Assessing your services pricing against current and go-forward levels of efforts and rates helps avoid historical bias common to all of us. You may think "building a database shouldn't cost more than $100k", but your thinking will often reflect how much database builds cost 2, 5, or 10 years ago. Maybe those builds should cost $150k because the builds are more complex and are performed by people making 30% more than they did 2 years ago. Maybe those builds should cost $75k because the industry has moved to more standardized build processes and $100k leaves you overpriced. Grounding your assumptions in current reality and especially go-forward expectations keeps your pricing objective and competitive
