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Price is just a number.

You might believe people will think it outrageous that you want to charge £50, £500, £5000 for what you do, but numbers mean different things to different people.

Back in 2013 I learnt a valuable lesson.

We had a company called EmberAds – a machine-learning advertising platform that was privacy-safe with no tracking (there’s a lesson about timing there too).

We had taken external funding. Spent a lot of someone else’s money. Over £450,000. And we had a product that wasn’t working and £6000 left in the bank.

We went to the investor and told him the score – expecting him to sue us into oblivion.

To our surprise he said “give the six grand to charity, close the company and we’ll go our separate ways”.

Surprised we asked him about the money.

He said “I fund ten companies with that amount of money and only one will be a success”.

I still remember when that initial £111,000 landed in our bank account. I’d never seen so much money. And they continued funding us; it grew to £450,000 – an incredible amount.

But to the investor it was just a number on a spreadsheet. A speck of dust on his expensive suit.

Remember that when setting your pricing – it’s just a number and you can definitely charge what you’re worth.