Pricing is not about costs

Yes, it is difficult to think about it. Of course the price must be higher than the cost in order to get a profit. (Although some prices can be below the cost in order to generate the image that your store of your business has lower prices than your competence). Let´s say that the costs rule the lower limit of your prices. But not the upper limit.

I know it is easier to fix a price as a cost plus certain percent. But maybe you could be losing a lot of money because there could be segments of clients willing to pay more for your product of service. That´s why pricing managers and consultants talk about value. It is in the consumers, not in your costs. Value depends on how your products of service delivers the most appreciated or desired attributes by your clients or customers. It is easy to find: you just have to interview your customers and aks what are those attributes.