IMO, be aggressive to a fault. Most service providers (esp. w/ repeating customers/ recurring revenue) will under price. Key assumption: competition is thin/w

IMO, be aggressive to a fault. Most service providers (esp. w/ repeating customers/ recurring revenue) will under price. Key assumption: competition is thin/weak/lazy/etc. Aggressive pricing is part of doing business. The "value" of a given service is EXTREMELY hard to pin down to a specific #. Thus, aggressively-high pricing is the best way to go. If the feedback from (potential) customers consistently returns to price, then lower prices. Otherwise, consistently provide a great service at a medium-high price until your competitors start grabbing your market share.