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From undercharging and overwhelmed to fully booked at premium rates
Client
Rachel Moore
Service
Voice & Presence Coaching
Industry
E-Commerce
Duration
6 weeks
PROBLEM
The situation
Rachel came to Caoch six months after launching her product design studio. On paper, things were going well — she had consistent clients, positive feedback, and a growing waitlist. But she was exhausted, resentful, and quietly terrified every time a new enquiry came in.
The problem wasn't the work. The problem was what she was charging for it.
Rachel had set her rates when she first started, basing them on what felt 'safe' and 'reasonable' for someone new. She'd never changed them. Eighteen months later, she was delivering work that commanded two to three times what she was asking — and she knew it. But every time she thought about raising her rates, she talked herself out of it.
What if everyone leaves? What if no one books? What if they think I've gotten too big for myself?
PROCESS
What we worked on
In the first session, Sophia helped Rachel identify what was actually driving the undercharging — and it wasn't strategy. It was a deeply held belief that asking for more was somehow greedy, or that her value needed to be proven before it could be charged.
They worked through:
Value mapping — articulating the full transformation Rachel delivered, not just the deliverables
Pricing architecture — restructuring her offer suite so that her premium positioning was clear and her entry points made sense
The language of pricing — how to state a rate with confidence, handle pushback without apologising, and close without discounting
Mindset work — unpicking the specific beliefs that were keeping her rates frozen
Over six weeks, Rachel rebuilt her pricing from the ground up. She raised her rates by 85% and sent the revised proposal to her existing waitlist.
RESULT
The result
Every person on the waitlist booked.
Not one asked for a discount. Three asked if she had availability beyond the project they'd enquired about.
Within 90 days, Rachel's monthly revenue had doubled. She was working fewer hours. And for the first time since starting her studio, she felt like her business actually reflected what she was worth.
"I finally stopped apologising for my prices. Sophia helped me see the value I bring — and my revenue doubled within three months."
— Rachel Moore, Founder, Rachel Moore Studio
4.9/5 based on 25 reviews
When pricing and content finally speak the same language, results follow. Contact me today for a free consultation and let's discuss your business.
SOPHIA RENEE
Business Coach