That was my next lesson in entrepreneurship: offer your customers what they need, set a price based on perceived value, then work your butt off to match, then exceed, what you are offering. Too many start-ups die because they fail at one or more of these three variables: they either don’t understand their customers’ needs, they price too low to grow and thrive, or, worst of all, take the money from the customers and then don’t do whatever it takes to deliver on their promise.
