I think pricing is all about what you want your business to achieve. If you want it grow with the intentions of maybe selling in the future as a viable business opportunity, then you will need to raise your prices high to enable the business to more or less run itself, with staff and managers, even if you are not there. If however you are looking to work the business yourself as a job, with lower overheads etc, then a middle of the road price structure will probably do it. You need to look at your overheads to see if you are actually making any money based on your pricing structure. It is probably not as much as you think after you take off all the expenses, income tax, NI, purchase of equipment, wear and tear, insurances, vehicle expenses, advertising etc. Just because someone is charging more it does not mean they are making more.