The right price isn't the highest price you can charge or the lowest price that attracts customers. It's the price that reflects your value, covers all your costs (direct AND indirect), ensures sustainable profit, and matches the expectations of your target market. Find that sweet spot, and you've found your recipe for success.
And never forget Maya's hard-learned lesson: If you don't calculate your indirect costs, you're not running a business – you're running an expensive
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