The Real Way to Price Your Startup’s Product

Every entrepreneur struggles with pricing, but it’s easier than you think

Aaron Dinin, PhD
The Startup

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I opened my inbox in the morning and found an email from an entrepreneur asking a question about pricing. Later that same morning, I had coffee with a founder also struggling with pricing. After that, I met another founder for lunch who spent the entire meal peppering me with questions about pricing. That was a weird coincidence, I thought as I left lunch. Three entrepreneurs… three pricing issues. I returned to my office, checked my email again, and, waiting for me at the top of my inbox was yet another email from an entrepreneur asking for help with — you guessed it — pricing!

I’m not usually the kind of person who acknowledges “signs from the universe,” but the startup gods appear to be telling me that lots of entrepreneurs are struggling with their pricing, and I feel like I’m supposed to help. There are just two tiny problems:

Problem #1: I always sucked at pricing my own startups’ products.

Problem #2: Everyone sucks at pricing their startups’ products!

Why startup pricing is hard

Entire books have been written about pricing. Heck, people spend years in school studying pricing strategies. That…

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Aaron Dinin, PhD
The Startup

I teach entrepreneurship at Duke. Software Engineer. PhD in English. I write about the mistakes entrepreneurs make since I’ve made plenty. More @ aarondinin.com