The Pricing Strategy Women Entrepreneurs Need to Stop Undervaluing Themselves

Why Women Entrepreneurs Need a Smarter Pricing Strategy

As women entrepreneurs, we bring vision, expertise, and value to the businesses we create. Yet, far too many of us are charging too little for our services, products, or expertise.

🚫 Do you feel like you’re constantly working but never making enough?
🚫 Are you afraid to raise your prices because you think clients won’t pay?
🚫 Do you justify lower rates because you want to “help people” or “be fair”?

💡 The truth? If you’re not pricing for profit, your business isn’t sustainable.

Undervaluing yourself doesn’t just impact your revenue—it creates a cycle of burnout, frustration, and financial instability.

But pricing is more than just charging more. It’s about owning your worth, building financial sustainability, and positioning yourself as a premium brand.

This guide will show you:

✅ The biggest pricing mistakes women entrepreneurs make (and how to fix them)
✅ A smart, sustainable pricing strategy to ensure profitability
✅ How to confidently charge what you’re worth—without fear of losing clients

If you’re tired of working too hard for too little, it’s time to shift your pricing strategy.

1. The Real Reason Women Entrepreneurs Undervalue Themselves

Women entrepreneurs undercharge more often than men—and it’s not just because of industry trends.

Why Do Women Struggle with Pricing?

🚫 Cultural Conditioning

• Many of us were raised to be helpful, accommodating, and selfless—which translates into feeling guilty about charging high prices.
• We internalize the belief that making good money is selfish (it’s not!).

🚫 Fear of Rejection

• We worry that raising prices will scare clients away.
• We assume that if someone says “you’re too expensive,” we must lower our rates.

🚫 The “Nice Girl” Syndrome

• Many women believe that charging high prices makes them greedy or unkind.
• We tell ourselves that helping people means making our services “affordable.”

💡 Key Insight: Pricing isn’t just about numbers—it’s about mindset. If you don’t see your worth, your pricing will always reflect that.

👉 Action Step: Write down your fears around pricing and challenge them with facts.

2. The 3 Biggest Pricing Mistakes Women Entrepreneurs Make

Pricing mistakes don’t just cost you money—they keep your business stuck in survival mode.

🚫 Mistake #1: Pricing Based on What You THINK People Can Afford

Many women entrepreneurs set prices based on their own financial situation or what they assume their clients can afford.

💡 Why This is a Mistake:
✅ People invest in what they see as valuable.
✅ Low prices make people question the quality of your work.
✅ Your ideal clients will pay for results—if they believe in your offer.

🚀 How to Fix It:

• Price based on value, not affordability.
• Offer payment plans instead of lowering your rates.

🚫 Mistake #2: Charging Hourly Instead of Value-Based Pricing

If you’re still charging by the hour, you’re limiting your earning potential.

💡 Why Hourly Pricing is a Problem:
✅ It punishes efficiency—the faster you work, the less you make.
✅ Clients see your time as a commodity instead of your expertise.
✅ It doesn’t account for the years of experience behind your work.

🚀 How to Fix It:

• Switch to package pricing instead of hourly rates.
• Charge based on the results you provide, not just your time.

🚫 Mistake #3: Pricing Too Low to “Compete”

Many women set lower prices to attract more clients—but this backfires.

💡 Why Competing on Price is a Losing Game:
✅ Low prices = Low perceived value (people assume you’re not as good).
✅ It attracts clients who don’t value your work.
✅ It forces you to work twice as hard for the same income.

🚀 How to Fix It:

• Differentiate with value, not price.
• Position yourself as a premium brand and attract higher-paying clients.

3. How to Price Your Services for Profit and Sustainability

If you want to stop undervaluing yourself, you need a pricing strategy based on sustainability, not fear.

💰 Step 1: Calculate Your Minimum Profitable Rate

Before setting prices, you need to know your numbers.

📌 Calculate Your Business Costs:
✅ Software, tools, and subscriptions
✅ Taxes (set aside 20-30%)
✅ Admin & marketing expenses

📌 Calculate Your Ideal Salary:
✅ How much do you NEED to make?
✅ How much do you WANT to make?

📌 Divide by Billable Hours:
✅ You can’t bill 40 hours a week—factor in time for admin, marketing, and growth.

🚀 Example:

• You want to make $100K per year
• You only have 20 billable hours per week
• Your minimum hourly rate should be at least $100-150

💡 Key Insight: If your prices don’t cover your real costs + profit, you’re underpricing.

💰 Step 2: Use Value-Based Pricing Instead of Cost-Based Pricing

💡 The real question isn’t “What does this cost?” but “What is this worth?”

🚀 Value-Based Pricing Formula:

✅ Identify the transformation you provide.
✅ Calculate how much money, time, or energy your client saves or gains.
✅ Charge based on results, not effort.

🚀 Example:

• A business coach who helps a client scale to six figures should NOT be charging $50/hour.
• Instead, they should charge based on the revenue growth they help create.

👉 Action Step: Write down the real impact of your work and adjust your pricing accordingly.

💰 Step 3: Offer Pricing Tiers for Different Client Needs

Not every client has the same budget—but that doesn’t mean you lower your prices.

🚀 Smart Pricing Strategy:

✅ High-ticket offers for premium clients ($5,000+)
✅ Mid-range offers for those who want access at a lower price ($1,000–$3,000)
✅ Low-ticket, scalable offers like digital products, templates, or memberships ($50–$500)

💡 Key Insight: Multiple price points allow you to serve more people—without undercharging.

👉 Action Step: Create a premium, mid-level, and entry-level offer so you can maximize revenue.

4. How to Confidently Charge More (Without Fear of Losing Clients)

🚫 Raising prices is scary. But keeping them low out of fear keeps you broke.

How to Overcome Pricing Anxiety:

✅ Reframe Pricing as a Business Decision

• High prices don’t mean you’re “expensive”—they mean you value your time.

✅ Communicate Value, Not Just Price

• Show how your work solves problems, increases revenue, or saves time.

✅ Own Your Expertise & Authority

• Stop apologizing for your rates. Your experience is valuable.

🚀 Example:

• A brand strategist charging $1,500 should say:
  🗣 “This isn’t just a logo—it’s a complete brand strategy that will increase your conversions and set you apart in your industry.”

👉 Action Step: Raise your prices TODAY. The right clients will still say yes.

Final Thoughts: Stop Underpricing, Start Thriving

🚀 Women entrepreneurs don’t just deserve to be paid well—we need to charge based on our worth.

✅ Your Pricing Action Plan:
👉 Calculate your minimum profitable rate.
👉 Shift to value-based pricing.
👉 Offer pricing tiers instead of lowering rates.
👉 Own your prices with confidence.

Are you ready to stop undercharging? Drop a comment below! 🚀

Leeah Murray Digital Marketing Strategist

Leeah Murray is a Creatologist™ and digital strategist at Meraki & Co, specializing in brand development, WordPress expertise, and strategic marketing. With 15+ years of experience, she helps small businesses, coaches, and entrepreneurs grow their online presence through purpose-driven digital marketing solutions. Her passion for digital creation began in childhood, experimenting with MS Paint and coding, leading her to freelance website design at 19. This entrepreneurial spirit evolved into her own digital agency, where she now delivers custom marketing strategies, WordPress optimization, and content marketing to drive measurable results. Based in the Pacific Northwest, Leeah works remotely with clients across industries, leveraging SEO, social media, and data-driven insights to maximize online visibility. She values clear communication, collaboration, and storytelling, helping brands build authentic connections and customer loyalty. If you're looking to elevate your digital presence, connect with Leeah to transform your brand and achieve online success.

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