Are you ripping people off by charging 3x the price?

Bryan Harris —  Bryan Harris - August 13th, 2014

If you had the choice to pay $325 or $95 for the exact same item which would you choose?

Same packaging, same manufacturer…everything is identical.

Easy answer right?

Last week our car started making a loud noise. After fiddling around with it we figured out that the exhaust manifold cracked.

So, I called up a local repair shop and they quoted me $575 to fix it. I asked them for a breakdown of parts and labor.

Parts: $350

Labor: $225

That seemed high so I called Autozone to get a price on the part. They said…

It’s in stock and costs $185.

Hmm…

I picked up the phone and called the repair shop back and asked why they were charging $350 and Autozone was charging $180.

“Was the part from Autozone inferior in some way?”

They said “No sir, it’s the exact same part we just have a markup on all of our parts. If you’d like to buy it yourself and bring it in then we can install the Autozone part for you”

Interesting.

I dug around a little more and eventually found that same part for $185, $125 and $90.

FOR THE EXACT SAME PART.

  • $350 from the Shop
  • $185 from Autozone
  • $125 from Amazon
  • $90 from eBay

What about your business? What are you paying 2-3x for that could easily be found for less money with 10 minutes of research?

After some research, I found one area that I was paying 3x what I should have been…

Programming on my website.

In a typical month I pay my WordPress developer $200-400 for small changes to this site.

Stuff like:

  • Setting up a new email opt-in page
  • Changing the header design on the blog
  • Installing a new sidebar opt-in
  • Fixing a series of footer links
  • Creating a Wistia API connection
  • Connecting my CRM to a specific CTA on the landing pages

My developer charges very fair rates. Each job would costs around $10-35. Over the course of 10-15 jobs in a month though it added up.

Then one day I ran across WPcurve  a company that charges $65 a month for UNLIMITED small changes to your website.

I was immediately drawn in by there pricing model as I knew what I was paying and saw how much they could potentially save me if they were half way decent.

So, I signed up.

And I have consistently been blown away by their service, quality of work and responsiveness.

Here are the types of jobs they do:

  • Check your site for broken links so your visitors don’t get lost
  • Harden your WordPress security to stop hackers in their tracks
  • Help set up email opt ins so you can build your email list
  • Improve your theme styling to help your brand
  • Install and migrate your comments to Disqus to reduce spam
  • Optimize site size to improve site load time and reduce bounce rate
  • Proactively update your WP core, theme and plugins each month
  • Provide advice on recommended hosting and migration providers
  • Send you a suggestion every week with a site improvement suggestion
  • Verify your site is being indexed by Google
  • and pretty much anything else you can dream up

Why does this pricing model work?

It’s Disruptive. 

There are 1000’s of WordPress developers out there. Many of them are awesome at what they do.

But the problem is THEY ALL LOOK THE SAME.

They market themselves exactly the same so no one stands out from the other.

A quick Google search for “wordpress developer” produces a list of sites like these.

1. Mad Dancer Web Development

2. Work By Simon

3. Nashville Geek

Which one would you hire?

I have no idea.

They all kind of look the same.

They all talk about themselves a lot and ‘what they do.’

But take a look at WPcurve…

Does that stand out?

You betcha’!

How can you disrupt your market?

I’ve been so impressed by their service and such an immediate fan, that I looked up the owner and got him on Skype for an interview.

In the interview we discuss:

  • Are other developers ripping people off by charging higher rates?
  • Why did WPcurve pick $65 per month?
  • Where did the idea for WPcurve come from?
  • What type of development work do they NOT do?
  • Could other people rip off this pricing model?
  • How do you not lose money by charging so little?

Enter Alex from WPcurve:

Question: How can you disrupt your market and cause your business to stand out? Pricing model? Over delivering on service? What would it be? 

  • Great article Bryan. I did the same thing recently and saved over $800 a month. It’s amazing how much you can save by digging a little. Great video as well. I’m signing up now…

  • Joel Widmer

    I think this is one of the big reasons Udemy has become so popular. They’ve made quality courses affordable and available to anyone. Even though the pricing isn’t always in favor of the instructor, the disruption it’s caused is going to make people think twice before they pay for bloated online courses.

    I’ve been watching Alex and Dan since they started WP Curve and have been blown away at their level of service and transparency. Awesome guys and business. They also have a great blog and podcast!

  • Great stuff, as always Bryan! Lots of terrific ideas in there and some confirmations of stuff I was already thinking about doing! I’m planning to check out WPCurve and share this post with my network for folks (nearly all of whom are using wordpress and lots of whom have expressed their frustration over stuff just like this! – the small jobs!!). One quick question… what version of Keynote are you using? (I’m just about to jump on that bandwagon but am hearing mixed things about the current version. I heard you mention in a couple of times in the video and wondered about your experience). Thanks! – C

  • Oooh, nice idea. I think I saw something similar to this earlier, but that’s might be WPCurve as well. As someone from the other side of the world, I think this kind of work can be done when you are really serious about what you do (and have A WAY to potentially scale up your work with an army of tried-and-tested WP developers).

    Nice post!

  • Mridu

    Awesome interview Bryan. Thank you!

  • Haha, mate – you didn’t tell me this went live! Thanks for having me on 🙂

  • Jessica

    Actually, I’ve wasted a lot of such instances. But I learnt a lesson that, before buying anything or a service, we should compare prices a lot, if we need to save. Also, we should keep few trusted coupon sites under eyes to find great deals, coupons etc. Also the Christmas is coming so every business thinks of giving some coupons or discounts. I just bought a complete LCD display from https://www.phonepartworld.com with as much lower price as half.

  • I knew you used WordPress, and I was wondering if I should use WordPress instead of Wix. I googled “Brian Harris WordPress” and this came up. You made my day with that tool. I’m about to launch a blog for my business. I used Wix and went to integrate Lead Pages and it’s near impossible.

    Who do you suggest for building the initial site? And is it worth it over having a Wix, weebly or squarespace?

  • Awesome read. When saving is key, another such site I would recommend is wpemergencyroom.com/. They operate the very same as WPCurve with the only difference being WP Emergency Room charges lower fees – making it an ideal solution to budget-strapped users needing quality support that is not compromised.

  • Captain

    Probably a late comment but the value is timeless! Thanks Bryan for sharing.