Latest / The Bread Winner Podcast / 30. Is it time to raise your prices in your sourdough microbakery? Here's exactly what you need to know.

Transcript

30. Is it time to raise your prices in your sourdough microbakery? Here's exactly what you need to know. · The Bread Winner Podcast

• 0:00
  And
• 0:00
  I
• 0:00
  paid
• 0:00
  a
• 0:01
  lot
• 0:01
  more
• 0:01
  money
• 0:01
  for
• 0:01
  this
• 0:01
  mug
• 0:02
  than
• 0:02
  I
• 0:02
  would
• 0:02
  pay.
• 0:02
  For
• 0:02
  a
• 0:03
  mug
• 0:03
  at
• 0:03
  Target.
• 0:04
  That
• 0:04
  makes
• 0:04
  me
• 0:04
  cherish
• 0:05
  this
• 0:05
  mug.
• 0:05
  That
• 0:05
  makes
• 0:06
  me
• 0:06
  understand
• 0:06
  the
• 0:07
  value
• 0:07
  of.
• 0:07
  It
• 0:08
  and
• 0:08
  respect
• 0:09
  and
• 0:10
  be
• 0:11
  grateful
• 0:11
  for
• 0:11
  the
• 0:12
  skill
• 0:12
  and
• 0:13
  the
• 0:13
  learning
• 0:14
  that
• 0:14
  the.
• 0:14
  Potter
• 0:15
  had
• 0:15
  to
• 0:15
  use
• 0:16
  to
• 0:16
  craft
• 0:17
  this
• 0:17
  product.
• 0:18
  Your
• 0:19
  bread
• 0:19
  is
• 0:19
  no
• 0:19
  different.
• 0:20
  It
• 0:20
  might
• 0:20
  be
• 0:20
  a
• 0:21
  perishable
• 0:21
  product,
• 0:22
  but
• 0:22
  the
• 0:22
  people
• 0:23
  who
• 0:23
  value
• 0:23
  it
• 0:23
  will
• 0:24
  still.
• 0:24
  Pay
• 0:24
  a
• 0:24
  premium
• 0:25
  for
• 0:25
  a
• 0:26
  handcrafted
• 0:26
  artisan.
• 0:27
  Product
• 0:27
  made
• 0:28
  with
• 0:28
  high
• 0:28
  quality
• 0:29
  ingredients,
• 0:30
  carefully
• 0:30
  selected.
• 0:31
  And
• 0:32
  for
• 0:32
  that
• 0:32
  art
• 0:32
  that
• 0:33
  took
• 0:33
  you
• 0:33
  so
• 0:33
  long
• 0:34
  to
• 0:34
  hone
• 0:36
  welcome
• 0:36
  to
• 0:36
  the
• 0:37
  Breadwinner
• 0:37
  podcast.
• 0:38
  This
• 0:38
  is
• 0:38
  the
• 0:39
  show
• 0:39
  for
• 0:39
  Sourdough
• 0:40
  micro
• 0:40
  bakery
• 0:41
  owners
• 0:41
  who
• 0:42
  are
• 0:42
  building
• 0:42
  a
• 0:43
  sustainable,
• 0:44
  successful,
• 0:45
  profitable
• 0:46
  business
• 0:46
  from
• 0:46
  their
• 0:46
  home.
• 0:47
  If
• 0:48
  you
• 0:48
  are
• 0:48
  already
• 0:49
  in
• 0:49
  business,
• 0:49
  or
• 0:49
  if
• 0:50
  you're
• 0:50
  dreaming
• 0:50
  of
• 0:51
  starting
• 0:51
  one,
• 0:51
  this
• 0:52
  is
• 0:52
  the
• 0:52
  place
• 0:52
  for
• 0:52
  you.
• 0:53
  I'm
• 0:53
  your
• 0:53
  host,
• 0:54
  Caroline
• 0:54
  Bauer.
• 0:55
  I
• 0:55
  own
• 0:55
  a
• 0:55
  successful
• 0:56
  in
• 0:56
  home
• 0:56
  sourdough
• 0:57
  Bakery
• 0:58
  and
• 0:58
  I
• 0:58
  am
• 0:59
  here
• 0:59
  to
• 0:59
  share
• 0:59
  everything
• 0:59
  I've
• 1:00
  learned
• 1:00
  that
• 1:00
  works
• 1:00
  and
• 1:01
  that
• 1:01
  doesn't.
• 1:01
  Plus
• 1:01
  everything
• 1:02
  that
• 1:02
  I'm
• 1:02
  researching
• 1:03
  along
• 1:03
  the.
• 1:03
  Way
• 1:04
  so
• 1:04
  we
• 1:04
  can
• 1:04
  build
• 1:04
  thriving
• 1:05
  businesses
• 1:05
  together.
• 1:07
  Today,
• 1:07
  we're
• 1:07
  kicking
• 1:08
  off
• 1:08
  our
• 1:08
  inaugural
• 1:09
  episode.
• 1:10
  By
• 1:10
  building
• 1:11
  a
• 1:11
  really
• 1:11
  hello
• 1:11
  and
• 1:12
  welcome
• 1:12
  back
• 1:12
  to
• 1:12
  another
• 1:13
  episode
• 1:13
  of
• 1:13
  the
• 1:13
  Breadwinner
• 1:14
  podcast.
• 1:15
  It's
• 1:15
  Caroline
• 1:16
  here,
• 1:16
  and
• 1:16
  we
• 1:17
  are
• 1:17
  going.
• 1:17
  To
• 1:17
  talk
• 1:17
  about
• 1:18
  another
• 1:18
  juicy
• 1:19
  topic
• 1:20
  that.
• 1:20
  Will
• 1:20
  help
• 1:20
  you
• 1:21
  grow
• 1:21
  your
• 1:21
  thriving
• 1:22
  sourdough
• 1:22
  micro
• 1:23
  bakery.
• 1:23
  Today's
• 1:24
  topic
• 1:25
  has
• 1:25
  been
• 1:25
  on
• 1:25
  my
• 1:25
  list.
• 1:26
  For
• 1:26
  a
• 1:26
  while,
• 1:27
  but
• 1:27
  I
• 1:27
  bumped
• 1:28
  it.
• 1:28
  Up
• 1:28
  after
• 1:28
  a
• 1:29
  conversation
• 1:30
  in
• 1:30
  our
• 1:30
  weekly
• 1:31
  group
• 1:31
  call
• 1:31
  with
• 1:31
  one
• 1:31
  of
• 1:32
  my
• 1:32
  breadwinner
• 1:32
  inner
• 1:33
  circle
• 1:33
  members.
• 1:34
  We
• 1:34
  are
• 1:34
  going
• 1:34
  to
• 1:34
  be
• 1:34
  talking
• 1:35
  about
• 1:35
  raising
• 1:36
  your
• 1:36
  prices.
• 1:37
  Specifically,
• 1:38
  we're
• 1:39
  going
• 1:39
  to
• 1:39
  be
• 1:39
  talking
• 1:39
  about
• 1:40
  the
• 1:40
  mindset
• 1:41
  shift
• 1:42
  that
• 1:42
  will
• 1:42
  empower
• 1:43
  you
• 1:43
  to
• 1:43
  confidently
• 1:44
  raise
• 1:45
  your
• 1:45
  prices
• 1:46
  or
• 1:46
  set
• 1:47
  your
• 1:47
  prices
• 1:47
  where
• 1:47
  they
• 1:47
  need
• 1:48
  to
• 1:48
  be.
• 1:48
  So
• 1:49
  when
• 1:49
  I
• 1:49
  was
• 1:49
  first
• 1:49
  starting
• 1:49
  my
• 1:50
  micro
• 1:50
  bakery
• 1:50
  a
• 1:50
  little
• 1:51
  over
• 1:51
  a
• 1:51
  year
• 1:51
  ago,
• 1:52
  I
• 1:52
  was
• 1:52
  in
• 1:52
  the
• 1:52
  same
• 1:53
  place
• 1:53
  as
• 1:54
  so
• 1:54
  many
• 1:54
  of
• 1:54
  you,
• 1:54
  pouring
• 1:55
  my
• 1:55
  heart
• 1:55
  and
• 1:55
  soul
• 1:56
  into
• 1:56
  this
• 1:56
  brand
• 1:56
  new
• 1:57
  business,
• 1:58
  putting
• 1:58
  in
• 1:58
  the
• 1:58
  long
• 1:59
  hours,
• 1:59
  working
• 2:00
  so
• 2:00
  hard,
• 2:01
  but
• 2:01
  also
• 2:02
  feeling
• 2:03
  like
• 2:04
  maybe
• 2:04
  the
• 2:04
  amount
• 2:04
  of
• 2:05
  work
• 2:05
  that
• 2:05
  I
• 2:05
  was
• 2:05
  putting
• 2:05
  in
• 2:06
  did
• 2:06
  not
• 2:06
  equal
• 2:07
  the
• 2:07
  amount.
• 2:08
  Of
• 2:08
  income
• 2:09
  that
• 2:09
  was
• 2:09
  coming
• 2:09
  in.
• 2:10
  So
• 2:10
  I
• 2:10
  knew
• 2:10
  that
• 2:10
  I
• 2:11
  had
• 2:11
  to.
• 2:11
  Adjust
• 2:12
  my
• 2:12
  prices
• 2:13
  in
• 2:13
  order
• 2:13
  to
• 2:13
  make
• 2:14
  the
• 2:14
  business
• 2:14
  sustainable.
• 2:15
  Otherwise,
• 2:15
  I
• 2:15
  couldn't
• 2:16
  keep
• 2:16
  on
• 2:16
  doing
• 2:16
  it.
• 2:17
  I
• 2:18
  was
• 2:18
  a
• 2:18
  little
• 2:18
  nervous,
• 2:19
  I'll
• 2:19
  be
• 2:19
  honest.
• 2:20
  But
• 2:20
  I
• 2:20
  definitely
• 2:21
  discovered
• 2:22
  once
• 2:22
  I
• 2:22
  did
• 2:22
  make
• 2:22
  the
• 2:23
  decision
• 2:23
  to
• 2:23
  raise
• 2:24
  certain
• 2:24
  prices,
• 2:25
  that
• 2:26
  it
• 2:26
  was
• 2:26
  the
• 2:27
  absolute
• 2:27
  right
• 2:27
  decision,
• 2:28
  not
• 2:29
  just
• 2:29
  for
• 2:29
  my
• 2:29
  income,
• 2:29
  but
• 2:30
  also
• 2:30
  for
• 2:30
  my
• 2:30
  confidence
• 2:31
  and
• 2:32
  for
• 2:32
  the
• 2:32
  way
• 2:33
  that
• 2:33
  my
• 2:33
  customers
• 2:34
  saw
• 2:34
  the
• 2:34
  value
• 2:34
  that
• 2:34
  I
• 2:34
  offered.
• 2:35
  So
• 2:35
  today
• 2:36
  I
• 2:36
  want
• 2:36
  to
• 2:36
  talk
• 2:36
  to
• 2:36
  you
• 2:37
  about
• 2:37
  how
• 2:37
  you
• 2:37
  can
• 2:37
  make
• 2:37
  the
• 2:38
  same
• 2:38
  shift
• 2:38
  in
• 2:38
  your
• 2:38
  business
• 2:39
  if
• 2:39
  you're
• 2:39
  at
• 2:39
  a
• 2:39
  place
• 2:40
  where
• 2:40
  you
• 2:40
  might
• 2:40
  need.
• 2:41
  To
• 2:41
  raise
• 2:41
  your
• 2:41
  prices.
• 2:42
  Are
• 2:43
  you
• 2:43
  ready?
• 2:44
  All
• 2:44
  right,
• 2:44
  let's
• 2:44
  get
• 2:44
  started.
• 2:45
  The
• 2:45
  very
• 2:46
  first
• 2:46
  thing
• 2:46
  to
• 2:46
  address
• 2:47
  here.
• 2:48
  Is
• 2:48
  the
• 2:49
  fears
• 2:49
  that
• 2:49
  come
• 2:50
  up
• 2:50
  around
• 2:50
  raising
• 2:51
  our
• 2:51
  prices.
• 2:52
  So
• 2:52
  you
• 2:52
  might
• 2:52
  be
• 2:52
  thinking,
• 2:53
  if
• 2:54
  I
• 2:54
  raise
• 2:54
  my
• 2:54
  prices,
• 2:55
  I
• 2:55
  will
• 2:55
  lose
• 2:55
  some
• 2:56
  customers.
• 2:57
  Or
• 2:57
  you
• 2:57
  might
• 2:57
  be
• 2:58
  worried
• 2:58
  that
• 2:58
  people
• 2:58
  will
• 2:58
  think
• 2:59
  that
• 2:59
  you're
• 2:59
  being
• 3:00
  greedy
• 3:00
  or
• 3:00
  charging
• 3:01
  too
• 3:01
  much
• 3:01
  for
• 3:01
  your
• 3:01
  bread.
• 3:02
  And
• 3:03
  sometimes
• 3:03
  the
• 3:03
  biggest
• 3:04
  hurdle
• 3:04
  of
• 3:04
  all
• 3:05
  might
• 3:05
  be
• 3:05
  the
• 3:05
  one
• 3:05
  that
• 3:06
  you
• 3:06
  are
• 3:06
  imposing
• 3:07
  and
• 3:08
  feeling
• 3:08
  like
• 3:08
  you
• 3:09
  don't
• 3:09
  have
• 3:09
  the
• 3:09
  confidence
• 3:10
  to
• 3:10
  ask
• 3:10
  for
• 3:10
  more.
• 3:11
  These
• 3:11
  fears
• 3:12
  are
• 3:12
  very
• 3:12
  real,
• 3:12
  and
• 3:13
  you.
• 3:13
  Are
• 3:13
  not
• 3:13
  the
• 3:13
  only
• 3:14
  one
• 3:14
  who's
• 3:14
  experiencing
• 3:15
  them.
• 3:15
  But
• 3:16
  there
• 3:16
  is
• 3:16
  the
• 3:17
  truth.
• 3:17
  The
• 3:17
  flip
• 3:18
  side
• 3:18
  of
• 3:18
  this.
• 3:19
  The
• 3:19
  flip
• 3:19
  side
• 3:19
  is
• 3:20
  that
• 3:20
  underpricing
• 3:21
  is.
• 3:21
  Probably
• 3:22
  costing
• 3:22
  you
• 3:23
  more
• 3:23
  than
• 3:23
  you
• 3:23
  think.
• 3:24
  So
• 3:24
  when
• 3:25
  your
• 3:25
  prices
• 3:25
  are
• 3:25
  too
• 3:26
  low.
• 3:26
  A
• 3:26
  few
• 3:26
  things
• 3:27
  happen.
• 3:27
  Number
• 3:28
  one,
• 3:29
  you're
• 3:29
  paying
• 3:29
  the
• 3:29
  difference
• 3:30
  in
• 3:30
  your
• 3:30
  burnout,
• 3:31
  in
• 3:31
  your
• 3:31
  stress,
• 3:32
  in
• 3:32
  the
• 3:33
  time
• 3:33
  that
• 3:33
  you
• 3:33
  can't
• 3:33
  get
• 3:34
  back.
• 3:34
  If
• 3:35
  you
• 3:35
  are
• 3:35
  not
• 3:35
  charging
• 3:36
  enough
• 3:37
  to
• 3:38
  compensate
• 3:39
  you
• 3:39
  for
• 3:39
  the
• 3:39
  amount
• 3:40
  of
• 3:40
  work.
• 3:40
  That
• 3:40
  you're
• 3:41
  putting
• 3:41
  in
• 3:41
  and
• 3:41
  the
• 3:41
  amount.
• 3:42
  Of
• 3:42
  money
• 3:42
  that
• 3:42
  you're
• 3:42
  investing
• 3:43
  into
• 3:43
  your
• 3:43
  ingredients
• 3:44
  and
• 3:44
  your
• 3:44
  equipment,
• 3:46
  you
• 3:46
  start
• 3:46
  to
• 3:47
  feel
• 3:47
  uncomfortable,
• 3:47
  undervalued.
• 3:48
  And
• 3:48
  that
• 3:48
  affects
• 3:49
  how
• 3:49
  you
• 3:49
  show
• 3:49
  up
• 3:49
  in
• 3:49
  your
• 3:50
  business.
• 3:50
  You
• 3:50
  won't
• 3:51
  be
• 3:51
  showing
• 3:51
  up
• 3:51
  with
• 3:51
  the
• 3:51
  same
• 3:52
  excited
• 3:52
  energy.
• 3:53
  You'll
• 3:53
  be
• 3:53
  showing
• 3:54
  up
• 3:54
  feeling
• 3:54
  a
• 3:54
  little.
• 3:55
  Begrudging,
• 3:55
  a
• 3:55
  little
• 3:56
  bit,
• 3:56
  like
• 3:57
  you
• 3:57
  are
• 3:57
  not
• 3:58
  getting
• 3:59
  the
• 3:59
  return
• 3:59
  that
• 3:59
  you
• 3:59
  need
• 4:00
  to
• 4:00
  out
• 4:00
  of
• 4:00
  the
• 4:00
  work
• 4:00
  that
• 4:00
  you're
• 4:01
  putting
• 4:01
  in.
• 4:01
  So
• 4:02
  you
• 4:02
  absolutely
• 4:03
  deserve
• 4:03
  to
• 4:03
  be
• 4:03
  compensated
• 4:05
  fairly
• 4:05
  for
• 4:06
  your
• 4:06
  time,
• 4:06
  your
• 4:07
  energy,
• 4:07
  and
• 4:07
  your
• 4:08
  skill.
• 4:08
  So
• 4:09
  let's
• 4:09
  go
• 4:09
  ahead
• 4:09
  and
• 4:09
  tackle
• 4:10
  these.
• 4:10
  Fears
• 4:10
  head
• 4:11
  on
• 4:11
  and
• 4:12
  start
• 4:12
  shifting
• 4:12
  how
• 4:12
  you're
• 4:13
  thinking
• 4:13
  about
• 4:13
  your
• 4:13
  pricing.
• 4:14
  So
• 4:14
  before
• 4:15
  we
• 4:15
  talk
• 4:15
  about
• 4:15
  the
• 4:15
  tactical
• 4:16
  tactics,
• 4:16
  because,
• 4:17
  you
• 4:17
  know,
• 4:17
  I'm
• 4:17
  always
• 4:17
  coming
• 4:18
  in
• 4:18
  with
• 4:18
  something
• 4:18
  practical
• 4:19
  that
• 4:19
  you
• 4:19
  can.
• 4:19
  Apply
• 4:20
  to
• 4:20
  your
• 4:20
  business
• 4:20
  right
• 4:20
  away.
• 4:21
  But
• 4:22
  before
• 4:22
  we
• 4:22
  get
• 4:22
  there,
• 4:22
  we
• 4:23
  need.
• 4:23
  To
• 4:23
  address
• 4:24
  the
• 4:24
  subconscious,
• 4:25
  the
• 4:25
  mindset
• 4:26
  piece,
• 4:27
  because
• 4:27
  really,
• 4:27
  that's
• 4:28
  where
• 4:28
  the
• 4:28
  transformation
• 4:29
  happens,
• 4:29
  and
• 4:29
  that's
• 4:30
  where
• 4:30
  the
• 4:30
  biggest
• 4:31
  struggle
• 4:31
  lies.
• 4:32
  That's
• 4:32
  the
• 4:33
  part
• 4:33
  that's
• 4:33
  not
• 4:33
  tangible,
• 4:34
  but.
• 4:35
  It
• 4:35
  is
• 4:35
  absolutely
• 4:36
  crucial
• 4:37
  to
• 4:38
  spend
• 4:38
  some
• 4:38
  time
• 4:39
  there
• 4:39
  if
• 4:39
  we
• 4:39
  want
• 4:39
  to
• 4:40
  actually
• 4:40
  make
• 4:40
  progress.
• 4:41
  The
• 4:42
  very
• 4:42
  first
• 4:42
  thing
• 4:43
  is
• 4:43
  for
• 4:43
  you
• 4:43
  to
• 4:43
  recognize
• 4:44
  your
• 4:44
  value.
• 4:45
  So
• 4:45
  you
• 4:46
  are
• 4:46
  not
• 4:46
  just
• 4:46
  selling
• 4:47
  bread.
• 4:47
  You
• 4:48
  are
• 4:48
  offering
• 4:48
  something
• 4:49
  handcrafted,
• 4:50
  made
• 4:50
  with
• 4:50
  intention,
• 4:51
  with
• 4:51
  love,
• 4:52
  with
• 4:52
  skill.
• 4:53
  The
• 4:53
  time
• 4:53
  that
• 4:54
  you
• 4:54
  have
• 4:54
  spent
• 4:54
  perfecting
• 4:55
  your
• 4:55
  sourdough,
• 4:56
  the
• 4:57
  quality
• 4:57
  of
• 4:57
  the
• 4:58
  ingredients.
• 4:58
  That
• 4:58
  you
• 4:58
  choose,
• 4:59
  the
• 4:59
  care
• 4:59
  that
• 5:00
  you
• 5:00
  put
• 5:00
  into
• 5:00
  each
• 5:00
  loaf.
• 5:01
  That
• 5:02
  all
• 5:02
  has
• 5:02
  so
• 5:03
  much
• 5:03
  value.
• 5:04
  That
• 5:04
  is
• 5:04
  something
• 5:04
  that
• 5:05
  a
• 5:05
  grocery
• 5:05
  store
• 5:06
  cannot
• 5:06
  replicate.
• 5:08
  No
• 5:08
  matter
• 5:08
  how
• 5:08
  bougie
• 5:09
  the
• 5:09
  store,
• 5:10
  they.
• 5:10
  Cannot
• 5:11
  provide
• 5:11
  the
• 5:12
  same
• 5:13
  level
• 5:13
  of
• 5:13
  intentionality.
• 5:14
  And
• 5:14
  care
• 5:15
  and
• 5:15
  handcraftedness
• 5:16
  that
• 5:17
  you
• 5:17
  can.
• 5:17
  When
• 5:17
  you
• 5:17
  are
• 5:18
  creating
• 5:18
  your
• 5:18
  products.
• 5:19
  So
• 5:20
  when
• 5:20
  you
• 5:20
  start
• 5:20
  to
• 5:21
  see
• 5:21
  what.
• 5:21
  You
• 5:22
  offer
• 5:22
  as
• 5:23
  something
• 5:23
  truly
• 5:24
  special,
• 5:24
  it.
• 5:24
  Becomes
• 5:25
  a
• 5:25
  lot
• 5:25
  easier
• 5:26
  to
• 5:26
  charge
• 5:27
  accordingly.
• 5:28
  Here's
• 5:28
  an
• 5:29
  example.
• 5:29
  Sitting
• 5:30
  right
• 5:30
  in
• 5:30
  front
• 5:30
  of
• 5:30
  me,
• 5:30
  I
• 5:31
  am
• 5:31
  drinking
• 5:31
  a
• 5:31
  cup
• 5:32
  of
• 5:32
  tea.
• 5:32
  If
• 5:32
  you're
• 5:32
  watching
• 5:33
  on
• 5:33
  YouTube,
• 5:33
  you
• 5:33
  can.
• 5:33
  See
• 5:34
  my
• 5:34
  beautiful
• 5:34
  stoneware
• 5:35
  mug
• 5:36
  is
• 5:36
  made
• 5:36
  by
• 5:37
  hand
• 5:38
  and
• 5:38
  it
• 5:38
  is
• 5:39
  a
• 5:39
  true
• 5:39
  experience.
• 5:40
  Every
• 5:40
  time
• 5:40
  I
• 5:40
  drink
• 5:41
  my
• 5:41
  tea
• 5:41
  or.
• 5:41
  Coffee
• 5:42
  from
• 5:42
  a
• 5:42
  handcrafted
• 5:43
  stoneware
• 5:43
  mug.
• 5:44
  I
• 5:44
  know
• 5:45
  that
• 5:45
  this
• 5:45
  was
• 5:45
  created
• 5:46
  by
• 5:46
  a
• 5:47
  skilled
• 5:47
  worker
• 5:49
  and
• 5:49
  I
• 5:49
  paid
• 5:49
  a.
• 5:50
  Lot
• 5:50
  more
• 5:50
  money
• 5:50
  for
• 5:50
  this
• 5:51
  mug
• 5:51
  than
• 5:51
  I
• 5:51
  would
• 5:51
  pay
• 5:51
  for
• 5:52
  a
• 5:52
  mug
• 5:52
  at
• 5:52
  Target.
• 5:53
  That
• 5:53
  makes
• 5:53
  me
• 5:53
  cherish
• 5:54
  this
• 5:54
  mug.
• 5:54
  That
• 5:54
  makes
• 5:55
  me
• 5:55
  understand
• 5:55
  the
• 5:56
  value
• 5:56
  of.
• 5:56
  It
• 5:57
  and
• 5:57
  respect
• 5:58
  and
• 5:59
  be
• 6:00
  grateful
• 6:00
  for
• 6:00
  the
• 6:01
  skill
• 6:01
  and
• 6:02
  the
• 6:02
  learning
• 6:03
  that
• 6:03
  the.
• 6:04
  Potter
• 6:04
  had
• 6:04
  to
• 6:04
  use
• 6:05
  to
• 6:05
  craft
• 6:06
  this
• 6:06
  product.
• 6:07
  Your
• 6:08
  bread
• 6:08
  is
• 6:08
  no
• 6:08
  different.
• 6:09
  It
• 6:09
  might
• 6:09
  be
• 6:10
  a
• 6:10
  perishable
• 6:10
  product,
• 6:11
  but
• 6:11
  the
• 6:11
  people
• 6:12
  who
• 6:12
  value
• 6:12
  it
• 6:13
  will
• 6:13
  still.
• 6:13
  Pay
• 6:13
  a
• 6:13
  premium
• 6:14
  for
• 6:15
  a
• 6:15
  handcrafted
• 6:16
  artisan.
• 6:16
  Product
• 6:16
  made
• 6:17
  with
• 6:17
  high
• 6:17
  quality
• 6:18
  ingredients,
• 6:19
  carefully
• 6:19
  selected.
• 6:21
  And
• 6:21
  for
• 6:21
  that
• 6:21
  art
• 6:21
  that
• 6:22
  took
• 6:22
  you
• 6:22
  so
• 6:22
  long
• 6:23
  to
• 6:23
  hone
• 6:24
  to
• 6:24
  be
• 6:24
  able
• 6:24
  to
• 6:24
  create
• 6:25
  that
• 6:25
  consistent,
• 6:26
  delicious,
• 6:26
  nourishing
• 6:27
  product.
• 7:44
  The
• 7:45
  next
• 7:45
  part
• 7:45
  of
• 7:45
  the
• 7:46
  mindset
• 7:46
  to.
• 7:46
  Address
• 7:47
  is,
• 7:48
  and
• 7:48
  it
• 7:48
  may
• 7:48
  be
• 7:48
  a
• 7:49
  buzzword,
• 7:49
  but
• 7:49
  it's
• 7:49
  an
• 7:50
  abundance
• 7:50
  mindset.
• 7:51
  This
• 7:52
  is
• 7:52
  addressing
• 7:52
  the
• 7:52
  fear
• 7:53
  that
• 7:53
  there.
• 7:53
  Is
• 7:53
  not
• 7:53
  enough
• 7:54
  to
• 7:54
  go
• 7:54
  around
• 7:55
  or.
• 7:55
  That
• 7:55
  there
• 7:55
  are
• 7:56
  not
• 7:56
  enough
• 7:56
  customers
• 7:57
  willing
• 7:57
  to
• 7:57
  pay
• 7:58
  what
• 7:58
  you're
• 7:58
  charging.
• 7:59
  And
• 7:59
  that
• 7:59
  is
• 8:00
  absolutely
• 8:00
  not
• 8:00
  true.
• 8:01
  Even
• 8:02
  in
• 8:02
  the
• 8:02
  smallest
• 8:02
  of
• 8:03
  communities,
• 8:03
  there
• 8:04
  are
• 8:04
  going
• 8:04
  to
• 8:04
  be
• 8:04
  customers
• 8:05
  who
• 8:06
  will.
• 8:06
  Value
• 8:07
  what
• 8:07
  you're
• 8:07
  offering.
• 8:08
  Now,
• 8:08
  on
• 8:09
  the
• 8:09
  flip
• 8:09
  side,
• 8:09
  there
• 8:09
  certainly
• 8:10
  are
• 8:10
  the
• 8:10
  customers
• 8:11
  who
• 8:11
  do
• 8:11
  not
• 8:11
  value.
• 8:12
  What
• 8:12
  you're
• 8:12
  offering
• 8:13
  and
• 8:13
  they
• 8:13
  want
• 8:13
  to
• 8:13
  buy
• 8:13
  their
• 8:13
  bread
• 8:14
  from
• 8:14
  the
• 8:14
  grocery
• 8:14
  store.
• 8:15
  Those
• 8:15
  are
• 8:15
  not
• 8:16
  your
• 8:16
  customers.
• 8:17
  Those
• 8:17
  are
• 8:17
  not
• 8:17
  the
• 8:18
  people
• 8:18
  you're
• 8:18
  speaking
• 8:18
  to.
• 8:19
  And
• 8:19
  you
• 8:19
  can
• 8:20
  just
• 8:20
  completely,
• 8:21
  you
• 8:22
  do
• 8:22
  not
• 8:22
  need
• 8:22
  to
• 8:22
  worry
• 8:23
  about
• 8:23
  them
• 8:23
  at
• 8:23
  all.
• 8:23
  Do
• 8:24
  not
• 8:24
  waste
• 8:24
  any
• 8:24
  energy
• 8:25
  or
• 8:25
  effort
• 8:26
  trying
• 8:26
  to
• 8:27
  teach
• 8:27
  them
• 8:27
  why
• 8:27
  your
• 8:27
  product.
• 8:28
  Matters,
• 8:28
  but
• 8:29
  instead
• 8:29
  use
• 8:30
  language
• 8:30
  and
• 8:31
  educate
• 8:32
  and
• 8:32
  address
• 8:33
  the
• 8:33
  people
• 8:33
  who
• 8:34
  value
• 8:34
  your
• 8:35
  artisan
• 8:36
  handcrafted
• 8:36
  product.
• 8:37
  And
• 8:37
  there
• 8:38
  are
• 8:38
  plenty
• 8:38
  of
• 8:38
  those
• 8:39
  people
• 8:39
  out
• 8:39
  there
• 8:39
  and
• 8:39
  they
• 8:40
  are
• 8:40
  willing
• 8:40
  to.
• 8:40
  Pay
• 8:40
  for
• 8:41
  what
• 8:41
  you're
• 8:41
  offering.
• 8:42
  Part
• 8:42
  of
• 8:42
  this
• 8:43
  comes
• 8:43
  into
• 8:43
  just
• 8:44
  the
• 8:44
  belief
• 8:45
  that
• 8:45
  those
• 8:45
  people
• 8:46
  are
• 8:46
  out
• 8:47
  there
• 8:47
  and
• 8:47
  that
• 8:47
  they
• 8:48
  will
• 8:48
  appreciate
• 8:48
  what
• 8:49
  you.
• 8:49
  Bring
• 8:49
  to
• 8:49
  the
• 8:49
  table.
• 8:50
  Part
• 8:50
  of
• 8:50
  your
• 8:51
  mindset
• 8:51
  shift
• 8:52
  here
• 8:52
  also
• 8:53
  requires
• 8:54
  thinking
• 8:54
  long
• 8:54
  term.
• 8:55
  So
• 8:55
  right
• 8:56
  now,
• 8:56
  your
• 8:56
  pricing
• 8:56
  may
• 8:56
  be.
• 8:57
  Getting
• 8:57
  you
• 8:58
  buy,
• 8:58
  but
• 8:59
  is
• 8:59
  it
• 8:59
  sustainable?
• 9:00
  Is
• 9:00
  it
• 9:00
  going
• 9:00
  to
• 9:00
  allow
• 9:01
  you
• 9:01
  to
• 9:01
  grow?
• 9:02
  Can
• 9:02
  you
• 9:02
  pay
• 9:03
  yourself?
• 9:03
  Will
• 9:04
  it
• 9:04
  give
• 9:04
  you
• 9:04
  the
• 9:04
  space
• 9:05
  to.
• 9:05
  Take
• 9:05
  a
• 9:05
  day
• 9:05
  off
• 9:06
  to
• 9:06
  invest
• 9:07
  in.
• 9:07
  Better,
• 9:07
  bigger
• 9:08
  equipment
• 9:08
  so
• 9:09
  you
• 9:09
  can
• 9:09
  scale.
• 9:09
  Your
• 9:09
  production
• 9:10
  or
• 9:11
  maybe
• 9:11
  even
• 9:11
  hire
• 9:12
  help
• 9:13
  if
• 9:13
  your
• 9:13
  current
• 9:14
  pricing
• 9:14
  keeps
• 9:14
  you
• 9:15
  stuck
• 9:15
  in
• 9:16
  survival
• 9:16
  mode,
• 9:17
  it
• 9:17
  is
• 9:17
  time
• 9:17
  to
• 9:17
  think
• 9:17
  bigger.
• 9:18
  If
• 9:19
  all
• 9:19
  you
• 9:19
  can
• 9:19
  do
• 9:20
  is
• 9:20
  buy
• 9:20
  the
• 9:21
  ingredients
• 9:21
  for
• 9:21
  the
• 9:21
  next
• 9:22
  week
• 9:22
  and.
• 9:22
  Maybe
• 9:22
  set
• 9:22
  aside
• 9:23
  a
• 9:23
  little
• 9:23
  bit
• 9:23
  into.
• 9:23
  Savings,
• 9:24
  then
• 9:25
  it's
• 9:25
  time
• 9:25
  to
• 9:25
  shift
• 9:26
  your
• 9:26
  prices.
• 9:26
  Maybe
• 9:27
  add
• 9:27
  some
• 9:28
  higher
• 9:28
  price
• 9:28
  point
• 9:28
  items
• 9:29
  to
• 9:29
  your
• 9:29
  menu.
• 9:30
  But
• 9:30
  you
• 9:30
  need
• 9:30
  to
• 9:31
  make
• 9:31
  some
• 9:31
  changes.
• 9:32
  So
• 9:32
  that
• 9:32
  this
• 9:32
  work
• 9:33
  will
• 9:33
  be
• 9:33
  sustainable.
• 9:34
  So
• 9:35
  many
• 9:35
  bakers.
• 9:36
  This
• 9:36
  is
• 9:36
  a
• 9:36
  little
• 9:36
  tangent,
• 9:37
  but
• 9:37
  so.
• 9:37
  Many
• 9:38
  bakers
• 9:39
  get
• 9:39
  started.
• 9:39
  They
• 9:40
  get
• 9:40
  so
• 9:40
  excited
• 9:41
  about
• 9:41
  the
• 9:41
  idea
• 9:42
  of
• 9:42
  selling
• 9:42
  their
• 9:42
  sourdough
• 9:43
  and
• 9:43
  they
• 9:44
  sell.
• 9:44
  For
• 9:44
  a
• 9:44
  month
• 9:44
  or
• 9:45
  they
• 9:45
  sell
• 9:45
  for
• 9:45
  two
• 9:45
  months
• 9:46
  and
• 9:46
  they
• 9:47
  fizzle
• 9:47
  out
• 9:47
  because.
• 9:48
  They
• 9:48
  are
• 9:48
  not
• 9:49
  charging
• 9:50
  enough
• 9:50
  to
• 9:50
  make
• 9:50
  it
• 9:51
  worth
• 9:51
  it.
• 9:51
  Their
• 9:52
  systems
• 9:52
  are
• 9:52
  inefficient,
• 9:53
  maybe
• 9:53
  they
• 9:54
  haven't.
• 9:54
  Invested
• 9:54
  in
• 9:54
  the
• 9:55
  right
• 9:55
  equipment.
• 9:56
  And
• 9:56
  so
• 9:56
  that
• 9:56
  is
• 9:57
  what
• 9:57
  this
• 9:57
  podcast
• 9:58
  is.
• 9:58
  Hopefully
• 9:58
  the
• 9:59
  antidote
• 9:59
  for
• 10:00
  that.
• 10:00
  You
• 10:01
  are
• 10:01
  equipped
• 10:02
  to
• 10:02
  build
• 10:02
  a
• 10:02
  business
• 10:03
  that's
• 10:03
  built
• 10:03
  to
• 10:03
  last
• 10:04
  and
• 10:05
  it's
• 10:05
  burnout
• 10:05
  proof
• 10:06
  so
• 10:06
  that
• 10:06
  you
• 10:07
  can
• 10:07
  say
• 10:08
  for
• 10:08
  the
• 10:08
  long
• 10:08
  haul
• 10:09
  and
• 10:09
  be
• 10:09
  the
• 10:09
  baker
• 10:10
  in
• 10:10
  your
• 10:10
  community
• 10:10
  that
• 10:10
  people
• 10:11
  think
• 10:11
  of
• 10:11
  when
• 10:11
  they
• 10:11
  think
• 10:12
  sourdough.
• 10:12
  All
• 10:13
  right,
• 10:13
  the
• 10:13
  final
• 10:14
  and
• 10:14
  very
• 10:14
  important.
• 10:15
  Step
• 10:15
  in
• 10:16
  shifting
• 10:16
  your
• 10:16
  mindset
• 10:17
  is
• 10:17
  detaching
• 10:19
  your
• 10:19
  emotion
• 10:19
  from
• 10:20
  your
• 10:20
  pricing.
• 10:21
  This
• 10:21
  is
• 10:21
  so
• 10:22
  crucial.
• 10:23
  This
• 10:23
  can
• 10:23
  be
• 10:23
  hard,
• 10:24
  especially
• 10:25
  for
• 10:25
  women.
• 10:26
  We
• 10:26
  tend
• 10:26
  to
• 10:26
  see
• 10:26
  pricing
• 10:27
  as
• 10:28
  a.
• 10:28
  Reflection
• 10:28
  of
• 10:28
  our
• 10:28
  worth
• 10:29
  and
• 10:29
  when
• 10:29
  we
• 10:29
  do
• 10:30
  that
• 10:30
  it
• 10:30
  becomes
• 10:30
  personal.
• 10:31
  But
• 10:32
  pricing
• 10:32
  is
• 10:32
  not
• 10:33
  personal,
• 10:34
  it
• 10:34
  is.
• 10:34
  A
• 10:35
  business
• 10:35
  decision
• 10:36
  and
• 10:36
  it
• 10:36
  is
• 10:36
  a
• 10:36
  very
• 10:37
  important
• 10:37
  one.
• 10:38
  So
• 10:38
  if
• 10:38
  you
• 10:38
  can
• 10:38
  separate
• 10:39
  the
• 10:39
  two.
• 10:40
  You'Ll
• 10:40
  feel
• 10:40
  a
• 10:41
  lot
• 10:41
  more
• 10:41
  confident
• 10:42
  about
• 10:42
  making
• 10:43
  adjustments
• 10:44
  that
• 10:44
  reflect
• 10:45
  the
• 10:45
  true
• 10:45
  value
• 10:45
  of
• 10:45
  your
• 10:46
  product.
• 10:46
  Some
• 10:47
  people
• 10:47
  get
• 10:48
  nervous
• 10:48
  about
• 10:48
  charging
• 10:49
  a
• 10:49
  certain
• 10:49
  amount,
• 10:50
  especially
• 10:50
  if
• 10:51
  your
• 10:51
  primary
• 10:51
  customers.
• 10:53
  Are
• 10:53
  your
• 10:53
  close
• 10:54
  sphere
• 10:54
  of
• 10:55
  friends
• 10:55
  and
• 10:55
  family.
• 10:56
  Now
• 10:56
  again,
• 10:57
  another
• 10:57
  little
• 10:57
  tangent.
• 10:58
  It
• 10:58
  is
• 10:58
  important
• 10:58
  to
• 10:59
  break
• 10:59
  out
• 10:59
  of.
• 10:59
  That
• 11:00
  friends
• 11:00
  and
• 11:00
  family
• 11:01
  sphere
• 11:01
  if
• 11:02
  you
• 11:02
  want
• 11:02
  to
• 11:02
  grow
• 11:02
  your
• 11:02
  business.
• 11:03
  But
• 11:04
  if
• 11:04
  those
• 11:05
  are
• 11:05
  your
• 11:05
  primary
• 11:05
  customers
• 11:06
  right
• 11:06
  now,
• 11:07
  it
• 11:07
  is
• 11:07
  easy
• 11:08
  to
• 11:08
  see.
• 11:08
  How
• 11:08
  you
• 11:08
  can
• 11:08
  feel
• 11:09
  nervous
• 11:09
  or
• 11:09
  charging.
• 11:10
  More
• 11:10
  raising
• 11:10
  your
• 11:10
  prices.
• 11:11
  So
• 11:12
  you
• 11:12
  need
• 11:12
  to
• 11:12
  just
• 11:12
  disconnect
• 11:13
  the
• 11:13
  emotion.
• 11:13
  Just
• 11:14
  be
• 11:14
  straightforward,
• 11:15
  black
• 11:15
  and
• 11:16
  white.
• 11:16
  If
• 11:16
  you
• 11:16
  want
• 11:17
  to
• 11:17
  continue
• 11:17
  growing
• 11:17
  this.
• 11:18
  Business,
• 11:18
  then
• 11:19
  you
• 11:19
  are
• 11:19
  going
• 11:19
  to
• 11:19
  need
• 11:20
  to
• 11:20
  price
• 11:20
  accordingly.
• 11:22
  With
• 11:22
  all
• 11:22
  of
• 11:22
  that
• 11:22
  said,
• 11:23
  and
• 11:23
  you
• 11:23
  may
• 11:23
  need
• 11:24
  to
• 11:24
  revisit
• 11:24
  those
• 11:25
  steps.
• 11:25
  Maybe
• 11:25
  even
• 11:26
  break
• 11:26
  out
• 11:26
  your
• 11:26
  journal
• 11:27
  and
• 11:27
  ask
• 11:27
  yourself
• 11:28
  some
• 11:28
  questions
• 11:29
  about
• 11:30
  what
• 11:30
  is
• 11:30
  holding
• 11:30
  you
• 11:30
  back.
• 11:31
  Where
• 11:31
  are
• 11:31
  your
• 11:32
  fears?
• 11:32
  What
• 11:33
  mindset
• 11:34
  shifts
• 11:34
  need
• 11:35
  to
• 11:35
  happen?
• 11:36
  What
• 11:36
  blocks
• 11:37
  are
• 11:37
  holding
• 11:37
  you
• 11:38
  back
• 11:38
  from
• 11:39
  being
• 11:39
  able
• 11:39
  to
• 11:39
  raise
• 11:39
  your
• 11:40
  prices?
• 11:41
  What
• 11:41
  does
• 11:41
  it
• 11:41
  feel
• 11:41
  like
• 11:42
  when
• 11:42
  you.
• 11:42
  Think
• 11:42
  about
• 11:42
  raising
• 11:43
  your
• 11:43
  prices?
• 11:43
  Does
• 11:43
  it
• 11:44
  feel
• 11:44
  really
• 11:44
  scary?
• 11:45
  Do
• 11:45
  you
• 11:45
  feel
• 11:45
  a
• 11:45
  lot
• 11:45
  of
• 11:45
  resistance?
• 11:47
  What
• 11:47
  is
• 11:47
  the
• 11:47
  worst
• 11:48
  thing
• 11:48
  that
• 11:48
  will.
• 11:48
  Happen
• 11:49
  if
• 11:49
  you
• 11:49
  raise
• 11:49
  your
• 11:50
  prices?
• 11:51
  Will
• 11:51
  you
• 11:51
  lose
• 11:51
  a
• 11:51
  customer
• 11:52
  here
• 11:52
  or
• 11:52
  there?
• 11:53
  Maybe.
• 11:54
  Maybe
• 11:54
  you'll
• 11:55
  lose
• 11:55
  the
• 11:55
  customers
• 11:56
  who
• 11:56
  are.
• 11:56
  Not
• 11:56
  your
• 11:57
  ideal
• 11:57
  customers.
• 11:58
  Maybe
• 11:59
  someone
• 11:59
  resists
• 12:00
  a
• 12:00
  little
• 12:00
  bit
• 12:00
  and
• 12:01
  grunt
• 12:01
  and
• 12:02
  groan.
• 12:03
  Maybe
• 12:03
  you'll
• 12:03
  get
• 12:04
  a
• 12:04
  random
• 12:04
  hater
• 12:05
  on
• 12:05
  Facebook.
• 12:06
  And
• 12:06
  those
• 12:07
  are
• 12:07
  not
• 12:07
  your
• 12:07
  people.
• 12:08
  You
• 12:08
  can
• 12:08
  let
• 12:09
  them
• 12:09
  roll
• 12:09
  off
• 12:09
  your.
• 12:09
  Back,
• 12:10
  but
• 12:10
  the
• 12:11
  worst
• 12:11
  that
• 12:11
  can
• 12:11
  happen
• 12:12
  is
• 12:12
  that
• 12:12
  you
• 12:13
  lose
• 12:13
  a
• 12:13
  few
• 12:13
  people.
• 12:14
  Who
• 12:14
  were
• 12:14
  not
• 12:14
  your
• 12:14
  ideal
• 12:15
  customer
• 12:15
  anyway,
• 12:16
  and
• 12:16
  you
• 12:16
  begin
• 12:17
  to
• 12:17
  attract
• 12:17
  the
• 12:18
  people.
• 12:18
  Who
• 12:18
  truly
• 12:19
  value
• 12:20
  the
• 12:20
  handcrafted,
• 12:21
  intentional
• 12:22
  nature
• 12:22
  of
• 12:23
  the
• 12:23
  product
• 12:23
  that
• 12:23
  you're
• 12:23
  offering.
• 12:24
  All
• 12:24
  right,
• 12:25
  let's
• 12:25
  get
• 12:25
  practical.
• 12:26
  This
• 12:27
  is
• 12:27
  my
• 12:27
  favorite
• 12:27
  part,
• 12:27
  of
• 12:28
  course.
• 12:28
  Because
• 12:28
  this
• 12:29
  is
• 12:29
  where
• 12:29
  I
• 12:29
  want
• 12:29
  you
• 12:29
  to
• 12:30
  be
• 12:30
  able
• 12:30
  to
• 12:30
  apply
• 12:31
  some
• 12:31
  takeaways.
• 12:32
  Directly
• 12:32
  to
• 12:32
  your
• 12:32
  business
• 12:33
  to
• 12:33
  see
• 12:33
  immediate
• 12:34
  change.
• 12:35
  If
• 12:35
  you
• 12:35
  are
• 12:35
  ready
• 12:36
  to
• 12:36
  test
• 12:36
  the.
• 12:36
  Waters
• 12:37
  with
• 12:37
  raising
• 12:38
  your
• 12:38
  prices,
• 12:38
  here
• 12:38
  are
• 12:39
  a
• 12:39
  few
• 12:39
  strategies
• 12:39
  to
• 12:40
  try
• 12:40
  so
• 12:41
  to
• 12:41
  back
• 12:41
  up
• 12:41
  just
• 12:41
  a
• 12:41
  little
• 12:42
  bit.
• 12:42
  We've
• 12:43
  talked
• 12:43
  about
• 12:43
  the
• 12:43
  mindset,
• 12:44
  but
• 12:44
  one
• 12:44
  important
• 12:45
  question
• 12:45
  to
• 12:45
  address
• 12:46
  is
• 12:46
  how
• 12:46
  do
• 12:47
  I
• 12:47
  know
• 12:47
  if
• 12:47
  I
• 12:47
  actually
• 12:48
  need
• 12:48
  to
• 12:48
  raise
• 12:48
  my
• 12:48
  prices?
• 12:49
  The
• 12:50
  key
• 12:50
  indicator
• 12:50
  here
• 12:51
  is
• 12:51
  if
• 12:51
  you.
• 12:52
  Are
• 12:52
  just
• 12:52
  in
• 12:52
  survival
• 12:53
  mode.
• 12:53
  If
• 12:54
  your
• 12:54
  bank
• 12:54
  account
• 12:55
  is
• 12:55
  nearly
• 12:56
  drained
• 12:56
  every
• 12:57
  week
• 12:57
  before
• 12:58
  your
• 12:58
  orders
• 12:58
  come
• 12:59
  in
• 12:59
  and
• 12:59
  all
• 13:00
  you
• 13:00
  can
• 13:00
  do
• 13:00
  is
• 13:00
  buy
• 13:01
  the
• 13:01
  next
• 13:01
  week's
• 13:01
  inventory,
• 13:03
  that
• 13:03
  means
• 13:03
  you
• 13:03
  need
• 13:04
  to
• 13:04
  raise
• 13:04
  your
• 13:04
  prices.
• 13:05
  If
• 13:05
  you're
• 13:05
  finding
• 13:06
  that
• 13:06
  people
• 13:07
  are
• 13:07
  pushing
• 13:08
  back
• 13:08
  on
• 13:08
  your
• 13:08
  pricing
• 13:09
  already,
• 13:10
  but
• 13:10
  you're
• 13:10
  still
• 13:11
  selling
• 13:11
  out,
• 13:12
  you
• 13:12
  might
• 13:12
  need
• 13:12
  to
• 13:12
  raise
• 13:13
  your
• 13:13
  prices
• 13:14
  so
• 13:14
  that
• 13:14
  the
• 13:14
  right
• 13:15
  people
• 13:15
  who
• 13:15
  value
• 13:15
  your
• 13:16
  product
• 13:16
  will
• 13:17
  be
• 13:17
  are
• 13:18
  the
• 13:18
  ones
• 13:18
  that
• 13:18
  you're
• 13:18
  speaking
• 13:19
  to.
• 13:19
  You
• 13:19
  don't
• 13:20
  want
• 13:20
  the
• 13:20
  people
• 13:20
  looking
• 13:21
  for.
• 13:21
  Grocery
• 13:21
  store
• 13:21
  price
• 13:22
  spread.
• 13:22
  If
• 13:23
  you
• 13:23
  price
• 13:23
  yourself
• 13:24
  out
• 13:24
  of
• 13:24
  that.
• 13:24
  Market,
• 13:25
  they
• 13:25
  won't
• 13:25
  even
• 13:25
  look
• 13:25
  at
• 13:26
  you
• 13:26
  and
• 13:26
  you
• 13:26
  don't
• 13:27
  even
• 13:27
  need
• 13:27
  to
• 13:27
  worry
• 13:27
  about
• 13:28
  them.
• 13:28
  Another
• 13:29
  indicator
• 13:29
  that
• 13:29
  you
• 13:30
  might
• 13:30
  need
• 13:30
  to
• 13:30
  raise
• 13:30
  your
• 13:30
  prices
• 13:31
  is
• 13:31
  if
• 13:31
  you
• 13:31
  are.
• 13:32
  The
• 13:32
  lowest
• 13:32
  priced
• 13:33
  baker
• 13:34
  in
• 13:34
  your
• 13:34
  community.
• 13:35
  If
• 13:36
  you
• 13:36
  check
• 13:37
  out
• 13:37
  the
• 13:37
  menu
• 13:37
  of
• 13:37
  bakers
• 13:38
  in
• 13:38
  your
• 13:38
  area
• 13:39
  and
• 13:39
  their
• 13:40
  prices.
• 13:40
  Are
• 13:40
  higher
• 13:41
  than
• 13:41
  yours,
• 13:41
  and
• 13:41
  you
• 13:42
  are
• 13:42
  the
• 13:42
  lowest
• 13:42
  baker
• 13:43
  around
• 13:43
  that
• 13:43
  you
• 13:43
  can.
• 13:43
  See,
• 13:44
  that's
• 13:45
  a
• 13:45
  pretty
• 13:45
  good
• 13:45
  indicator
• 13:45
  that
• 13:46
  you
• 13:46
  need
• 13:46
  to
• 13:47
  raise
• 13:47
  your
• 13:47
  prices.
• 13:48
  People
• 13:49
  perceive
• 13:49
  value
• 13:50
  in
• 13:50
  connection
• 13:51
  with
• 13:51
  prices.
• 13:52
  Think
• 13:53
  about
• 13:53
  Walmart
• 13:53
  versus
• 13:54
  target.
• 13:54
  Target
• 13:55
  is
• 13:55
  generally
• 13:55
  priced
• 13:56
  higher
• 13:56
  and
• 13:56
  most.
• 13:57
  People
• 13:57
  perceive
• 13:57
  target
• 13:58
  as
• 13:59
  a
• 13:59
  little
• 13:59
  bit
• 14:00
  higher
• 14:00
  quality.
• 14:01
  Whether
• 14:01
  or
• 14:01
  not
• 14:01
  that's
• 14:02
  true
• 14:02
  does
• 14:03
  not
• 14:03
  matter,
• 14:03
  but
• 14:04
  the
• 14:04
  fact
• 14:04
  is
• 14:05
  they
• 14:06
  convey
• 14:06
  a
• 14:06
  little
• 14:07
  bit
• 14:07
  more
• 14:07
  of
• 14:07
  an
• 14:07
  elevated
• 14:08
  experience
• 14:08
  and
• 14:09
  people
• 14:09
  are
• 14:09
  willing
• 14:09
  to
• 14:09
  pay
• 14:10
  for
• 14:10
  it.
• 14:10
  Consider
• 14:11
  other
• 14:11
  retailers
• 14:11
  in
• 14:12
  your
• 14:12
  area,
• 14:12
  consider.
• 14:13
  The
• 14:13
  luxury
• 14:13
  version
• 14:14
  and
• 14:14
  consider
• 14:14
  the
• 14:15
  mainstream
• 14:15
  version
• 14:16
  and
• 14:16
  understand
• 14:17
  they
• 14:17
  may
• 14:17
  be
• 14:17
  offering.
• 14:18
  A
• 14:18
  very
• 14:18
  similar
• 14:19
  product.
• 14:19
  But
• 14:20
  if
• 14:20
  you
• 14:20
  want
• 14:20
  a
• 14:21
  luxury
• 14:21
  experience,
• 14:21
  you're
• 14:22
  going
• 14:22
  to
• 14:22
  that
• 14:23
  to
• 14:23
  shop
• 14:24
  there.
• 14:24
  If
• 14:24
  you
• 14:25
  want
• 14:25
  the
• 14:25
  cheaper
• 14:25
  mainstream
• 14:26
  experience,
• 14:26
  you're
• 14:27
  going
• 14:27
  to
• 14:27
  shop
• 14:27
  there
• 14:27
  and
• 14:28
  people.
• 14:28
  Can
• 14:28
  make
• 14:28
  their
• 14:29
  own
• 14:29
  decision.
• 14:29
  It's
• 14:30
  not
• 14:30
  up
• 14:30
  to
• 14:30
  you
• 14:30
  to
• 14:30
  make.
• 14:30
  Their
• 14:31
  decision,
• 14:31
  but
• 14:32
  you
• 14:32
  want
• 14:32
  to
• 14:32
  speak.
• 14:32
  The
• 14:32
  language
• 14:33
  that
• 14:33
  the
• 14:33
  luxury
• 14:34
  customer
• 14:34
  is.
• 14:35
  Going
• 14:35
  to
• 14:35
  resonate
• 14:36
  with
• 14:36
  versus
• 14:37
  the
• 14:37
  mainstream
• 14:37
  customer.
• 14:38
  You're
• 14:38
  not
• 14:39
  trying
• 14:39
  to
• 14:39
  be
• 14:39
  affordable
• 14:40
  necessarily.
• 14:41
  Unless
• 14:41
  if
• 14:41
  that
• 14:42
  is
• 14:42
  in
• 14:43
  the
• 14:43
  heart
• 14:43
  of
• 14:43
  your
• 14:43
  business
• 14:44
  mission.
• 14:44
  And
• 14:44
  in
• 14:45
  that
• 14:45
  case,
• 14:45
  you
• 14:45
  need
• 14:45
  to.
• 14:46
  Make
• 14:46
  decisions
• 14:46
  that
• 14:46
  help
• 14:47
  you
• 14:47
  provide
• 14:47
  an.
• 14:47
  Affordable
• 14:48
  product,
• 14:49
  such
• 14:49
  as
• 14:50
  maybe
• 14:50
  cutting
• 14:51
  back
• 14:51
  on
• 14:51
  your
• 14:51
  inclusion
• 14:51
  flavors
• 14:52
  or
• 14:53
  sourcing
• 14:54
  your
• 14:54
  flour
• 14:54
  somewhere
• 14:55
  that
• 14:55
  allows
• 14:55
  you
• 14:55
  to
• 14:56
  offer
• 14:56
  a
• 14:56
  more
• 14:57
  affordable
• 14:57
  product.
• 14:58
  If
• 14:59
  you
• 14:59
  resonate
• 14:59
  with
• 14:59
  any
• 14:59
  of
• 15:00
  that.
• 15:00
  If
• 15:00
  you're
• 15:01
  the
• 15:01
  lowest
• 15:01
  price
• 15:01
  in
• 15:01
  your.
• 15:02
  Market,
• 15:02
  if
• 15:03
  you
• 15:04
  are
• 15:04
  not
• 15:04
  making
• 15:04
  any
• 15:05
  money,
• 15:06
  if
• 15:06
  you're
• 15:06
  not
• 15:06
  able
• 15:06
  to
• 15:07
  set.
• 15:07
  Aside
• 15:07
  money
• 15:07
  to
• 15:07
  savings
• 15:08
  or
• 15:08
  to
• 15:08
  pay.
• 15:08
  Yourself,
• 15:09
  then
• 15:09
  you
• 15:10
  need
• 15:10
  to
• 15:10
  start
• 15:10
  to
• 15:10
  raise
• 15:11
  your
• 15:11
  prices.
• 15:11
  So
• 15:12
  here
• 15:12
  are
• 15:12
  some
• 15:12
  ways
• 15:13
  that
• 15:13
  you
• 15:13
  can
• 15:13
  do
• 15:13
  that.
• 15:14
  Number
• 15:14
  one,
• 15:15
  start
• 15:15
  small
• 15:16
  so
• 15:16
  you
• 15:16
  don't
• 15:17
  have
• 15:17
  to
• 15:17
  overhaul
• 15:18
  your
• 15:18
  entire
• 15:19
  pricing
• 15:19
  structure
• 15:19
  overnight.
• 15:20
  Try
• 15:21
  increasing
• 15:21
  your
• 15:21
  prices,
• 15:22
  or
• 15:23
  even
• 15:23
  the
• 15:23
  price
• 15:23
  on
• 15:23
  just
• 15:24
  one
• 15:24
  product
• 15:25
  by
• 15:25
  a.
• 15:25
  Dollar
• 15:26
  or
• 15:26
  $0.50
• 15:27
  or
• 15:27
  10%
• 15:28
  and
• 15:29
  see
• 15:29
  how
• 15:29
  it
• 15:29
  feels.
• 15:30
  Often
• 15:30
  you'll
• 15:30
  find
• 15:30
  that
• 15:31
  your
• 15:31
  customers
• 15:31
  don't
• 15:31
  even
• 15:32
  flinch.
• 15:32
  Prices
• 15:33
  are
• 15:33
  going
• 15:33
  up
• 15:34
  everywhere.
• 15:35
  It
• 15:35
  is
• 15:35
  just
• 15:36
  a
• 15:36
  part
• 15:36
  of
• 15:36
  the.
• 15:36
  World
• 15:37
  that
• 15:37
  we're
• 15:37
  living
• 15:37
  in
• 15:37
  right
• 15:37
  now.
• 15:38
  People
• 15:39
  understand
• 15:39
  that
• 15:40
  the
• 15:40
  cost
• 15:41
  of
• 15:41
  doing
• 15:41
  business
• 15:42
  has
• 15:42
  gone
• 15:43
  up,
• 15:43
  and
• 15:43
  so
• 15:44
  retailers,
• 15:45
  including
• 15:45
  small
• 15:46
  and
• 15:46
  home
• 15:46
  bakeries,
• 15:47
  have
• 15:47
  to
• 15:48
  raise
• 15:48
  their
• 15:48
  prices
• 15:49
  accordingly.
• 15:50
  So
• 15:50
  the
• 15:50
  customers
• 15:51
  that
• 15:51
  you're
• 15:51
  speaking
• 15:51
  to.
• 15:52
  The
• 15:52
  right
• 15:52
  customers,
• 15:53
  are
• 15:53
  buying
• 15:54
  from
• 15:54
  you
• 15:54
  because
• 15:55
  they
• 15:55
  love
• 15:55
  what
• 15:56
  you
• 15:56
  offer,
• 15:57
  not.
• 15:57
  Because
• 15:57
  it's
• 15:58
  the
• 15:58
  cheapest
• 15:58
  option.
• 15:59
  Or
• 15:59
  one
• 15:59
  kind
• 15:59
  of
• 15:59
  practical
• 16:00
  way
• 16:00
  that.
• 16:00
  I
• 16:01
  increase
• 16:01
  my
• 16:01
  prices
• 16:02
  over
• 16:02
  time
• 16:03
  without.
• 16:03
  Much
• 16:03
  of
• 16:03
  an
• 16:03
  impact
• 16:04
  on
• 16:04
  my
• 16:04
  customers.
• 16:05
  Is
• 16:05
  when
• 16:05
  I
• 16:06
  roll
• 16:06
  a
• 16:06
  new
• 16:06
  product
• 16:07
  out
• 16:07
  onto
• 16:07
  the
• 16:08
  menu,
• 16:08
  I
• 16:09
  price
• 16:09
  it.
• 16:09
  A
• 16:10
  little
• 16:10
  bit
• 16:10
  higher
• 16:10
  than
• 16:11
  maybe
• 16:11
  I.
• 16:11
  Would
• 16:11
  have
• 16:12
  when
• 16:12
  I
• 16:12
  first
• 16:12
  started
• 16:12
  my
• 16:13
  business.
• 16:14
  It
• 16:14
  feels
• 16:14
  natural.
• 16:15
  So
• 16:16
  some
• 16:16
  of
• 16:16
  my
• 16:16
  higher
• 16:17
  price
• 16:17
  point
• 16:17
  items
• 16:18
  balance
• 16:19
  out
• 16:19
  the
• 16:19
  ones
• 16:19
  that
• 16:20
  have
• 16:20
  not
• 16:20
  really
• 16:21
  changed
• 16:21
  since
• 16:21
  I
• 16:21
  started
• 16:22
  my
• 16:22
  business
• 16:22
  a
• 16:22
  year
• 16:22
  ago.
• 16:23
  For
• 16:23
  example,
• 16:24
  my
• 16:25
  original
• 16:25
  artisan
• 16:26
  sourdough
• 16:26
  loaf
• 16:27
  has
• 16:27
  stayed
• 16:28
  the
• 16:28
  exact
• 16:28
  same
• 16:28
  size
• 16:29
  and
• 16:30
  the
• 16:30
  exact
• 16:30
  same
• 16:30
  price
• 16:31
  since
• 16:31
  I
• 16:31
  started
• 16:31
  my
• 16:31
  business.
• 16:32
  I
• 16:32
  increased
• 16:33
  the
• 16:33
  price
• 16:33
  of
• 16:33
  my
• 16:34
  inclusion
• 16:34
  loaves
• 16:34
  by
• 16:35
  $2
• 16:35
  at
• 16:35
  the
• 16:36
  beginning
• 16:36
  of.
• 16:36
  The
• 16:36
  year,
• 16:37
  and
• 16:37
  then
• 16:37
  when
• 16:37
  I
• 16:38
  roll.
• 16:38
  New
• 16:38
  products
• 16:39
  out
• 16:39
  or
• 16:39
  add
• 16:39
  a
• 16:40
  new
• 16:40
  flavor
• 16:40
  to
• 16:40
  the
• 16:40
  menu,
• 16:41
  occasionally
• 16:42
  I'll
• 16:42
  go
• 16:42
  ahead
• 16:43
  and
• 16:43
  increase
• 16:43
  the
• 16:43
  price
• 16:44
  a
• 16:44
  little.
• 16:44
  Bit
• 16:44
  to
• 16:44
  reflect
• 16:45
  the
• 16:45
  cost
• 16:45
  of
• 16:45
  those
• 16:45
  ingredients.
• 16:47
  That
• 16:47
  can
• 16:47
  be
• 16:47
  a
• 16:47
  way
• 16:48
  that
• 16:48
  you.
• 16:48
  Can
• 16:48
  just
• 16:49
  go
• 16:49
  ahead
• 16:49
  and
• 16:49
  bump
• 16:49
  up
• 16:49
  the
• 16:49
  price
• 16:50
  without
• 16:50
  having
• 16:51
  to
• 16:51
  offer
• 16:51
  any
• 16:51
  explanation
• 16:52
  because
• 16:53
  it's
• 16:53
  something
• 16:53
  brand
• 16:54
  new
• 16:54
  to.
• 16:54
  The
• 16:55
  customers
• 16:56
  and
• 16:56
  not
• 16:56
  a
• 16:56
  product
• 16:57
  that
• 16:57
  they
• 16:57
  have
• 16:57
  been
• 16:57
  accustomed
• 16:58
  to
• 16:58
  buying
• 16:58
  at
• 16:58
  a
• 16:58
  certain
• 16:59
  price.
• 16:59
  Second,
• 17:00
  when
• 17:00
  you
• 17:01
  raise
• 17:01
  your
• 17:01
  prices,
• 17:02
  make
• 17:02
  sure
• 17:02
  that
• 17:02
  you
• 17:03
  are
• 17:03
  communicating
• 17:04
  the
• 17:04
  value.
• 17:05
  Tell
• 17:05
  the
• 17:06
  story
• 17:06
  of
• 17:06
  what
• 17:06
  goes
• 17:06
  into
• 17:07
  your
• 17:07
  bread,
• 17:07
  whether
• 17:08
  it's
• 17:08
  the
• 17:08
  organic
• 17:08
  flour,
• 17:09
  the
• 17:10
  overnight
• 17:10
  fermentation,
• 17:11
  or
• 17:12
  the
• 17:12
  years
• 17:12
  that
• 17:12
  you've
• 17:12
  spent
• 17:13
  perfecting
• 17:13
  your
• 17:13
  craft.
• 17:14
  When
• 17:15
  customers
• 17:15
  understand
• 17:16
  the
• 17:16
  care
• 17:17
  and
• 17:17
  the
• 17:17
  craftsmanship
• 17:18
  and
• 17:18
  the
• 17:18
  intentionality
• 17:19
  and
• 17:19
  the
• 17:19
  heart,
• 17:20
  the
• 17:20
  love
• 17:20
  that
• 17:20
  you
• 17:21
  pour
• 17:21
  into
• 17:21
  your.
• 17:21
  Product,
• 17:22
  they'll
• 17:22
  feel
• 17:23
  good
• 17:23
  about
• 17:23
  paying
• 17:23
  more
• 17:23
  for
• 17:24
  it.
• 17:24
  Finally,
• 17:25
  when
• 17:25
  you're
• 17:25
  raising
• 17:26
  your
• 17:26
  prices,
• 17:26
  remind
• 17:27
  your
• 17:27
  customers
• 17:28
  why
• 17:28
  your
• 17:29
  bread
• 17:29
  is
• 17:29
  worth
• 17:29
  the
• 17:29
  investment.
• 17:30
  Hear
• 17:31
  me
• 17:31
  on
• 17:31
  this.
• 17:31
  Do
• 17:32
  not
• 17:32
  apologize
• 17:33
  for
• 17:33
  a
• 17:33
  price
• 17:33
  increase.
• 17:34
  Instead,
• 17:35
  you
• 17:35
  can
• 17:35
  use
• 17:36
  it
• 17:36
  as
• 17:36
  an
• 17:36
  opportunity
• 17:37
  to
• 17:37
  reaffirm
• 17:38
  the
• 17:38
  quality
• 17:39
  of
• 17:39
  what
• 17:39
  you
• 17:39
  offer.
• 17:40
  You
• 17:40
  can
• 17:40
  even
• 17:40
  frame
• 17:41
  it
• 17:41
  as
• 17:41
  a
• 17:41
  benefit
• 17:41
  to
• 17:41
  them.
• 17:42
  This
• 17:42
  could
• 17:42
  sound
• 17:43
  like
• 17:43
  by
• 17:44
  investing
• 17:44
  in.
• 17:44
  The
• 17:45
  best
• 17:45
  ingredients
• 17:46
  and
• 17:46
  continuing
• 17:47
  to
• 17:47
  improve.
• 17:47
  My
• 17:47
  business,
• 17:48
  I'm
• 17:49
  making
• 17:49
  sure
• 17:49
  that
• 17:49
  you.
• 17:50
  Get
• 17:50
  the
• 17:50
  freshest,
• 17:51
  most
• 17:51
  delicious
• 17:52
  bread
• 17:52
  possible.
• 17:53
  It
• 17:53
  was
• 17:53
  after
• 17:54
  a
• 17:54
  couple
• 17:54
  of
• 17:54
  months
• 17:54
  in
• 17:54
  business
• 17:55
  that
• 17:55
  I
• 17:55
  realized
• 17:55
  I
• 17:56
  really
• 17:56
  needed
• 17:56
  to
• 17:56
  raise
• 17:56
  my
• 17:57
  prices,
• 17:58
  and
• 17:58
  I
• 17:58
  did
• 17:58
  it
• 17:58
  right
• 17:59
  around
• 17:59
  the
• 17:59
  beginning
• 17:59
  of
• 17:59
  the
• 18:00
  year.
• 18:00
  So
• 18:00
  I
• 18:01
  gave
• 18:01
  my
• 18:01
  customers
• 18:02
  a
• 18:02
  little
• 18:02
  window
• 18:02
  of
• 18:02
  time.
• 18:03
  I
• 18:03
  said,
• 18:03
  due
• 18:03
  to
• 18:03
  the
• 18:04
  rising
• 18:04
  costs.
• 18:04
  Of
• 18:05
  ingredients,
• 18:06
  you'll
• 18:07
  notice
• 18:07
  an
• 18:07
  increase
• 18:08
  on
• 18:08
  the
• 18:08
  prices
• 18:09
  of
• 18:09
  some
• 18:09
  of
• 18:09
  my
• 18:09
  products.
• 18:10
  This
• 18:11
  price
• 18:11
  increase
• 18:12
  will
• 18:12
  take
• 18:12
  effect
• 18:13
  on
• 18:14
  January
• 18:14
  1
• 18:15
  or
• 18:15
  whatever
• 18:15
  day.
• 18:16
  If
• 18:16
  you
• 18:16
  want
• 18:17
  to
• 18:17
  take
• 18:17
  advantage
• 18:17
  of
• 18:17
  the
• 18:18
  current
• 18:18
  pricing,
• 18:19
  go
• 18:19
  ahead
• 18:19
  and
• 18:19
  place
• 18:19
  your
• 18:20
  order.
• 18:20
  This
• 18:20
  week
• 18:21
  I
• 18:21
  had
• 18:22
  zero
• 18:22
  negative
• 18:23
  feedback.
• 18:24
  It
• 18:24
  just
• 18:25
  rolled
• 18:25
  out
• 18:25
  smoothly
• 18:26
  and
• 18:26
  customers
• 18:27
  just
• 18:27
  accepted
• 18:27
  it.
• 18:28
  They
• 18:28
  honored
• 18:29
  my
• 18:29
  decision.
• 18:30
  They
• 18:31
  respected
• 18:31
  it.
• 18:32
  I
• 18:32
  think
• 18:32
  I
• 18:32
  even
• 18:32
  had
• 18:33
  people
• 18:33
  say,
• 18:33
  absolutely,
• 18:34
  you
• 18:34
  need
• 18:34
  to
• 18:34
  raise
• 18:34
  your
• 18:35
  prices
• 18:35
  so
• 18:36
  people
• 18:36
  will
• 18:36
  understand.
• 18:37
  And
• 18:37
  ultimately,
• 18:38
  they'll
• 18:38
  be
• 18:38
  more
• 18:38
  encouraging
• 18:39
  and.
• 18:39
  Receptive
• 18:40
  than
• 18:40
  you
• 18:40
  probably
• 18:40
  think.
• 18:41
  Especially
• 18:41
  if
• 18:41
  you
• 18:42
  just
• 18:42
  approach
• 18:42
  it
• 18:43
  with.
• 18:43
  Complete
• 18:43
  confidence
• 18:44
  in
• 18:45
  a
• 18:45
  way
• 18:46
  that
• 18:46
  communicates.
• 18:47
  That
• 18:47
  you
• 18:47
  are
• 18:47
  making
• 18:48
  decisions
• 18:48
  to
• 18:48
  do
• 18:49
  good
• 18:49
  business,
• 18:49
  to
• 18:50
  serve
• 18:50
  them
• 18:50
  well.
• 18:51
  That
• 18:51
  in
• 18:52
  order
• 18:52
  to
• 18:52
  continue
• 18:53
  serving
• 18:53
  them.
• 18:54
  To
• 18:54
  ensure
• 18:54
  that
• 18:55
  your
• 18:55
  business
• 18:55
  can
• 18:56
  continue.
• 18:56
  To
• 18:56
  serve
• 18:57
  the
• 18:57
  community,
• 18:57
  you
• 18:58
  need
• 18:58
  to
• 18:58
  raise
• 18:59
  your
• 18:59
  prices
• 18:59
  a
• 19:00
  little
• 19:00
  bit
• 19:00
  to
• 19:01
  make
• 19:01
  sure
• 19:01
  that
• 19:01
  you
• 19:02
  stick
• 19:02
  around.
• 19:03
  They
• 19:04
  will
• 19:04
  understand,
• 19:04
  they
• 19:05
  will
• 19:05
  support
• 19:05
  you.
• 19:05
  They
• 19:05
  will
• 19:06
  continue
• 19:06
  to
• 19:06
  love
• 19:06
  you,
• 19:07
  especially.
• 19:07
  When
• 19:07
  you're
• 19:07
  sharing
• 19:08
  from
• 19:08
  your
• 19:09
  heart
• 19:09
  with
• 19:09
  all
• 19:10
  of
• 19:10
  your
• 19:10
  authenticity
• 19:11
  and
• 19:11
  sincerity
• 19:12
  as
• 19:13
  the
• 19:13
  human
• 19:14
  behind
• 19:14
  the
• 19:14
  brand.
• 19:15
  So
• 19:16
  here's
• 19:17
  your
• 19:17
  challenge.
• 19:18
  Review
• 19:18
  your
• 19:18
  current
• 19:19
  pricing.
• 19:20
  Look
• 19:20
  at
• 19:20
  it
• 19:20
  through
• 19:20
  a
• 19:21
  new
• 19:21
  lens.
• 19:22
  Does
• 19:22
  it
• 19:22
  reflect
• 19:23
  the
• 19:23
  value
• 19:23
  that
• 19:23
  you
• 19:23
  provide?
• 19:24
  Is
• 19:24
  it
• 19:25
  sustainable
• 19:25
  for
• 19:25
  the
• 19:26
  long
• 19:26
  term
• 19:26
  health
• 19:26
  of
• 19:26
  your
• 19:26
  business?
• 19:27
  If
• 19:28
  you
• 19:28
  have
• 19:29
  an
• 19:29
  organic
• 19:30
  option
• 19:30
  with
• 19:30
  freshly
• 19:31
  milled
• 19:31
  grains,
• 19:32
  and
• 19:32
  you
• 19:32
  have
• 19:32
  another.
• 19:33
  Option
• 19:33
  that
• 19:33
  does
• 19:34
  not
• 19:34
  have
• 19:34
  the
• 19:34
  freshly.
• 19:34
  Milled
• 19:35
  grains,
• 19:35
  the
• 19:36
  one
• 19:36
  with
• 19:36
  the
• 19:36
  freshly.
• 19:37
  Milled
• 19:37
  grains
• 19:37
  should
• 19:37
  be
• 19:38
  priced
• 19:38
  higher
• 19:38
  to.
• 19:39
  Reflect
• 19:39
  the
• 19:39
  value
• 19:40
  and
• 19:40
  the
• 19:41
  uniqueness
• 19:41
  of
• 19:41
  that
• 19:41
  product.
• 19:43
  So
• 19:43
  take
• 19:43
  a
• 19:43
  look
• 19:44
  at
• 19:44
  all
• 19:44
  of
• 19:44
  those
• 19:44
  things
• 19:45
  and
• 19:45
  make
• 19:45
  sure
• 19:45
  that
• 19:45
  you're
• 19:45
  pricing
• 19:46
  accordingly
• 19:47
  to
• 19:47
  reflect
• 19:47
  your
• 19:47
  value.
• 19:48
  Make
• 19:48
  sure
• 19:49
  that
• 19:49
  your
• 19:49
  pricing
• 19:49
  is
• 19:50
  sustainable.
• 19:50
  For
• 19:50
  the
• 19:51
  long
• 19:51
  term
• 19:51
  health
• 19:52
  of
• 19:52
  your
• 19:52
  business.
• 19:53
  So
• 19:53
  if
• 19:54
  your
• 19:54
  answer
• 19:55
  is
• 19:55
  no.
• 19:55
  As
• 19:55
  you
• 19:56
  review
• 19:56
  your
• 19:56
  prices,
• 19:57
  it's
• 19:57
  time
• 19:58
  to
• 19:58
  take
• 19:58
  action.
• 19:59
  So
• 19:59
  go
• 20:00
  ahead
• 20:00
  and
• 20:00
  start
• 20:00
  small.
• 20:01
  Maybe
• 20:01
  tweak
• 20:01
  the
• 20:01
  price
• 20:02
  on
• 20:02
  one
• 20:02
  thing
• 20:02
  at
• 20:03
  a
• 20:03
  time.
• 20:04
  Maybe
• 20:04
  you
• 20:04
  decide
• 20:04
  to
• 20:05
  change
• 20:05
  your
• 20:05
  prices.
• 20:05
  At
• 20:05
  the
• 20:06
  beginning
• 20:06
  of
• 20:06
  the
• 20:06
  year
• 20:07
  or
• 20:07
  at
• 20:07
  the
• 20:08
  beginning
• 20:08
  of
• 20:08
  the
• 20:08
  month.
• 20:09
  Give
• 20:09
  your
• 20:09
  customers
• 20:10
  a
• 20:10
  little
• 20:10
  bit
• 20:10
  of
• 20:10
  time.
• 20:11
  But
• 20:12
  regardless
• 20:12
  of
• 20:12
  when
• 20:13
  you
• 20:13
  do
• 20:13
  it.
• 20:13
  You
• 20:14
  absolutely
• 20:14
  deserve
• 20:14
  to
• 20:15
  be
• 20:15
  paid
• 20:15
  fairly.
• 20:16
  For
• 20:16
  the
• 20:16
  incredible
• 20:17
  work
• 20:17
  that
• 20:17
  you
• 20:17
  do.
• 20:17
  And
• 20:18
  your
• 20:18
  business
• 20:18
  deserves
• 20:19
  the
• 20:19
  chance
• 20:19
  to
• 20:19
  grow.
• 20:20
  I
• 20:20
  hope
• 20:20
  today's
• 20:21
  episode
• 20:21
  has
• 20:21
  been
• 20:21
  super
• 20:22
  helpful
• 20:23
  to
• 20:23
  you.
• 20:24
  I
• 20:24
  hope
• 20:24
  that
• 20:24
  you're
• 20:24
  able
• 20:24
  to
• 20:25
  take.
• 20:25
  The
• 20:25
  tidbits
• 20:25
  that
• 20:26
  serve
• 20:26
  you
• 20:26
  and
• 20:27
  apply.
• 20:27
  Them
• 20:27
  to
• 20:27
  your
• 20:27
  business.
• 20:28
  As
• 20:28
  always,
• 20:28
  if
• 20:29
  you
• 20:29
  are
• 20:29
  not
• 20:30
  subscribed.
• 20:31
  To
• 20:31
  the
• 20:31
  show,
• 20:31
  make
• 20:31
  sure
• 20:32
  that
• 20:32
  you're
• 20:32
  subscribed
• 20:32
  so
• 20:33
  you
• 20:33
  don't
• 20:33
  miss
• 20:33
  an
• 20:33
  episode.
• 20:34
  They
• 20:34
  drop
• 20:34
  every
• 20:34
  Monday
• 20:35
  and
• 20:35
  every
• 20:35
  Thursday.
• 20:36
  And
• 20:36
  if
• 20:36
  you
• 20:37
  haven't
• 20:37
  taken
• 20:37
  a
• 20:37
  moment
• 20:38
  to
• 20:38
  rate
• 20:38
  and
• 20:39
  review
• 20:39
  the
• 20:39
  podcast,
• 20:40
  that
• 20:40
  would
• 20:41
  mean
• 20:41
  the
• 20:41
  world
• 20:42
  that
• 20:42
  helps
• 20:43
  other
• 20:43
  bakers
• 20:43
  find
• 20:43
  the
• 20:44
  show.
• 20:44
  It
• 20:44
  helps
• 20:45
  bump
• 20:45
  us
• 20:45
  up
• 20:45
  in
• 20:45
  the.
• 20:46
  Search
• 20:46
  engines
• 20:47
  on
• 20:47
  the
• 20:47
  podcast
• 20:47
  platforms
• 20:48
  so
• 20:49
  more
• 20:49
  and
• 20:49
  more
• 20:49
  bakers
• 20:50
  can
• 20:50
  help
• 20:50
  grow.
• 20:51
  Businesses
• 20:51
  that
• 20:52
  are
• 20:52
  thriving
• 20:52
  and
• 20:53
  burnout
• 20:53
  proof.
• 20:53
  And
• 20:54
  support
• 20:54
  their
• 20:54
  life
• 20:54
  and
• 20:55
  bring
• 20:55
  them
• 20:55
  joy.
• 20:55
  If
• 20:56
  you
• 20:56
  need
• 20:56
  some
• 20:57
  one
• 20:57
  on
• 20:57
  one
• 20:57
  guidance
• 20:58
  to
• 20:58
  review
• 20:59
  your
• 20:59
  pricing
• 21:00
  or
• 21:01
  tackle
• 21:01
  a
• 21:02
  challenge
• 21:02
  in
• 21:02
  your
• 21:02
  business,
• 21:03
  I
• 21:03
  am
• 21:03
  here
• 21:03
  for
• 21:03
  you.
• 21:04
  I
• 21:04
  have
• 21:04
  coaching
• 21:05
  slots
• 21:05
  available
• 21:06
  throughout
• 21:07
  the.
• 21:07
  Next
• 21:07
  month
• 21:08
  and
• 21:08
  you
• 21:08
  can
• 21:08
  book
• 21:09
  a.
• 21:09
  One
• 21:09
  on
• 21:09
  one
• 21:09
  call
• 21:09
  with
• 21:10
  me
• 21:10
  where
• 21:10
  we
• 21:10
  can
• 21:11
  tackle
• 21:11
  a
• 21:11
  challenge
• 21:11
  in
• 21:11
  your
• 21:12
  business,
• 21:12
  create
• 21:12
  an
• 21:13
  action
• 21:13
  plan,
• 21:13
  and
• 21:14
  get
• 21:14
  you
• 21:14
  moving
• 21:14
  forward
• 21:15
  to
• 21:15
  the
• 21:15
  next
• 21:16
  level.
• 21:16
  Whether
• 21:16
  that's
• 21:17
  hitting
• 21:17
  another
• 21:18
  revenue
• 21:18
  goal,
• 21:18
  whether
• 21:19
  that's
• 21:19
  planning
• 21:19
  out
• 21:20
  your
• 21:20
  seasonal
• 21:20
  events
• 21:21
  or
• 21:22
  creating
• 21:23
  your
• 21:24
  goals
• 21:24
  for
• 21:24
  2025,
• 21:26
  I
• 21:26
  am
• 21:26
  here
• 21:26
  to
• 21:26
  support
• 21:27
  you.
• 21:27
  You
• 21:27
  can
• 21:27
  book
• 21:28
  that
• 21:28
  one
• 21:28
  on
• 21:28
  one.
• 21:28
  Call
• 21:29
  with
• 21:29
  me
• 21:29
  down
• 21:29
  in
• 21:29
  the
• 21:30
  show
• 21:30
  notes
• 21:31
  and
• 21:31
  I
• 21:31
  would
• 21:31
  absolutely
• 21:32
  love
• 21:32
  to
• 21:33
  coach
• 21:33
  you
• 21:33
  to
• 21:33
  the
• 21:33
  next
• 21:34
  level
• 21:34
  of
• 21:34
  success
• 21:34
  in
• 21:34
  your
• 21:35
  business.
• 21:35
  All
• 21:36
  right,
• 21:36
  I
• 21:36
  will
• 21:36
  be
• 21:36
  back
• 21:36
  soon
• 21:37
  with
• 21:37
  another
• 21:37
  episode,
• 21:38
  but
• 21:38
  until
• 21:38
  then,
• 21:39
  happy
• 21:39
  baking.