Ultimately, every product sells for what it's worth. Contrary to popular belief, the consumer sets the price, not the producer. That's simply the way things work in a capitalist society. Things can be different when there is a monopoly involved but sooner or later, in a free market, the price of every product will be set by demand, perceived value, customer service and availability.
Black Widow and a few others have succeeded in what they do because they build a quality product, they focus on customer service, they have a stellar reputation, they continually try to improve their product without losing site of what it is that people like about them. They have been "copied" many times but they just keep on getting bigger. In their hayday, Bear archery was the same way.
Bowyers are not unique in having expenses to run their businesses. I have astronomical insurance costs, not only for me but for my employees. Tack on liability insurance, workmans comp., retiremet, trucks, trailers, tools, advertising, delays, subcontractor costs, cost of building supplies, and the list goes on and on and on. If someone wants to build a house just like mine, I don't have a thing to say about it, nor should I or would I. If I or a customer pay an architect to design a custom home, there is absolutely nothing that stops the next guy from taking a picture of it and building one for himself or an entire development full of them for that matter. If someone wants to build the same bow or close to the same bow as someone else, how is that different that a customer having 3 or 4 or 5 different contractors bidding on the same job? If someone is undercutting me, either he has found a way to do what I do more efficiently, he is cutting corners, or it could be that in the end, I am just making a better quality, more innovative product. In case number one, either I get more efficient or I starve. In the second or third example, people will understand why I charge more and if the quality of my product is worth it to them, they will choose me. If there truly is no perceived value, I will go out of business.
I compete 24/7 with dozens of different contractors in my immediate area alone. I don't complain when someone else gets their builder's license nor do I complain when someone decides to install aluminum facia the same way I do so it doesn't buckle. After all, I copied it from someone else. I do the very best I can do for each customer, charge a fair price over and above my expenses and I seem to have more work than I can do. Quality always sells. I don't ever worry about what modular home manufacturers are doing becuase the people that are in the market for that type of home are not potential customers of mine anyway.
I say build what you build, constantly try to improve on your designs and methods, and let the customer decide.
Topic: What makes a $800.00 bow better than a $200.00 bow? (Read 2220 times)
