Why pricing matters to a first-time founder
Pricing is the decision about what the company will receive for what it sells. The number decides who can say yes, and whether the cost of delivering the thing still leaves enough. It is a choice you revisit. It is not a sticker you copy once.
Examples of pricing
You charge ¥2,000 a month. A freelancer can pay that without a meeting. The direct cost of serving them has to sit comfortably under ¥2,000, or the extra customers make the cash problem worse. A rival’s price is a clue. It is not the decision.
Common misunderstanding
People set the price by halving a competitor, or by asking what feels fair, and then leave it. A low price that does not cover delivery is not a growth strategy. A high price the right customer would have paid, which you never tested, is money you did not ask for.
When to use it
Set a price before you take the first payment, even if it is only a test, and write down the cost it has to clear and the customer it is aimed at. Revisit it when your cost to serve becomes clear, when almost every prospect says yes without hesitation, or when you add a new customer segment. If you cannot say what the price has to cover, you are guessing in public.