You need to consider what your competitors are charging. If you want to charge more than your competitors, you need to ensure that your customers are willing to pay extra for whatever competitive advantage you offer. What are the most important costs inherent in the business model? Which key resources are most expensive? • Consider what resources are necessary to keep your business functioning. If you are a dispensary, the most important costs would likely be your product, which is likely your most expensive resource as well. Does it make sense to differentiate my prices across consumers? How might I go about doing that? • Consider the landscape of the industry and your profit margins. If you differentiate your prices across customers, how would the group of customers getting charged more react? Would they just move to your competitor?