I just want to throw .03 on the table here.
I have always been concerned about trying to price our services fairly. I dont want to pilage and plunder the market. Yet, I dont want to give away services either.
The one thing that I have failed to overlook was profit margin when comparing my bids to the competiton. If I have a lower overhead than most, and my equipment is paid for, and I dont have outstanding leases for vehicles, then Im actually only calculating replacement and operating costs plus storage as overhead vs. payments, storage, leases, operating costs, replacement costs etc. Therefore its not necessary to charge what the competiton is to make the same money.
Hence this season I have recinded my price increase.