The Startup That Charges Too Little Dies Before It Can Fix It

A founder I know spent eighteen months building a project management tool for creative agencies. Good product, loyal early users, reasonable churn. She priced it at $9 per seat per month because she was scared. Scared of rejection, scared of seeming greedy, scared that a higher number would cause prospects to hang up the phone. By month twenty, she was out of runway and the company was dead. The…