[ankitoberoi]

Very well put, which is why it is extremely important for startups to actually figure out the value which they can create for their customers.

This is easy said than done though, depending upon what business you do.

Normally, I like to test pretty much everything (start with 10x, compare with 9x/11x maybe) but when it comes to prices, I personally feel A/B testing them is a bad idea.