Setting prices for products and services should be simple - cover costs, make a profit and appeal to customers. "Rather than getting a toehold in your business, you're actually giving competitors an advantage, because there's no way you can survive for the long term and meet your clients' expectations by pricing under the market," he says. If you underestimate costs, or overestimate sales volume, the outcome will be reduced profits or a loss. A good place to go for more information on product and service pricing is www.score.org, click on the Marketing tab and then Price Strategy, where you will find online webinars presented by SCORE volunteers with expertise in this area.