 price and the issue regarding sustainability price is the value which a customer is ready to pay in exchange for the application or the product which the entrepreneur is selling or flips idea the price is the value which an entrepreneur is offering in exchange for delivering the product application which he wants to sell. Price may have the important component is the cost of development, cost of production and the second important element is profit so these two are combined so theoretically speaking and combine these two and we reach to a price. Now to sustain the entrepreneur or start-up firm sustainability is necessary that not only its cost is full but a reasonable profit should be received so that he can sustain in the market and then go towards market captureization and increase the share of the market because price is that important element through which the cash flow starts coming to the company and fixing a price of a new product is is really a difficult task because you don't even know exactly your cost until you know the development cost but what will be the marketing cost, advertising cost, administrative cost, selling cost then the customer is ready to buy the product and you can only assume about it or how the price you will bring will react to the price of the competitor. This is based on assumptions so fixing a price for a new product especially an innovative product is really a tricky job. Price should reflect the value of a product. If the relationship is right, means the customer value of the product and the price the entrepreneur is offering, if this is a right combination and the customer feels that it is value for money in this price, it is value for money to invest into that application. Then it is an easy going and if price is competitive, customer will be willing to engage in exchange and the related product that the application is already using, if the product's price is competing properly, it is less, if it is more than that, but your customer value is more, the features you are bringing are better, the technology you are bringing is efficient. Then the customer is ready to exchange, the customer is ready to adopt your product, your application. But along with this there are certain other costs, the costs he has to pay for this application, along with that there are some other costs, which are called switching costs. What is included in the switching cost? Old accessories that do not fit the new product and need replacement. If you are bringing a new product, if you are buying a new application, then the first application you are using along with the other accessories, they will not be compatible with this new application, so you will have to replace those accessories. There is an installation cost of this new application and there is time and money maybe, which you will be requiring to train the staff to learn the new technology, to learn the new application. So these costs substantially dominate the adoption decision of prospective customer. So when a customer wants a new technology, a new application, a new product, to adopt it, then the direct cost of that product, the application, along with that various switching costs, keeps the customer in the chain and along with that there is psychological cost, along with that there is emotional cost. So this is also impacting the decision making of should I buy this application or not. And this is a very dominating factor other than the direct price of that particular application. So this aspect would also be kept in mind of an entrepreneur. Then proof of the value of a product lies in the market that will develop and in the price that customers are willing to pay. You have no proof as such. Your assumption is that how much money customers will be ready to pay and how much market size we will get. Because you elaborate on that. The cost of production, the cost of development, the fixed cost, you divide it into a number of units and the average unit costs come out. So now you have no proof. You can only assume how much market size or how much number I will be able to sell. The price level is established with the willingness of the customer's price performance relationship. How much is the price and how much performance are you getting? How much is your product satisfying the customers through its performance? Then pricing new product is difficult task because there is no conformity. Neither there is a conformity of customers nor there is a conformity of customer size. Yes, there are certain guiding principles. Maybe you can see the competitive rights. You can see the available technologies, available applications, suitable and substitute products available in the market. So they can guide you towards fixing the price of a new application. The price earning strategy must maintain a balance between covering the cost of development and also a reasonable profit. You can sustain in the business.