Building the whole project process to Pikku-Brasilia (açai selling summer trailer), the team used the first way of working. Define the product, define the costs, guess the revenue, and forecast some profit (Araujo 2022). After reading Ramanujam and Tacke’s book, it looked silly to think the team was most likely guessing how much the product should cost. They have now been talking with the target customer group and trying to find out the value of trailer-selling açai in the city center. Consequentially, they have also been asking their customer target group how much they would be willing to pay for this value. The funny part is that the price as a number next to the currency sign increased. While they thought they should cover the costs and get some profit by the end of the day, in reality, the product has a higher price for the target customer base. The feedback so far is that people don’t care about the healthiness of the food, they praise the speed of the customer service. They are looking forward to a Brazilian atmosphere, and they are willing to pay a fair amount of money if these values are delivered in their city. This is the real price of the product that can now be designed around these aspects researched.

Searching for conflicting opinions, I found a way more technical opinion, which confirms once more that pricing is not only about playing with numbers based on assumptions.These are four phrases business owners would say to justify not raising their prices: Lack of Name Awareness, Customers Only Care About Price, Competitors Won’t Raise Prices, and We’ll Lose Market Share (Furtwengler 2010, 21). None of these arguments are correct. The lack of understanding of the real value for the customer is the real issue that blocks business owners from raising their prices.

3.1 Lack of Name Awareness
It is not the work of your price to bring awareness to your business, but the marketing team to work on your branding.

3.2 Customers Only Care About Price
Following this line of thought would mean the customer doesn’t have better knowledge than you to price the value of your product.

3.3 Competitors Won’t Raise Prices
This argument falls into the same logic as the previous one. If the competitors knew the value they are creating, and it would be higher than what they offer at the moment, they would charge more to their customers.

3.4 Loss of Market Share
This argument needs some math to be proven, but in simple words, not all customers have the same value. There will be a percentage of clients who buys the product but do not buy the value. Raising the price would mean losing this piece of the market. Still, it also means reducing costs in trying to attract this market and creating extra products to match their product price expectations. Dealing with complaints because they are not there for the value you are trying to sell. It means they are easily frustrated. Focus on your target group and growing geographically is more profitable than trying to sell to the whole market, including those who can’t see value in your business.