Value Based Pricing pricingdesignbook.com Deep dive. Helpful.

How much does a website cost? Ask any proponent of value-based pricing, and they’ll recite this mantra: price the customer, not the service. Building a website doesn’t have an inherent price. My agency once designed and built a website for $18,000, and we did the same project for a different client for $230,000 that year. A website doesn’t have an inherent price. An illustration doesn’t have an inherent price. Heck, a shoeshine doesn’t even have an inherent price; you could get a fast shoeshine, a thorough shoeshine, a specific-type-of-shoe shoeshine…they have different prices because they’re valuable in different ways to different people at different times. Price the customer, not the service or product. I have a slight twist on that. As I’m pricing a customer, I can’t help but think about another crucial part of the equation: me. How badly do I need this work? Perhaps this month, I’m booked up, and it would take quite a sum to persuade me to take on anything new. Next month, however, work may dry up, and I may be willing to do the project for much less. Same customer, but the timing changes things. For me, value pricing is even more than pricing the customer. It’s about pricing the moment.