The thing about pricing
Cost-based, WTP, etc etc. This is what you are missing about pricing
Over my Strategy/Ops career, I have had to think about pricing a time or two. Or three. Or four. It keeps coming up, and as companies evolve, it is one of the obvious levers to pull to monetise the value a company creates for its customers.
I will spare you the 101 lecture on pricing. You can ChatGPT this. The important thing to understand is that to have a sustainable business you need to have a lower limit of cost-based minimum price, and an upper one of WTP (willingness to pay). As long as there is a sizeable space between the two where cost-based is lower than WTP, you can have a business. The question is what happens in the middle. The middle is your playground.
In the middle you can get a variety of ways to establish a social contract with your customer, such that they are willing to keep coming back to the table. Whether that is cost-plus margin pricing (WeWork style), or dynamic pricing (Uber style), or something else, you have many options to play with.
But here is what you need to start with: your customer! (surprise surprise)