THE PRICE IS RIGHT.
How to Calculate What Your Product or Service Actually Costs, What the Market Will Pay, and How to Price with Confidence.
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You looked at what competitors charge. You thought about what customers might accept. You added a little to what it costs you to make. You picked a number that felt reasonable. And then you hoped for the best. That is not pricing. That is guessing. And guessing is costing you significantly more than you realise — either in lost margin from pricing too low, or in lost sales from pricing without the confidence that closes the deal.
Wrong pricing costs you in two directions at once
Most entrepreneurs think the pricing problem is charging too much and losing sales. The reality is that the far more common and far more expensive pricing problem is charging too little — and the two problems are not equally obvious. Lost sales from high prices are visible. Lost margin from low prices is invisible until it is too late.
Too low — the invisible cost
Every unit sold at a price below its true cost is a transaction that makes the business poorer. The business that sells 500 units per month at GHS 10 below the right price loses GHS 5,000 per month — GHS 60,000 per year — invisibly and without any customer ever complaining.
Too high — the visible cost
Customers who find the price too high say so or walk away. This rejection feels painful but provides immediate feedback. It is the more manageable of the two problems because it is at least visible.
Communicated poorly — the confidence cost
A right price communicated hesitantly, apologetically, or with immediate discounting signals produces worse sales outcomes than the same price stated with conviction. The manner of the price communication is a pricing variable as significant as the number itself.
Never reviewed — the inflation cost
A price set two years ago and never reviewed has effectively been reduced every year by inflation. The business with static prices and rising costs is running a slow self-liquidation programme without a single price reduction decision ever being made.
“The right price is not the highest price the market will tolerate. It is not the lowest price that covers costs. It is the specific price that reflects the genuine value delivered, covers all real costs, generates the margin the business needs, and is communicated with the confidence that makes it credible.”
— THE PRICE IS RIGHT, CHAPTER 3Where does your price sit right now?
Every price sits in one of four zones relative to the product’s true cost and the market’s willingness to pay. This book helps you identify your zone and move to the right one.
Too Low
Below true cost. Every sale loses money. Most common mistake.
At Cost Floor
Covers costs but no surplus. Sustainable only temporarily.
✓ The Right Price
Above cost floor. Reflects value. Generates margin. Communicated with confidence.
At Value Ceiling
Premium positioning. Requires strong differentiation and brand.
Inside the book — 12 chapters
The complete pricing system from cost calculation to confident communication:
Why African Entrepreneurs Underprice
The specific psychological, cultural, and competitive factors that produce systematic underpricing in African businesses — and why understanding them is the first step to correcting the price.
Calculating the True Cost of Every Product and Service
The complete cost calculation methodology — direct costs, overhead allocation, founder time cost, capital cost, and the error cost that most calculations omit — producing the true cost floor that every price must exceed.
Understanding What the Market Will Pay
The practical methods for researching market price points in African markets — competitor analysis, customer willingness-to-pay research, and the value-based pricing research that reveals what customers actually value.
The Pricing Frameworks — Choosing the Right Method
Cost-plus, value-based, competitive, and premium pricing — with the specific criteria for choosing the right framework for your specific product, market position, and business objectives.
Value-Based Pricing for African Markets
How to quantify the value your product or service delivers to the customer and use that quantification to set prices above the cost floor without losing the customer’s willingness to pay.
Tiered Pricing — Serving Multiple Segments at Multiple Price Points
How to structure basic, standard, and premium tiers that capture value from customers at different willingness-to-pay levels without creating the complexity that makes tiered pricing unmanageable for a small business.
Communicating Price with Confidence
The specific language, timing, and communication approach for stating prices that generates acceptance rather than resistance — including the pause after the price and the response to “that’s too expensive.”
Managing Price Objections
The specific, practiced responses to the most common price objections in African markets — from “your competitor is cheaper” to “I’ll think about it” — that maintain the price while maintaining the relationship.
Discounting — When It Makes Sense and When It Does Not
The specific criteria for strategic discounting versus default discounting — and the specific discount structures that generate volume or loyalty without training customers to wait for the discount before buying.
Raising Prices Without Losing Customers
The specific approach for implementing price increases — timing, communication, advance notice, and the customer segmentation that determines which customers receive which approach to a price increase.
Pricing for Services and Professional Work
The specific pricing challenges of service businesses — hourly versus project versus value-based billing, scope creep, and the specific strategies for pricing professional expertise at its genuine market value.
The Pricing Review Rhythm
The annual, quarterly, and event-triggered pricing review practices that keep prices current with costs, inflation, competitive dynamics, and the business’s evolving market position.
Pricing zones — and the specific tools to identify which one your price currently sits in
Chapters covering cost calculation, market research, communication, objections, and review
One book that pays for itself the first time it helps you hold a price that would have been discounted
This book is for you if:
- You set your prices by looking at competitors and picking a number that felt reasonable — without calculating true costs
- You regularly discount when customers push back on price, before understanding what they are actually objecting to
- You have not reviewed your prices in more than 12 months despite rising costs and improving capability
- You feel uncomfortable stating your price and often apologise for it or immediately offer alternatives
- You suspect you are undercharging but do not have the framework to know what the right price actually is
- You want to raise prices but are afraid of losing customers and do not know how to do it correctly
- You want a pricing system — not just a price — that keeps every product and service correctly priced permanently
What you get for GHS 49
The complete pricing system — delivered instantly to your email.
The complete Price is Right book in PDF format — 12 chapters and the full pricing system from cost calculation to confident communication
The True Cost Calculator — the complete cost calculation tool including direct costs, overhead allocation, founder time, and capital cost for every product or service
The Pricing Zone Audit — the diagnostic tool that identifies where each of your current prices sits relative to cost floor and value ceiling
The Price Objection Response Scripts — the specific, practiced responses to the six most common price objections in African markets
The Price Increase Communication Template — the specific letter and conversation guide for implementing price increases while retaining the customers who matter most
Instant PDF delivery to your email — readable on any phone, tablet, or computer the moment your payment is confirmed
Questions
Is this different from The Pricing Trap book in the same catalogue?
Yes. The Price is Right focuses on the foundational pricing system — calculating the true cost, understanding the market, setting the initial right price, and communicating it confidently. The Pricing Trap focuses on the psychological and behavioural traps that keep entrepreneurs underpricing even when they know better. Both books are valuable — this one first if you have never built a systematic pricing approach.
Does this work for service businesses as well as product businesses?
Yes. Chapter 11 specifically addresses service business pricing — including the hourly versus project versus value-based billing decision, professional service pricing, and the scope creep management that prevents services from being effectively underpriced through delivery expansion.
What if my market is very price-sensitive and customers genuinely cannot pay more?
This is addressed directly in the book. Some markets genuinely constrain price — and the book’s framework distinguishes between a price constraint that is real and one that is perceived. Where the constraint is real, the book’s response is to focus on the cost reduction strategies that improve margin without requiring a price increase the market cannot absorb.
How quickly will I receive the book?
Instantly. As soon as your payment is confirmed, the PDF is automatically delivered to your email. Check your inbox and spam folder within five minutes of completing your purchase.
Can I pay with Mobile Money?
Yes. You can pay with MTN MoMo, Vodafone Cash, AirtelTigo Money, Visa, and Mastercard.
The right price is a specific number you can calculate. This book shows you exactly how.
Stop guessing. Stop discounting by default. Set the price the business deserves and communicate it with the confidence that closes the sale.
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