Pricing is one of the most sensitive levers that you can use to maximize your profit. If you get your pricing wrong, you could be limiting your profit potential. It can also affect the lifetime value of your customers. More damaging still, it can harm your brand. If you get your pricing right, you can maximize your profit potential and earn enough money to start marketing your product. This can create the so called ‘flywheel effect’ where your business can grow and grow and grow (with very little intervention from you!).