You can’t grow your business if you’re afraid to price like a business.

I’ve worked with so many incredible women founders, smart, talented, passionate.

But when it comes to pricing, a lot of women I’ve worked with tend to lose a bit of confidence.

“I don’t want to scare people off.”

“Is this too expensive?”

“Should I just charge what others are charging?”

And I get it.

Pricing brings up a lot: self-worth, comparison, fear of rejection.

So let’s make it simple.
Here’s a starting point I often share with women founders who feel stuck on pricing:

For Service-Based Businesses (like coaches, consultants, designers)

Here’s your biggest trap: pricing by the hour.

You’re not just trading time; you’re delivering value, expertise, experience.

Step 1: List the top 3 results you help clients achieve‍

This helps you frame your price around outcomes, not tasks.

Example: “I help clients grow their audience on social media,” “I reduce customer churn,” or “I make their brand look pro and trustworthy.”

Step 2: Estimate the value of each result‍

Put a rough dollar value on the impact you make. If you save a client 10 hours/month or help them gain $10k in new business, price accordingly (10% of the result is a good benchmark).

Example: If a website redesign helps a client attract $20k more business, a $2k–$3k price point is justifiable.

Step 3: Package your services as anfer‍

Don't just list deliverables like “3 logo options + 2 revisions.”
Bundle your expertise, process, and bonus touchpoints into a clear offer that’s hard to compare or price-shop.

Example:
“Brand Clarity Starter Kit”

• 90-minute strategy call
  
• Brand moodboard
  
• Logo design with 3 concepts
  
• 2-week WhatsApp voice-note support

Step 4: Create 2–3 pricing tiers (and name them clearly)
Let clients self-select based on their budget and needs.

Example:

• Basic: Brand refresh – $800
  
• Standard: Brand refresh + social kit – $1,500
  
• Premium: Full rebrand + strategy call – $2,500

Step 5: Do a profit check

Ask yourself:

“If I had to outsource this to another designer tomorrow, would I still make profit?”

If not, raise your rate.

‍

For Product-Based Businesses (Beauty, Wellness, Fashion)

Your trap? Pricing from fear.

“I only spent X to make it, so I shouldn’t mark it up too much.”

No.

You’re not selling just a product, you’re selling the brand, experience, values, packaging, community.

Step 1: Calculate your true cost per unit (COGS)‍

Not just raw materials. Include:

• Packaging
  
• Shipping
  
• Transaction fees
  
• Your own labor/time
  
• Marketing costs

Step 2: Multiply your COGS by 3–4x (Minimum markup rule)‍

You need margin for ads, discounts, growth, and wholesale later.

Example: COGS $29 x 3.5 = $101.50 selling price
This still leaves you margin after costs.

Step 3: Anchor pricing to brand perception

Ask: Does your price reflect what your customer feels when they buy it?
→ Luxury = higher price, better story, better experience.
→ Handmade ≠ cheap. Handmade = thoughtful, small-batch, premium.

Step 4: Sanity check: Can this support your growth?‍

Can you run paid ads with this price?
Can you hire help down the line and still profit?
If not, you’re underpricing.

Bonus Tip: Don’t race to the bottom with discounts

Discounts can help you drive quick sales, but if you're always running promos just to get people to buy, you're training them to never pay full price.

Instead of lowering your price, raise your perceived value.
Build a brand that people connect with, trust, and are proud to support.
Because when your brand is strong, you get to charge on your terms.