Pricing is a positioning statement

What you charge is what you say about who you serve.

Price low, you attract bargain hunters. They are price-sensitive, complaint-prone, and the most expensive customers to support per dollar of revenue.

Price high, you attract people who notice. They have less time, more discretion, and treat the price as a quality signal.

Most underpricing isn't strategic. It's discomfort dressed up as a strategy. The founder is uncomfortable charging real money. They translate that discomfort into "we want to be accessible" and ship a price that hurts both their margins and their customer mix.

Three things I notice about pricing:

The first price you set is almost always too low. The signal of low pricing is hard to undo. Raising prices later is a project. Setting them right initially is free.

The customers you attract at a low price are not the customers you can later sell up to. They selected on price. They will keep selecting on price.

The customers you attract at a fair-or-high price are the customers who have problems worth solving and budgets to solve them. They are the customers your business actually wants.

Pricing is upstream of almost everything. It determines who shows up. Who shows up determines what you build. What you build determines who you become.

If you're not sure what to charge, charge more than you're comfortable with. The discomfort is information.

Then keep raising it until customers say no.

That's where the price is.