put yourself out there and see if it sells! Best of luck to all...! Thank you so much of this article! I am in the process of writing my first business plan, and I've been flying blind (but for lots of google searching for similar business plans)...Accurately pricing my baked goods is one of those "must-dos" at the top of my list, but I'm always afraid to overcharge. I like the idea of framing pricing with "utility" & working backwards from there...Obviously I still have  a lot of work to do, but I appreciate the article as a jumping off point! Thanks for this post, I read the entire article and not only has it taught me that I need to price my products properly, it also taught me that having a business is not only about making profits but it is also about having loyal customers by giving them good service. I don't agree that all profitable business ideas come from "solving a need". There are some exceptionally profitable companies out there who created something (a) for a bit of fun or (b) because they were good at it. They don't solve any customer "needs" per se; they are just great ideas that (combined with determination, hard work, persistence and timing) worked! Good recommendations. I'd add to really focus on the value (real or perceived) that your product or service brings to the customer. People tend to pay more for Starbucks coffee than a competitor's coffee because of the