I've spent over 15 years working with small and medium businesses — across the UK, the US, and New Zealand. Most of that time in marketing — which is a close-up view of every other part of a business. Whatever the business, pricing was always a major sticking point.
The businesses I worked with had genuinely great products. Real demand. Happy customers. But growth would stall at a ceiling they couldn't explain — and when I dug in, it was almost always the same story: they didn't really know their own numbers.
Sometimes they'd never worked out what it actually cost to make the thing. Sometimes they'd run a sale, take on a wholesale order, or clear old stock — and couldn't tell whether the trade was actually worth making. Whether the wholesale price covered the full cost, not just the ingredients. Whether the sale was winning new customers or training old ones to wait. Whether clearing stock freed up enough cash or space to justify the margin given up. Almost always, they ended up underpricing — because the underlying picture was a fog.
Nobody had ever shown them.
Pricing sits at the centre of every small business, and almost nobody teaches it. So I built the tool I wished every one of those businesses had owned from day one.
What Price It Right is
A set of calculators, guides, and spreadsheet tools that help you see your numbers properly — with you, not for you. What things cost. What your time is worth. How your margin moves when you run a sale, take on a wholesale order, or clear old stock. What price actually leaves you paid. Everything calibrated to the way small UK operators really work: on margins, on weekends, from whatever kitchen or workshop or kitchen table you've got.
Price It Right is meant to feel like having a friend who's good with numbers in your corner. Someone patient, plain-spoken, and genuinely on your side. Not a course to finish, not a consultant you can't afford — just steady, friendly help, whenever you're ready to sit down and sort your numbers out.
What I want you to get from it
A price you can defend. A costing system you can update in five minutes when something moves. A clear answer to the question "am I actually making money on this?" — in the same week you ask it, not a year later.
I've spent 15 years watching small business owners undercharge for work they were brilliant at, and I decided to do something about it.
If you're here because something about your pricing isn't sitting right, you're in the right place. Start with the free calculator, or read the mission if you want the fuller version of what we believe.
Welcome.
— Neal