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 from Y Combinator lays out the acquisition-cost and lifetime-value math in plain language, framed around how much you can afford to spend to win a customer. It is aimed at first-time founders, so there is no jargon wall, just the reasoning you need to set a target CAC. He is also refreshingly blunt that leaning only on paid acquisition is a weak growth story, which is worth hearing early.
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.
