statistics.


Pricing a product can be tricky, but it’s important to take all of the factors into account before making any decisions. This guide has shown you everything you need to know about pricing products so that you can make the best decision for your business. Use these tips and tricks next time you’re trying to figure out how to price a product and you’ll be sure to find the perfect price every time.