Category Archives: Starting a Business

Entrepreneurship, Starting a Business, Writing a Business Plan

Setting Prices for Products and Services

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Q: How do I know what my time is worth and how do I charge accordingly?

This is question I am often asked by new and aspiring business owners as they work their way through the writing of their business plan.

The matter of determining what to charge for your time is a personal one. Start-ups sometimes make one of two mistakes in this area: charging too much or not charging enough. The antidote for undercharging is to run a complete set of financial pro formas to ensure that your rates are sufficient to pay the operating expenses and be profitable.  The way to ward off both under- and overcharging is to research your competition, with attention to the rates they charge for similar services. With this in mind, here are a few things to keep in mind when setting your hourly rates (list is adapted from the Online Business Planner’s RoadMap Step 44: Present Prices and Pricing Strategy).

  1. How price sensitive are your customers? If price is a major purchasing consideration for your customers, you’ll have to toe the line. If price is less important than other factors (quality, speed of delivery, brand, etc.), you might have more latitude as to how much you charge per hour.
  2. Do your customers decide to buy based on price or on other characteristics such as quality, location, or convenience?
  3. What is the cost of producing your products or services? Your prices must include the cost of providing the service (cost of goods sold), plus operating expenses, plus profit.
  4. What are your competitors’ prices for similar products or services? Those buying your services are continually comparing with competitors; you don’t have to undercut everyone, but you do have to be in the ballpark!
  5. How many units do you have to sell in order to break-even or earn a profit? Break-even will be revealed when you complete the pro forma financials. You will want to ensure that you break-even early enough in the year to allow time to earn profit.
  6. What are the Industry standard mark-ups or margins for your product or service? Standards or norms should be evident from your research of competitors. In some cases mark-ups or margins might be controlled or influenced by suppliers.
  7. What discount rates will you offer for bulk purchases? Be sure your regular prices are set high enough to allow for any planned discounts, deals, or costs such as affiliate marketing.
  8. How much will your customer pay for your product or service? At the end of the day, your customers will vote with their money. In the start-up stage, you can survey to determine how much they say they will pay, but once in business you will know whether or not you are making sales, and adjust accordingly. For example, you can test different rates to see if price makes a difference in your conversion rates.
  9. What is the relationship of supply to demand? For example, if you use subcontractors to provide services, their rates might determine how much your prices must be. If your subcontractor’s rates don’t leave you enough margin, you might be faced with finding new subcontractors or increasing your rates.
  10. What are the consumer buying trends? For example, an overabundance of providers might means lower prices; a shortage of providers might mean more pricing headroom, at least for a while. In almost any market, more competitors will mean you have to have a sharper pencil when it comes to pricing.
  11. What is your level of risk? Higher risk should equate to higher profit margins. Lower risk might enable
  12. What is your desired profit margin? Depending on how badly you need to work and how necessary your services are – a well qualified and credentialed consultant who doesn’t need a lot of work might command higher prices as long as they get the amount of work they want.
  13. What are your personal and corporate financial goals? Other factors come into play on pricing, such as how much money you personally wish to earn, and what financial aspirations you have set for your business.

Welcome to the tightrope we all walk as entrepreneurs and business owners. Hope this helps you find your niche.

To get started on your pricing, download the free worksheet we’ve created for you #33 Pricing. Use the worksheet to establish prices for your products and services. You will likely employ all three methods: pricing to market, pricing to cost and break-even pricing.

View a complete list of all 66 RiskBuster Business Planning Worksheets here.

 

 

Self-Employment, Starting a Business

Nine Reasons To Charge More Than Your Old Boss Paid You

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By Dan Boudreau

Congratulations! For anyone with the slightest trickle of entrepreneurial blood flowing through their veins, it’s a glorious day when the boss offers to pay you as a contractor rather than as an employee. As an employee, you worked hard to gain your employer’s trust, earned your stripes, and got the contract.

Then comes the agonizing chat about how much to charge. This is when budding contractors need to sharpen their pencils. When it comes to business expenses, the boss will have a clearer view. Unless he is willing to share financial details, most employees will be ill prepared when it comes to figuring out how much to charge for their services, and most tend to bid too low.

Here are nine expenses that need to be covered in your hourly rate, if you’re going to survive the transition from employee to contractor.

  1. Employer Payroll Burden. This amalgamation of costs is often referred to as Mandatory Employee Related Costs (MERC’s). It includes the employer’s portion of employment insurance, pension, holiday pay and any other employee benefits.
  2. Insurance. You’ll need liability insurance and, as a contractor, you’ll be responsible for paying premiums for your own Worker’s Compensation coverage, as well as providing mandatory insurance for all workers under your employ. To learn about WCB costs, go to www.worksafebc.com and lookup rates and classifications.
  3. Rent and Utilities. Your business will have to have a home, and for many budding contractors that will be somewhere at your personal residence.
  4. Bookkeeping and Accounting. As a small business owner you’ll need to keep accurate records and complete year-end financials for tax purposes. Equally important, you’ll need to know, as owner, where you’re at financially at all times throughout the year.
  5. Legal. You’ll want a lawyer’s help in developing your agreement with your former employer, and there will be other legal purchases, such as licenses and permits.
  6. Marketing, Advertising, Sales. Even though your first contract fell into your lap through the good relations you’ve built with a current employer, you’ll soon be buying business cards and learning how to get the word out about your services.
  7. Tools and Equipment. As a contractor, you may need to supply tools and equipment that previously were provided by your employer. You’ll need to factor in the purchase cost, as well as the cost of repairing, maintaining and replacing equipment.
  8. Office Expenses. In today’s work environment, it’s difficult to imagine a business without a telephone, internet access, some sort of mobile, and a computer-fax-printer. There will also be a desk, chairs and something to store files and documents in.
  9. Bank Charges and Interest. A business needs its own bank account, independent of your personal account. If you borrow funds for business purposes, you’ll be paying interest on those funds until they’re repaid.

The Canada Revenue Agency is the final authority when it comes to deciding whether you’re an employee or a contractor. To locate tests that help to determine whether or not you’re an employee or a contractor, do an internet search using the keywords “employee vs. employer.”

As a contractor, if you’re charging anything less than double what the employer paid you as an employee, you’re probably not charging enough to cover your costs. Your appetite for contracting is more likely to grow if you start out with a healthy pricing strategy.

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Entrepreneurship, Self-Employment, Starting a Business

Keep Business and Personal Lives Apart

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personal_business_livesWhen it comes to owning a business, newbies often make the mistake of combining their business and personal affairs. As a business owner, it’s healthy to separate yourself from your business and treat your business as a separate entity.

A little investment of energy early on can bring huge dividends later in the life of your business. For example, set up a business bank account, rather than mixing your business and personal expenses – your accountant and bookkeeper will both be thankful. You will also enjoy the benefits: less confusion and lower accounting and bookkeeping costs, particularly when your friendly neighbourhood tax auditor comes knocking.

New owners have a tendency to dovetail their personal and business lives, usually in an effort to save a few dollars. I have done this in the past and it only leads to difficulty. Any savings quickly evaporated when it came to sorting out the mess later.

Think of your new business as a separate entity, like having a baby, building a house, or hatching an egg.

Here are some ways to separate your business from your personal life.

  1. Separate your personal time from your business time.
  2. Coach your customers to contact you during your business hours.
  3. Train your friends to contact you during personal hours.
  4. Consider yourself to be an employee of your business and pay yourself a wage.
  5. Open a business bank account, pay business expenses from that account and pay your personal expenses with your wages.
  6. Establish separate telephone and fax numbers for the business.
  7. Create a separate Internet and email presence for the business.
  8. If you’re home-based, create a separate space for the business and if possible, have a separate entrance for customers.
  9. Even if your business is a proprietorship for which the tax authorities view you and your business as the same entity, set-up your business with its own bookkeeping and accounting systems.

There are some great payoffs for separating your personal and business affairs. You will:

√      Know your personal and business expenses

√      Be more effective at calculating costs and setting prices

√      Find it easier to deal with auditors

√      Lower your bookkeeping and accounting costs

√      Be better prepared if you decide to sell the business or bring in a partner

√      Have more peace of mind

With much to gain and little to lose, I urge you to consider your business to be a separate entity from yourself.

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Entrepreneurship, Self-Employment, Starting a Business

Entrepreneurs Can Be Unreasonable

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entrepreneurs_unreasonableAnyone starting a business will encounter speed bumps along the way. There are always plenty of reasons not to start a business, but entrepreneurs push past the obstacles, get the business plan done, and do it anyway. That’s because they defy the restraints of rationality and instead choose to be “unreasonable.”

Here are a few of the challenges that life might toss into the path of a fledgling business.

  1. Bad Economy. No matter how tough the economy gets, people still need to eat, drink and live; which means there are always opportunities to serve. If you believe in the old adage of “buy-low-sell-high” the depths of an economic dip should be the best time to start a business. When the economy gets ugly, entrepreneurs get unreasonable.
  2. Lack of money. It’s hard to stay enthusiastic about starting a business while struggling to pay for food, shelter and clothing. Yet owning a successful business is the best way to get beyond basic survival worries. If poverty is holding you back, perhaps you just need to get unreasonable, start your business plan and get your business going anyway.
  3. Raising a family. The first few years of child-rearing will seriously reduce the amount of time and energy available for building a business. Recently I visited an amazing home-based retail store, owned by a mother of two pre-school children. The mother built the business while managing two pregnancies and raising two infants. That’s just plain unreasonable, yet she did it anyway.
  4. Divorce. There’s nothing quite like a prolonged marital breakup to throw a kink into a business plan. It’ll drain your time and nuke your bank account. Yet, entrepreneurs will usually find ways to redirect some energy toward starting a business.
  5. Burnout. This is the most deceptive roadblock of all, because it quietly erodes our ability to reason. Like slowly boiled frogs, we are unaware of the problem until it’s too late and we’re cooked. If life and work are wearing you to a frazzle, you may have to get unreasonable to make the needed changes to your environment.
  6. Self-limiting beliefs. Do you hold yourself back with limiting or negative thoughts? Something within the entrepreneur enables her to keep her eyes on the prize, and to focus on the business no matter what obstacles block the path. Absolutely unreasonable.
  7. Good Economy. When faced with the perceived uncertainty of owning a business, a lot of rational people will toss the business plan and opt instead for a job – which creates the illusion of security… until it comes to an end. Yet some businesses are best started when the economy is booming. Or is that just unreasonable?

If you wait for government to solve your problems, or for the economic stars to line up perfectly, or to win the lottery, or for life to remove all barriers from your path – you likely never will start that dream business.

Businesses thrive not because entrepreneurs have perfect lives, but because they choose to build their enterprises while wading chest deep in the river of life.

You can start your business today wherever you are, with whatever you have, right now. It might be a matter of choosing to be unreasonable and simply getting on with your plan.

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