Almost certainly yes, underpricing is the single most common startup pricing mistake. If nobody ever pushes back on your price, it's too low; you want a small fraction of prospects to say it's expensive. Raising prices is the fastest, cheapest growth lever you have, and existing happy customers rarely churn over a sensible increase.
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Kevin Hale's YC lecture is the clearest introduction to pricing first principles and the mistakes founders repeat. The pricing-thermometer framework (cost, price, value) is worth the watch alone.
Patrick Campbell built ProfitWell on pricing data from thousands of companies, and this is the single best free deep-dive on SaaS pricing strategy. It's the canonical starting point for value metrics, segments, and packaging.
The best book on positioning against competitors by understanding the alternatives customers actually consider. Directly turns competitive research into a market advantage.
