When you’re starting a business, it’s tempting to price low—especially if you’re trying to build a client base, break into a market, or simply survive. But if there’s one lesson I learned the hard way, it’s this:

Pricing too low doesn’t grow your business. It breaks it.

In this post, I’ll share my journey from undercharging and overworking to building a sustainable, profitable business so you can avoid the same mistakes.

Starting Out: The Price Trap Many Entrepreneurs Fall Into

When I first went solo, I had just left a stable job to go full-time with my business. I was nervous. I didn’t have many clients, and I needed income fast. So I made what felt like a logical decision at the time: I priced low to attract more clients.

And yes, it worked… sort of. I gained clients but I also worked long hours, constantly stressed, and was barely covering my costs.

Low pricing created a cycle of burnout:

• Too many clients at low rates
• No time or money to invest in growth
• No space to improve service
• Total neglect of work-life balance

At one point, I was only sleeping five hours a night and taking naps just to keep going. I lost touch with my hobbies, barely saw my family, and even had physical health issues due to stress. All of it traced back to pricing.

The True Cost of Being “Affordable”

Cheap pricing might feel like a competitive edge, but it can cost you:

• Your health and wellbeing
• The ability to hire or scale
• Attracting the wrong kind of clients
• Being seen as “cheap” instead of valuable
• Long-term profitability and freedom

Many entrepreneurs believe clients only care about price. That’s false. Clients care about value and if you underprice, they’ll assume your service isn’t worth much.

The Turning Point: Raising Prices and Confidence

It became clear I couldn’t ignore the problem any longer. I doubled my prices. It was terrifying.

But here’s what happened:

• Most clients stayed

• The quality of my client base improved
• I could finally hire help
• I invested in better systems and support
• I stopped working myself into the ground

That one bold move transformed everything.

I even made another mistake: when I hit the VAT threshold, I absorbed the cost instead of passing it on. Another lesson learned. Since then, I’ve reviewed and adjusted pricing annually, based on real business costs not just inflation headlines.

Why You Need to Price for Value, Not Just Affordability

Here’s the truth: being the cheapest is a race to the bottom, and there’s no prize for coming in second-cheapest.

To build a sustainable business, your prices need to reflect:

• The value you bring to clients
• The investment you make in tools, people, and systems
• Your experience and service quality

• What it costs to run your business well

These days, my business offers:

• Proactive client support

• Real-time insights and updates

• Qualified, empowered team members

• Healthy work culture and sustainable growth

All because we price appropriately, not cheaply.

Your Business Deserves Better Than Bargain Pricing

Pricing isn’t just about numbers. It’s about how you position your brand, how much you value your time, and how well you can serve your clients long-term.

If you’re just starting out, don’t price for desperation—price for the business you want to build.

You can still offer great value. You can still be competitive. But you don’t have to be the cheapest to win.

Your Pricing Strategy Is Your Business Strategy

If you’re undercharging and overdelivering, it’s only a matter of time before burnout hits. Pricing isn’t just a number—it’s a reflection of your value, your service, and the future you want to build.

By charging what your service is worth, you’re not only protecting your time and sanity—you’re giving your business the foundation it needs to grow sustainably.

Want to See How We’ve Done It?

At Adaptive, we’ve lived this journey—from underpricing and sleepless nights to building a system that supports quality service, team wellbeing, and long-term success.

If you’re ready to move from surviving to thriving, let’s chat.

👉 Get in touch and see how we help businesses like yours take control of their numbers without sacrificing service or sanity.