Because of you I had a second epiphany with respect to my wife’s startup, we had been selling at the mid market price. This has been exhausting and not lucrative at all, so I paraphrased everything you told me and it swung my wife around to reconsider her own price positioning. As she just completed her Autumn menu we ditched the low price items, ramped up the items in the middle and set to work to create three very expensive super premium services, we had one already and increased the price 2.5x!
The result – we feel good about what we are doing and that it is worthwhile if we deliver the service ourselves at a higher price. 2 years into this process and I suspect that we will raise it another notch when we open a freestanding spa (working on the biz plan for this now) – and I think positioning at the top of the spectrum will help to raise the funding.