THE BUSINESS OWNER'S PRICING PLAYBOOK
You're not undercharging because you don't know your worth.
You're undercharging because you don't have a number you believe in.
A short, practical course that gives you the structure to set a rate you
can stand behind - and what to say when someone pushes back.
One-time payment · Instant access · Yours to keep
SOUND FAMILIAR?
Here's what actually happens.
You sit down to write a quote. You think about what the work is worth. You think about a number.
And then you think: what if they say no.
So you go a little lower. No one asked you to. And it's not because you can't justify the rate. But somewhere between thinking the number and writing it down, you talked yourself out of it.
You told yourself the market won't bear it. That you're not established enough. That you'll raise your rates once you have more proof.
This is not a confidence problem.
This is a structure problem.
When you don't have a pricing framework built on something real, you fill that gap with fear. And fear always brings your price down.
The reason you keep undercharging isn't imposter syndrome. It's that you're guessing.
Every time you write a quote, you're starting from zero. No framework. No anchor. No clear reason why the number is what it is. So you pick something that feels safe... which means something that feels low enough that they'll probably say yes.
When you have a rate built on a real formula - what your work actually delivers, what it would cost them to go without it, what your minimum has to be - the number stops feeling like a risk you're taking. It feels like a fact you're stating.
Facts are much easier to say out loud.
I'VE HEARD THIS BEFORE
These coaching clients worked through this exact shift with me. The Business Owner's Pricing Playbook is that same structure, built so you can walk through it on your own.
I had this mind block about my worth and who's going to pay that for me... once I got past it and wrote it all in black and white, I felt very confident in it.
Judy Beeksma
1:1 coaching client
I was struggling with confidence in thinking that I was 'worth' the amount of money that I was asking. I was constantly checking stats and feeling bad about it. Now: I feel so much more calm, more confident, more in control. I have a plan. I know what I can and cannot do.
Erin Zubot
Erin Zubot Design
My attitude has changed. I have turned down plenty just in the last few months... big companies trying to get me to work for pennies.
Home & DIY Content Creator
WHAT'S INSIDE
Five modules. About 90 minutes. A pricing structure you'll actually use.
Module 1
Why your pricing isn't working
2 min video
The real reason you keep quoting low, and why fixing the number without fixing the thinking underneath never works. You'll get clear on what you believe about your price and write the new standard you're committing to instead.
Module 3
How to handle the pushback
3 min video
What to do when a client says their budget is lower than your rate. What to adjust (and what to never adjust) so you can respond with confidence instead of panic.
Module 2
Build your pricing structure
3 min video
A value formula, a three-tier pricing table, and a minimum rate you can stand behind. You'll fill yours in before you leave this module, and you'll know exactly why it is what it is.
Module 4
The words that close
4 min video
Six word-for-word scripts for every pricing conversation: the lowball, the pushback, the scope creep, the ghosted proposal, and the walkaway. You'll write your own version of each one directly in the workbook.
Module 5
Turn one-off clients into recurring revenue
4 min video
How to pitch ongoing work at the close of a project so you're not starting from zero every month.
What changes.
BEFORE | AFTER |
Write quotes by feel. Pick a number that seems reasonable, worry it's too high, adjust it down. | Write quotes from a structure. Know your offer tiers, your minimum, and why the number is what it is. |
No clear structure for what's included so projects expand and invoices don't. | Deliverables defined in writing before work begins. |
Avoid follow-up because you don't know what to say. | Six scripts ready for every conversation, adapted to your voice. |
Start from zero every month. | Recurring income that doesn't reset every month. |
WHO IT'S FOR
Made for small business owners who know they're undercharging and are ready to do something about it.
You look at a pricing page and think: I don't know what any of this language is, how to rate myself, or how much I'm going to charge. Who am I to say this number?
That question is the whole reason this exists.
✓ Designers, photographers, consultants, freelancers
✓ Etsy sellers, product makers, and online shop owners
✓ Content creators and service providers of any kind
✓ Anyone who writes quotes, sends proposals, or prices their own work
THE INVESTMENT
$49
One-time payment · Instant access · Yours to keep
ALREADY GOT THE PLAYBOOK? UPGRADE YOUR TOOLKIT.
Done-For-You Business Toolkit
The Playbook gives you the system. The Toolkit gives you five done-for-you templates that turn what you learned into something you can use today - professional, ready-to-send documents that make it easy to present your pricing with clarity and confidence:
✓ Canva rate card template
✓ Revised proposal Google Doc
✓ One-page agreement outline
✓ Rate increase letter template
✓ New client onboarding checklist
+$19
Most popular add-on
You've been doing good work at the wrong price for long enough.
One-time payment · Instant access · Yours to keep
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