“What should I charge for my new offer” is the dreaded question that throws every business owner off guard. It is where math meets emotion…and where self doubt tries to creep in. 

Price it too high – and you have missed the mark on the clientele you want to serve.

Price it too low – and you will be taken advantage of and not be able to run a sustainable business  

We all go through this as business owners. But this is the part that no one will talk about with you. Pricing IS emotional. For you and for your clients. For you, it is about the value you bring, the education you’ve gone through to get here, your sweat equity. For your clients, it’s about what they perceive the value of your offer to be AND what self limiting beliefs they are battling with the fires they are trying to put out.

But all that emotional mumbo jumbo we deal with is why I created the EPI formula (Expenses + Profit = Income). It will help you price out individual offers and/or your business as a whole. It’s simple, it’s effective, and it will help you feel confident when you roll out new offers.

You have a big heart and want to help as many people as possible. I get that. I also know that when you have to decide which of the essentials of life you will buy this week( food, gas, rent, and vacation), your business is failing. A

Yes, vacation is essential to your mental health and well being. It is essential to your children knowing they are important to you (or your spouse, friends, family). There are national parks to see, cultures to take in, and a whole world to explore. Did you know 63% of Americans have never traveled outside of the country, with 25% of those people saying it was because of work and they couldn’t find the time? That’s wild to me!!! 

So, in an effort to help you realize that your life and needs are important, here is how to price your offers so that you are not overdelivering, underpaid, and quietly resenting your own generosity.

The EPI Formula: Your Secret Pricing Weapon

E + P = I

• E = Expenses: These are all the costs, fixed and variable that go into delivering your service or product. This includes the cost of goods sold, overhead, marketing, rent, etc. 
• P = Profit: For service and product based, I start at 50% margins
• I = Income: Add your expenses + profit to get your price tag. If it feels too high, play with the numbers and find a way to lower costs without your profit margin taking a hit. If it feels too low, make sure you are accounting for all of the costs that go into your offer. It is so easy to overlook expenses.

When you apply the EPI formula, it takes the raw emotion out of your pricing. You are no longer just going with your gut – you are now backing the pricing with data and what it will actually take you to run your business responsibly.

Time to Crunch the Numbers

Here’s the fun part: calculating your price! Now that you’ve got your expenses and profit in mind, it’s time to put those numbers to work.

So, let’s say your expenses total $500, and you want to make a $250 profit. Your price is $750. Simple as that. E + P = I. 

Pricing Is a Moving Target

Pricing is not a one-and-done kind of thing. Just like fashion trends, your pricing strategy might need a little tweak every now and then. Market changes, client feedback, and new business goals can all influence your pricing decisions.

And if you’re still getting a ton of interest despite charging what you’re worth, it might be time to raise your prices! Your value grows as you gain more experience, so why shouldn’t your pricing reflect that? The best businesses are the ones that aren’t afraid to increase their prices as they evolve.

Final Thoughts: Let’s Get Real About Your Worth

Now that you’ve got the formula, the examples, and (hopefully) a mindset shift, it’s time to take an honest, empowered look at your new and current offers.

The key to pricing with confidence? Understanding your expenses.
Too many business owners guess, round down, or forget about hidden costs, making your pricing too low and without the profit you need to operate a financially strong business.

The EPI formula is your reset button. It keeps you grounded, profitable, and aligned with both your gut and your goals. When your numbers and your intuition work together? That’s where the magic (and the money 💸) happens.

📊 If you’re not using QuickBooks yet to track and review your expenses, now’s the time.
You can’t make smart pricing decisions without clean, current financials. Your books are your blueprint and I’d love to help you get them in shape.

🧡 Let’s make sure your pricing is backed by data, not doubt.
📩 Click here to contact me or email us directly to get started with a QuickBooks Certified Bookkeeper who’s here to help you feel confident pricing your offers with purpose and profit in mind.

Because at the end of the day, cash flow isn’t luck, it’s strategy.