A business should base their prices on the services they render to their clients. The price should reflect the industry standard for the services offered, which will implement the credentials to match. A startup should base their prices slightly on the borderline of what the standard asking price for a service. For example, PR practitioner who has 4 years of college, with one year of internship and volunteer experience, would not price their services at or above the metric of the industry compensation or retainer fee. The PR practitioner has to showcase their skills sets and knowledge. After a few years of expertise and recognition, PR practitioner can begin to request their monthly retainer fee at the compensation spectrum of the industry standard of compensation. Overall, a business pricing its services should be based on the scale of work, and years of experience, creditably and notoriety.