When we start thinking about our new product or app, we envision this wonderful thing, but we don’t ask ourselves what’s going to take to engineer and manufacture it. You want to be competitive in all aspects including the price, but that doesn’t mean you should be the cheapest. If you have the highest quality materials and you’re offering something that is above what everybody else offers your price can be higher, but it can’t be astronomically high. A good way to find out what your customers are ready to pay is to do surveys. Don’t forget to continually check what your competitors are doing, what pricing are they using, do they have sales and when.