Pricing Calculator
The scales of Ma'at, which judge the true worth of every soul.
Find where your price leaves money on the table, and the tiers that fix it.
Your price has a floor and a ceiling
The floor is what you need to charge to stay in business. The ceiling is what the result is worth to the buyer. Most underpriced offers sit just above the floor because the owner priced from cost, not from value. Work out both numbers before you change anything.
The floor
| Line | How to work it out | Yours |
|---|---|---|
| A · Cost to deliver one sale | Materials, hours × your hourly cost, software, fees | |
| B · Cost to acquire one buyer | Ad spend + sales cost ÷ number of buyers | |
| C · Margin you need | As a share of price, e.g. 0.5 for 50% | |
| Floor price | (A + B) ÷ (1 − C) |
The ceiling
| Line | Question | Yours |
|---|---|---|
| D · Money gained or saved | What does the result add or save the buyer in year one? | |
| E · Time saved | Hours saved × what their hour is worth | |
| F · Cost of the alternative | What would hiring, building or doing nothing cost them? | |
| Value to buyer | D + E, checked against F |
A common working range is a price of one tenth to one fifth of the first-year value. Above that, buyers need strong proof. Below it, you are usually leaving room.
Signs you are underpriced
- Almost everyone who gets on a call buys, and nobody pushes back on price.
- You are fully booked but your bank account does not reflect it.
- Buyers say "that's it?" or ask what the catch is.
- Competitors with weaker results charge more than you.
- You have not raised your price in over a year while your results improved.
- Your best customers would clearly pay more for faster or more hands-on help.
Three or more ticks: test a higher price before you test anything else.
How many sales can you afford to lose?
Raising a price means some buyers say no. The question is how many can say no before you make less. The answer depends on your gross margin.
Sales you can lose and still earn the same = price increase ÷ (gross margin + price increase)
| Your gross margin | Raise 10% | Raise 20% | Raise 30% |
|---|---|---|---|
| 30% | 25% | 40% | 50% |
| 50% | 17% | 29% | 38% |
| 70% | 13% | 22% | 30% |
| 90% | 10% | 18% | 25% |
Your numbers
My margin is [__]%. If I raise [__]%, I can lose up to [__]% of sales and earn the same.Build three tiers
A single price forces a yes or no. Three tiers turn it into "which one", and the top tier makes the middle one look reasonable.
Middle tier: the one you want sold
Price it at or near the ceiling range. It delivers the full result.
Top tier: the anchor
Two to three times the middle. Adds speed, access or done-for-you work, not just more stuff. Some will buy it; its main job is to frame the middle.
Entry tier: the way in
Remove support and speed, never the core outcome. Priced above your floor, with a clear upgrade path.
| Tier | Name | What it includes | Who it is for | Price |
|---|---|---|---|---|
| Entry | ||||
| Middle | ||||
| Top |
Other places money leaks
| Leak | Fix |
|---|---|
| No order bump at checkout | Add one related item at a fraction of the main price |
| Payment plan priced the same as pay in full | Charge more in total on the plan, or reward paying in full |
| Discounting to close | Add a bonus or a faster start instead of cutting the price |
| Old customers on old prices forever | Give notice and move them, or keep them as a founder tier on purpose |
| Hours sold instead of outcomes | Price the result; your speed should earn you more, not less |
Test the new price safely
- Write down your current conversion rate and average order value.
- Apply the new price to new buyers only, for a set number of sales or weeks.
- Keep the offer, page and traffic the same so the price is the only change.
- Compare total profit, not conversion rate. A lower close rate can still mean more money.
- Keep the winner and test the next step up.
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