If my COGS is $25/item and suggested retail is $100 what is a reasonable discount to offer resellers?

The first thing you need to do is believe you can get those kinds of rates. You question is littered with reasons why you can't - but the first question you need to ask is "Is there anyone doing development living in Brazil getting paid $100+/hour for their work" - the answer is YES. So, the better question to ask is "What are they doing different then me to get those rates?" I know I've paid for remote developers + designers at the $100/hour range, and the thing that justified it was. 1) I had a budget and have paid that kind of rate in the past 2) They're past work, portfolio, online profile, and all interactions with them world spectacular 3) They had passion for their work, almost like craftman. 4) I felt I could trust that they could over deliver on my expectations 5) They were focused on doing one thing great (ex: Mobile Design, iOS Dev, Ruby Dev) - they didn't do it all. 6) Someone I trusted vouched for them. You don't need all of them, maybe 2-3, but those are some of the things that come to mind.

This is a hugely important question. Thanks for asking it. You have to first understand the goal of your book. Book sales are a terrible return on investment for 99.99% of authors. The real value is in growing your business and creating new opportunities for more substantial returns. You can often put the same amount of energy into selling a book (and gaining a few bucks) as you would into creating a new client (depending on your business that can be substantial revenue). So know your goals. If your goal is to use your book as a lead generator for your business, then sure, you want to make it available for sale wherever people buy books (at least online), but you want to get that book into the hands of as many potential clients as possible. So plan on giving away lots of them for free. To do that, you're going to need a printing partner who knows how to get you fantastic bulk discount rates so you're spending no more than a few bucks a book. What you also have to consider is that if your book is going to be your calling card, it has to be exceptional. Not good. Not alright. But exceptional. It has to capture the essence of you. Your voice has to resound through the writing. And it has to be a page turner. So hire the right expert or team to help to ensure you are showing off your brand in a way that excites the kind of people you want to attract. Feel free to get in touch with me for more thoughts in this direction. This is the world I live in. Big Love, Corey

Here's three tips: 1. Increase the value you provide more than the price. If you want to lift prices by 10%, give 20% more value. 2. Rename you products. This will remove the association with the legacy pricing. 3. Craft an awesome pricing communications strategy. I've had clients that have done both 1 & 2 above, then finished the communication to customers about those changes with the line "we understand if you need to go elsewhere" and they have never lost clients. Good luck!

For me personally, no. However, what you really need is a larger data set. Gumroad just did a post on prices ending in "9": http://blog.gumroad.com/post/64417917582/a-penny-saved-psychological-pricing 37signals started with prices that ended in 9: http://37signals.com/svn/posts/1287-ask-37signals-how-did-you-come-up-with-pricing-for-your-products ... but they later did research and found it didn't matter (for them). The answer for YOU will likely be to test these things for yourself on your SaaS app.

If your product is truly better undercutting the undercutter is a good temporary marketing strategy. Just make sure your business can afford to do so. Their business model might allow them to simply charge less because of efficiency factors that you might have. Or your prices might simply be a bit higher for what your market is willing to pay or considers justified.