What Should You Charge? (Guide + Calculator)

The Pricing Calculator Framework

Figuring out what to charge for your services can be daunting. Whether you're a coach, consultant, creator, or expert, setting the right price is crucial for your business success. An effective pricing strategy balances what you're worth and what your clients are willing to pay. This guide provides a structured approach to determining your rates, ensuring you meet your financial goals while remaining competitive. The key is a practical, step-by-step framework that considers your income goals, available working hours, market rates, experience level, and expenses.

Here's a breakdown of the pricing calculator framework we'll explore:

• Income Goal: What do you need to earn to meet your financial objectives?
• Available Hours: How much time can you dedicate to billable work?
• Non-Billable Time: Account for administrative tasks and downtime.
• Market Rates: Research what others in your field are charging.
• Experience Level: Adjust your rates based on your expertise.
• Expenses and Taxes: Include these in your pricing to avoid shortfalls.
• Setting Your Rate: Combine all factors to determine your final rate.

By the end of this article, you'll have a clear, actionable formula to set competitive rates for your services. Let's dive into each step in detail.

Step 1: Calculate Your Income Goal

Determining your income goal is the foundation of your pricing strategy. This is the amount you need to earn annually to support your lifestyle and business growth. Start by calculating your personal expenses, including rent, utilities, groceries, insurance, and any other costs necessary to maintain your standard of living. Add your business expenses, such as software subscriptions, marketing, and office supplies. This gives you a baseline figure for what you need to earn.

Considering Savings and Investments

Beyond covering basic expenses, it's wise to factor in savings and investments. Consider setting aside a percentage of your income for retirement, an emergency fund, and future business opportunities. A general recommendation is to save at least 20% of your income for these purposes.

Example Calculation:

• Personal Expenses: $3,000/month
• Business Expenses: $1,000/month
• Desired Savings: $1,000/month

Total Monthly Income Goal: $5,000
This translates to an annual income goal of $60,000. Knowing this figure, you can work backwards to determine what you need to charge per hour or session to hit it.

For a detailed breakdown of pricing strategies, check out our guide on How to Price Your Services: The Complete Guide.

Step 2: Determine Available Hours

Next, calculate the number of hours you can realistically dedicate to billable work each week. While a standard workweek is 40 hours, not all of these hours will be billable. Consider the time spent on administrative tasks, marketing, and professional development.

Realistic Time Management

• Billable Hours: Aim for 20-30 billable hours per week as a solo practitioner.
• Non-Billable Hours: Allocate 10-20 hours for non-client activities.

For example, if you aim for 25 billable hours a week, that's about 100 hours a month. Divide your monthly income goal by these hours to get a rough hourly rate. Continuing with the example from Step 1, $5,000/month divided by 100 hours equals $50/hour.

This calculation gives you a starting point but doesn’t account for other important factors we'll cover next.

Step 3: Factor in Non-Billable Time

Non-billable time is a critical aspect of running a service-based business that professionals often overlook. This includes time spent on tasks that don't directly generate revenue, such as client acquisition, email communication, and project management. Without accounting for this time, you risk underestimating your rates and overworking yourself.

Common Non-Billable Activities

• Client Acquisition: Research, networking, and initial consultations.
• Administrative Duties: Invoicing, bookkeeping, and managing your schedule.
• Marketing and Content Creation: Building your brand and reaching new clients.

If non-billable activities consume 30% of your workweek, and you only account for billable hours when setting rates, you'll shortchange your total income potential. Adding a buffer to your hourly rate can compensate for this time, ensuring you meet your income goals without burnout.

For instance, if you calculated a preliminary rate of $50/hour, consider raising it to $65/hour to account for non-billable time and still achieve your desired income.

At this stage, setting up efficient systems for scheduling and payments can save you significant time. Talkspresso offers an all-in-one platform where you can handle video calls, scheduling, and payments seamlessly, streamlining your process and allowing you to focus on what you do best.

Step 4: Research Market Rates

Understanding what others in your industry charge is crucial for setting competitive and realistic rates. This step involves researching market rates to ensure your pricing aligns with industry standards while reflecting your unique value.

Methods for Market Research

• Industry Reports: Look for published data on average rates within your field.
• Competitor Analysis: Review websites and marketing materials of similar providers.
• Networking and Surveys: Engage with peers at networking events or forums to gather insights.

For example, a new life coach might find that typical rates range from $75 to $150 per hour, while more experienced coaches with a niche might charge $200 to $400. This research will help you understand where you fit within the spectrum and how to position yourself.

For more on comparing different pricing structures, visit our article on Hourly vs Package vs Subscription Pricing.

Step 5: Consider Your Experience Level

Your experience and expertise significantly influence your rate. Clients are often willing to pay more for seasoned professionals who offer specialized knowledge or skills. When evaluating your experience level, consider both formal training and hands-on practice.

Factors Affecting Experience-Based Pricing

• Certifications and Credentials: Do you have industry-recognized qualifications?
• Years of Experience: How long have you been working in your field?
• Niche Expertise: Are you known for solving specific, high-impact problems?

For example, a nutritionist with a decade of experience and a certification from a recognized body like ISSA can justifiably charge more than a newly certified peer. If you're new to the field, you might start on the lower end of the market rate range to attract clients, and then increase your rates as your experience grows.

For strategies on adjusting your rates as you gain experience, see our guide on How to Raise Your Prices Without Losing Clients.

Step 6: Account for Expenses and Taxes

Running a business incurs various expenses, and taxes can take a significant bite out of your income. These costs must be factored into your pricing to ensure profitability. Consider both fixed costs (e.g., rent, utilities) and variable costs (e.g., marketing, travel).

Calculating Expenses and Taxes

• Fixed Costs: Monthly expenses like software subscriptions and office rent.
• Variable Costs: Costs that fluctuate, such as marketing campaigns and travel.
• Taxes: Set aside at least 25-30% of your income for taxes, depending on your location.

For example, if your total business expenses are $1,500/month and you need to pay 30% in taxes, your real income goal should be adjusted to cover these. If your income goal is $5,000/month, you'll need to generate closer to $7,000 to net your desired $5,000 after expenses and taxes.

Step 7: Set Your Rate

Combining all previous steps, you're now ready to set your rate. This should reflect your income goals, market research, experience, and expenses. It's a balance between earning what you're worth and staying competitive in your field.

Finalizing Your Rate

• Review Calculations: Ensure all factors, including non-billable time and taxes, are included.
• Test the Market: Consider offering a promotional rate to gauge client response.
• Adjust as Needed: Be open to revising your rates based on client feedback and changes in your business.

For example, if after all calculations your rate lands at $80/hour, but your market research suggests a ceiling of $75, you might start at $75 and gradually increase as you build your client base and reputation.

Remember, Talkspresso can simplify managing your service rates. Once you've determined your rate, use Talkspresso to list your services with clear pricing, making it easy for clients to book and pay.

The Formula in Action: 5 Examples

Let's see how this pricing formula works in real-world scenarios. These examples cover different professions to illustrate how the framework adapts to various fields.

Example 1: Career Coach

A career coach in New York sets an income goal of $90,000 annually. With market research showing rates of $100 to $200 per session, they aim for $150/hour. With 20 billable hours weekly and accounting for $2,000 in monthly expenses and taxes, they find this rate sustainable.

Example 2: Fitness Trainer

A personal trainer wants to net $50,000 annually. They plan to work 15 billable hours per week, with $1,000 in monthly expenses. Market rates in their area range from $50 to $100/hour. They set their rate at $75/hour, balancing affordability and income goals.

Example 3: Graphic Designer

A freelance designer in a competitive market sets a goal of $70,000 annually. After researching, they find that typical rates are $60 to $120/hour. With 25 billable hours per week, they set an initial rate of $85/hour, allowing room for rate increases.

Example 4: Language Tutor

An online Spanish tutor targets $40,000 annually. With 30 available billable hours and minimal expenses, they price their sessions at $30 per hour, aligning with market averages and their experience level.

Example 5: Business Consultant

A seasoned business consultant expects to earn $150,000 per year. They charge $300/hour, justified by their 20 years of experience and niche expertise in scaling startups. With 10 billable hours weekly and high expenses, their rate reflects their value and market demand.

Revisiting Your Rate Every Quarter

Setting your rate isn't a one-time task. Market conditions, your experience, and your business needs change over time. Revisiting your rate quarterly helps ensure you stay competitive and meet your financial goals.

Why Regular Review Matters

• Market Dynamics: Competitors' rates and industry standards can shift.
• Business Growth: As you gain more clients and experience, your value increases.
• Cost Increases: Adjust for rising expenses or tax changes.

Setting a regular schedule to analyze your pricing helps you stay proactive and responsive. Make necessary adjustments based on data, client feedback, and personal growth. This approach keeps your business healthy and your income stable.

Frequently Asked Questions

How do I know if I'm charging too much?

If you're consistently losing clients or struggling to attract new ones, it might be a sign your rates are too high. Compare your pricing with market rates and consider client feedback.

What if my clients say my rate is too high?

Listen to their concerns and consider if adjustments are needed. Alternatively, highlight the unique value you provide that justifies your rates.

How often should I increase my rates?

Consider reviewing your rates every 6-12 months. Align increases with experience growth, inflation, or added value to your services.

Can I offer discounts or promotions?

Yes, offering limited-time discounts can help attract new clients or encourage bulk bookings. Ensure promotions align with your overall pricing strategy.

Is it better to charge hourly or per project?

It depends on the service and client preference. Hourly rates work well for ongoing work, while project rates are ideal for defined outcomes. Learn more in our article on Hourly vs Package vs Subscription Pricing.