Let’s do the math. Start by tallying your annual estimated operating costs, which in itself can be exciting if you lack previous self-employment experience. These expenses include subscriptions (such as Webflow hosting), software, home office costs (if any), marketing, external professional services (such as bookkeeping), professional insurance (such as Errors and Omissions insurance), health insurance, and other overhead. Also take into account income tax(es) - both the employer and employee portion since you are now both.

Next, determine your personal financial needs on top of operating costs. What is your burn rate (baseline and splurge), target income, savings goals, and desired lifestyle? You don't have to match your current (corporate) pay, but ensure you can support your basic needs. The goal is not to become conventionally “rich”, but to earn a comfortable income working as effectively and efficiently as possible; the goal is independence.

Further, take into account your most precious commodity – time – and implement the somewhat rebellious part of the equation. Determine how much (or rather how little) you intend to work, and block out all your desired OFF-time per week, month and year (if you’re a Rebel U alumni you will already be familiar with the ON / AMP / OFF™ framework). Why be independent, if you don’t have time to be free?

This gives us two variables: your required annual income based on business and personal operating costs (for example: $80,000), and your available ON-time per year (for example: 8 months), meaning earnings must equal $10,000 per month when ON. Obviously this is a simplification, but it provides a starting point based on firm numbers – freedom requirements and income requirements – to extrapolate hourly rates, retainer rates, package rates or productised services prices.

Research time: analyse rates of consultants and independents offering similar services, positioning, and value. Sneak peeks at competitors' websites (if you can find any) and/or LinkedIn profiles. Research industry benchmarks on sites like Salary.com and PayScale to contextualise consultant rates in line with your niche, skills, experience level and geographic location. Internalise this information / inspiration and again extrapolate your hypothetical hourly rates, retainer rates and/or package prices.

So you have your math-based rates and prices and your research-based rates and prices – compare them. Do they correlate and, if not, is the discrepancy large? Average them out, add padding as necessary and, if anything, err on the high or premium side (you are worth it). 

Now, the art … Armed with a fairly concrete set of rates and prices, consider these vis-a-vis your intended ideal clientele. Does it feel realistic? Is the value of your service (product) i.e. your UVP (Unique Value Proposition) less or more. Could you easily articulate this value and charge (and defend) $10,000 for one large monthly consulting package, or $5000 for a bi-monthly productised service? Hopefully you will find yourself comfortably in the “correct” ballpark. If not, go back a step or two, and tweak variables until it feels right. And keep in mind, these are not end all, be all figures. Review your pricing every 6-12 months and increase rates intermittently.

On a final note: pretty please (with sugar on top), avoid undervaluing your worth and the value of your services, and do not get it into your head to compete on price, or partake in futile races to the bottom – it is unbecoming a rebel and you will struggle unnecessarily. Let your exquisitely packaged skills, experience and expertise, speak for themselves by delivering like the pro you are, to a highly specific and discerning clientele. At an unapologetic, well-considered and fair price-point, based on the value you de facto provide.