How to set a price when there is no market rate to copy.
When nothing comparable exists, cost-plus pricing is the default and it is almost always wrong. The right anchor is what the customer saves or earns per year by using the technology, calculated with their own numbers. Price a fraction of that value, then build the total cost of ownership case that survives procurement.
Hardware and deeptech companies undercharge for a structural reason: the founder knows the bill of materials and does not know the buyer's annual downtime cost. The buyer knows the opposite. Every guide below is about closing that gap.
Pricing is also a commercial-proof problem. A first deal priced badly sets the reference for every deal after it, and a discount granted casually becomes the expected price in that industry.