Defense of WHAT??? I bet you're mad already. lol Ok, just a little thought experiment here... Firstly, what lowballing is versus competitive pricing is sort of relative and subject to opinion. Don't know where the line is drawn. But, just as to the concept of significantly underbidding one's competitors, pricing below market, etc. (lowballing)...Here are a couple reasons it might not always be unwise: 1. Get the ball rolling. It is axiomatic here that the first and foremost thing anyone wishing to launch their business MUST do is, simply get out and get working. So if you price low enough to get a quick set of accounts, you are out there in the game. You got your lettered vehicles out, People see you out working, they see your work, you're meeting people, making connections. These benefits might offset the low profit margins in the beginning. It is a launch pad. Ok, bad metaphor, I can see all the crash and burn responses already. But it is a way to raise your chances of at least being out and working. 2. Overhead. No, I am not cruising the neighborhoods with a push mower in a 2 door hatchback trying to mow for beer money. Neither do I have near the equipment that you established guys have. And I don't believe I should. I think it is terribly unwise to go into massive debt to launch this business and equally unwise to sink many thousands in savings into it. A sensible balance must be struck early on, and it will differ from person to person. But we beginners' overhead is, or should be, much lower. For me, my little group here has a plenty of experience in maintaining all types of equipment. I believe we can keep running for less than buying premo stuff. Even considering all the extra maintenance, I like the math with this strategy. So overhead for us is lower. We will not need to recoup as much in profit. We can charge less. 3. Branding. I believe nearly every succesful business has built a solid brand, even if they don't think of it that way. Some of you guys have been in the business a long time and have built a brand far more valuable than Joe Blow's Lawns. Your brand should cost more because people associate it with the product/service that you have produced. If I am some ceo who is having business technology problems and I need a consultant, I can look in the phone book and call "A-1 Buziness Techno Guy" or IBM. If I choose IBM, I expect to pay more. And if my tail is on the line, I will pay the extra dough because chances are those guys can fix the problem. And of course, A-1 would be insane to charge IBM rates. A-1 those good-for-nothing-lowballing-sons-of-...um..guns. 4. Experience/Expertise (related to #3)The "Been there, done it" factor. Many of you have seen it all, done it all. Have all the gear. And your market knows it. You command a higher rate of pay based on your proven record of excellence. Lawyers that have succesfully tried many cases make lots more than new ones. Great surgeons same thing. Craftsman, artisans, tradesman, etc. If it is a stretch to compare lawncare with the preceding, I still think anyone with a history of excellence can and should be paid more than the apprentices and newbies. The defense rests. and.... .....the beatings will now begin. Where am I wrong?