Introduction
Most pricing advice treats the number as a marketing decision. It is not. Price is the output of a capacity decision you already made, whether or not you made it consciously.
Capacity comes first
If you can serve eight clients well, and you want to work four days a week, your price is already determined — you just have not run the arithmetic yet. Founders who raise prices without changing capacity end up with the same week and more guilt.
Price is downstream of the week you actually want.
The move that matters
The interesting jump is not from €2,000 to €4,000. It is from selling time to selling an artefact. The moment what you sell can be delivered without your calendar in the loop, price stops being rationed by hours and starts being set by outcome.
- Write down the week you want, in hours, before you write a price.
- Count how many delivery slots that week actually contains.
- Divide the revenue you need by those slots. That is your floor, not your ambition.
The uncomfortable part
This usually means turning work away for a quarter while the product gets built. Every operator I have worked with describes that quarter as the worst part — and none of them would undo it.
