Determining the right initial prices: Understanding fixed and variable costs

Setting the right initial prices for your products or services is one of the core decisions that can make or break your business. Factors like market demand, competition, and target customers can impact how the business can price its offerings. However, it is important to understand the fixed and variable costs of the business and incorporate them into the pricing strategy. In this article, we will delve into these costs and how they can affect your initial pricing decisions.

Fixed Costs

Fixed costs refer to the expenses incurred in operating the business that do not change regardless of the level of output, such as rent, salaries of regular staff, insurance, and utility bills. These expenditures are stable and occur regularly over a specified period, usually a month or a year. When determining the initial selling prices for your products, you need to calculate the fixed costs and allocate them in the pricing formula. For instance, if your total fixed costs are $10,000 per month and your target volume of output is 200 units, you can add $50 to the selling price of each unit to cover the fixed cost component.

Here are five common fixed costs to consider when pricing a product or service:

1. Rent or Mortgage Payments: Costs for leasing or owning the premises where the business operates, which often remain constant regardless of sales volume.

2. Salaries of Permanent Staff: Wages paid to full-time employees who work irrespective of how many units of the product are made or sold.

3. Insurance Premiums: Regularly scheduled payments for insurance policies, such as general liability, property, and workers' compensation insurance, which safeguard the business.

4. Depreciation of Machinery and Equipment: The allocation of the purchase cost of long-term assets over their expected useful lives, reflecting their usage and wear over time.

5. Utilities: Monthly charges for essential services like electricity, water, and gas that are necessary for maintaining the operations of the business.

Variable Costs

Variable costs, on the other hand, refer to the expenses that fluctuate based on the level of production. They are the costs associated with the production of the good or service being offered, such as the cost of raw materials or overtime wages for excess output. When looking at initial pricing decisions, it is important to look at how variable costs will impact your business. If you need to outsource some of your production to meet the demand of your customers, then it is important to factor those additional variable costs into your price calculations.

Here are five common variable costs to consider when pricing a product:

1. Raw materials: The cost of goods or materials that go directly into the production of the product, which vary with the quantity produced.

2. Direct labor: Wages paid to workers who are directly involved in the manufacturing of the product, which increase with more production.

3. Packaging: The materials required for packaging the product, which will vary depending on the number of items to be packaged and shipped.

4. Shipping and handling: Costs associated with the delivery of the product to the customer, which can vary based on the weight, distance, and number of products shipped.

5. Credit card processing fees: Transaction fees associated with processing customer payments, typically a percentage of the sale price, so they rise as sales increase.

Here are five common variable costs to consider when pricing a service:

1. Labor costs: The wages or salaries for employees or contractors who provide the service, which can increase with the number of hours worked or the level of service provided.

2. Materials and supplies: Any physical materials used in providing the service (e.g., cleaning supplies for a cleaning service) that need to be replenished regularly.

3. Commission dees: Payments made to salespersons or third-party agents based on the volume of services sold, often a percentage of the service fee.

4. Utility costs associated with service delivery: Additional electricity, water, or other utilities used directly in the provision of the service, which can vary with the intensity and volume of service delivery.

5. Transportation and travel expenses: Costs related to getting to and from service locations or client meetings, which can fluctuate with the number of client engagements and their locations.

Breakeven Analysis

Breakeven analysis helps you determine the level of sales volume that covers all of your costs and suggests a specific selling price that can ensure you break even at that point. It is essential to conduct a breakeven analysis to determine how the business can survive, particularly during periods of economic downturns or unexpected high costs. It is also an essential tool for entrepreneurs when testing various pricing strategies and scenarios to determine what works best for their business.

Further readings on topic: A practical guide - How to make break-even analysis

Competition and consumer awareness

While the fixed and variable costs are necessary to consider when determining the initial prices for your business, it is also essential to factor in competitor prices and consumer perceptions of the value in the product or service that your business is offering. It may be necessary to adjust prices to remain competitive or to build awareness of your product's unique selling points. This may be particularly true if you are offering innovative solutions or products that may not fit into the traditional price ranges or competitive landscape.

In conclusion, fixing the initial selling prices for your products is crucial for the success and sustainability of every business. The fixed and variable costs of the business both play essential roles in establishing the prices which a business must charge to remain viable. You should conduct a careful analysis of your overheads, variable costs of producing your goods or offering services, and consider market dynamics when coming up with their initial product price. More importantly, you should always make decisions based on accurate data and informed choices through continuous market research.