In a recent article for Entrepreneur magazine, Mike Templeman writes that when it comes to pricing your product, “don’t be the cheapest, be the best.”
The author notes that founders of startups entering a competitive market are concerned about how to price their product against the competition.
Don’t be a Bottom Pricer
As a part of due diligence when considering going into business, you determine who the competition is and what they are charging. All too often new startups will price their product towards the bottom.
Be Confident in What You Have to Offer
The reason is that they feel it will make them competitive and gain a foothold in the market. What is usually not well understood are their competitor’s costs or the fact that a larger competitor doesn’t mind losing a little money by lowering prices short term, in order to eliminate competition.
In my experience, it is never a good idea to go into a market as a “me too” storefront, against established competition priced at the lower end. It is too vulnerable a position to be in. There is always someone who can be cheaper.
Quality and Value Rules the Day
Actually, my husband taught me this from his years as an executive in the fiercely competitive housing industry. It is a better market strategy to differentiate yourself in a niche, offer quality and value, and do not be shy about charging for it.
Give Your Customers Credit
Customers understand that you get what you pay for, and recognize value when they see it.
To get into a pricing war against your competition is a mistake that can be difficult to recover from. As the author points out, instead, offer something better.
Customers are ready and willing to pay for an amazing experience. You can price toward the top end of the market if consistently delivering what customers expect- a unique, quality experience.
A Winning Formula
In business, if you keep costs under control while achieving higher price points, margins will be healthy resulting in a win-win for you and your customers.
This is how I have succeeded in the Princess Party business for the past 18 years. I offer one product at two price points depending on amenity choices, which enables me to focus on my core customers.
With this approach, I have differentiated Lisa Rose from any competition and can charge more because customers have come to know what to expect when they book reservations.
In doing so, everything becomes streamlined and marketing is made easier because I am simply communicating that my brand means a quality experience with service.
I am in the business of making dreams come true for kids, and their parents happy because they provided for a unique birthday experience for their child.
Lisa Zakar is a wife and mother of 3. She is the owner of Lisa Rose, a popular Princess Tea Party venue. She has a 17-year track record in the Princess Tea Party business. Lisa had a 10-year history in higher end retail with Nordstrom before launching her business. Lisa Rose is an award winning party venue with Best of Honolulu/children’s parties/Honolulu Magazine, and, Winner of Best Children’s Parties/Island Parent Magazine. Lisa has locations in Honolulu.