What should you
actually charge?

Value capture asks: “If this product creates a measurable benefit, what share can the seller reasonably charge while leaving most of that benefit with the buyer?” For example, charging €15.00 for a product that reliably saves €100.00 leaves the buyer with substantially more value than they paid for.

Customer outcome value is a cautious estimate of what the result is worth to the buyer. If a template saves five hours and that time is worth €20.00 per hour, the outcome value might be €100.00.

This is useful for products with a reasonably measurable outcome, such as saved time, avoided costs, or improved earnings. It is less useful for entertainment, inspiration, or highly subjective products; set value capture to 0% in those cases.

Why 15%? It is an illustrative midpoint of the broad 10–20% rule-of-thumb range used for this calculator—not a proven industry standard. Replace it when you have stronger customer or sales evidence.

The calculator applies the editable value-capture percentage, then takes the midpoint between that value-based price and the comparable price. Your sustainable floor still wins when it is higher.