Episode Details

Before you ask “What should I charge?”, there’s a more important question to answer: “How do I want my business to be positioned?”

In this episode, Vicky takes a deeper dive into the first stage of her P.R.I.C.E Framework — Positioning.

One of the biggest pricing mistakes pet business owners make is looking at what everyone else charges and using that as their benchmark. But your competitors don't have your business, your costs, your experience or your clients.

Vicky explains why successful pricing starts by understanding exactly where you want your business to sit in the market and who you want to serve.

In this episode, she covers:

• What positioning actually means for a pet business
• Why copying competitors' prices can hold you back
• How positioning influences what clients expect to pay
• Why simply increasing your prices isn't enough
• Understanding your unique selling proposition
• Deciding who your ideal clients are
• Building a reputation around what you want to be known for

If you want to charge premium prices, you need to give clients a reason to see you as a premium choice.

Before changing the number on your price list, take a closer look at how your business is positioned.

Key Takeaways:

• Positioning is the foundation of an effective pricing strategy.
• Your competitors shouldn't determine what your services are worth.
• Clearly understanding who you want to serve makes pricing decisions easier.
• Your brand, service and client experience all influence perceived value.
• Differentiating your business helps you move away from competing purely on price.
• The question isn't simply “What should I charge?” — it's “What do I want my business to be known for?”

Podcast Sponsor – Lopay

This episode is proudly sponsored by Lopay, the low-cost payment platform that helps small businesses keep more of the money they earn.

Find out more about Lopay and how it can support your pet business here:

👉 https://merchant.lopay.app/ref/thepetaccountant2000

🐾 Join Us at Pet Pro Expo 2026

If you’re serious about growing your pet business, you need to be in the room.

👉 https://www.petproexpo.co.uk/

🌐 Visit petaccountant.co.uk

To find out how Vicky, Lee, and the team can help your pet business grow. 🐾