4 passos para precificar corretamente meu produto
Empreender é algo complexo e que envolve uma série de desafios. A precificação de um produto, por exemplo, é um dos passos que mais gera dúvidas nos empreendedores. Isso porque há uma série de custos a serem considerados e chegar a um valor final com a margem de lucro desejada exige alguns cálculos e outros cuidados. Tem dúvidas sobre o assunto? Então continue a leitura e veja 4 passos para precificar corretamente meu produto.
Afinal, o que é precificação?
Segundo a definição que consta no dicionário, precificar é o ato de determinar um preço/valor. Mais do que apenas definir, para quem empreende, a precificação envolve compreender quais são todos os gastos que a empresa possui na elaboração daquele produto.
Muitos empreendedores, no processo de precificação, buscam definir o valor do produto com base nos concorrentes. Contudo, é uma estratégia que não leva ao preço ideal, por não considerar as particularidades de cada empresa.
Dessa forma, podemos definir a precificação como o processo complexo, que considera todos os seus custos, sua margem de lucro ideal e também a satisfação dos clientes. Assim, é possível se posicionar com preços coerentes, ter melhor aceitação do público, além de ter a margem de lucro desejada.
A seguir, veja os 4 passos para precificar corretamente seu produto.
1. Considere todos os seus custos
Toda empresa possui custos, ainda que seja pequena e nem mesmo tenha uma sede própria. Custos como energia elétrica, aluguel quando há loja, valores dos insumos, salários dos funcionários, entre outros, devem ser listados. Muitas vezes, alguns gastos passam despercebidos, como o uso de energia elétrica e água, por exemplo.
Outro fator importante é considerar o pagamento dos impostos. Toda empresa é obrigada por lei a emitir notas fiscais, exceto os trabalhadores autônomos e o microempreendedor individual – MEI, mas apenas quando vende para pessoas físicas. Portanto, é preciso considerar os impostos e, em alguns casos, contar com a ajuda de um contador para auxiliar no processo.
Outros valores a serem considerados:
- Frete: mesmo se você oferecer frete grátis, ele deve estar incluído na precificação de alguma forma.
- Custos com embalagens: caixas, itens para produção do produto, etiquetas e outros.
- Valor dos insumos utilizados para produção.
- Se oferece brindes e descontos, lembre-se de incluir na precificação para não sair no prejuízo.
Todo e qualquer custo relacionado à produção do produto deve constar para chegar ao valor da precificação.
2. Defina a margem de lucro desejada
Além de cobrir todos os custos e manter a produção, a precificação correta vai te ajudar a ter uma margem de lucro. O lucro é a diferença resultante entre o faturamento e a cobertura das despesas. Ou seja, é a receita líquida da sua empresa, o que gera crescimento financeiro.
Não há fórmulas para definir uma margem ideal de lucro, mas é importante não se manter muito abaixo ou muito alto. Lucro muito baixo prejudica o faturamento da empresa e pode trazer problemas financeiros, enquanto valores muito altos podem prejudicar as vendas. Preze pelo equilíbrio.
3. Considere concorrentes e o mercado para precificar
Levar o valor do concorrente pode até não definir o seu preço, mas é um fator que deve ser considerado. Afinal, se uma empresa concorrente oferece o mesmo produto que o seu, por um valor inferior, você estará perdendo vendas. Dessa forma, o preço praticado por você deve estar de acordo com o mercado em que atua a empresa e ser próximo do valor dos concorrentes.
Contudo, talvez seu concorrente seja uma empresa maior e já atuante há muitos anos, o que proporciona os preços menores. Para as empresas pequenas pode ser impossível praticar os mesmos valores. Neste caso, mostre ao cliente os seus diferenciais. Hoje, há um crescente movimento que prega o apoio aos pequenos negócios e ao que é local. Mostre seus diferenciais para justificar seu preço perante a concorrência e conquistar mais vendas.
4. Use o índice markup
A precificação envolve cálculos matemáticos e a fórmula Markup pode te ajudar a chegar ao valor final. Na fórmula, são considerados todos os custos na produção do produto, incluindo gastos com insumos, produtos, impostos e mão de obra. A fórmula é interessante, pois equilibra gastos e lucro em uma mesma operação, garantindo equilíbrio no preço praticado.
Vamos tomar como exemplo a dona Cida, uma empreendedora que tem um pequeno negócio. Dona Cida produz bolos caseiros e precisa precificar um novo bolo. Vamos considerar os seguintes números para chegar ao valor final.
- Preço total de venda: 100%
- Despesas fixas – DF: 15%
- Despesas variáveis – DV: 20%
- Margem de lucro pretendida – ML : 12%
- Custo de produção – CP: R$20
A fórmula de cálculo do índice Markup é a seguinte: Markup = 100/100 – (DF+DV+ML)
Dessa forma, a conta é feita da seguinte maneira:
Markup = 100 / [100 – (15 + 20 + 12)]
Markup = 100 / (100 – 47)
Markup = 100/53
Markup = 1,88
Sabemos, ao finalizar a conta, que o índice Markup da dona Cida é 1,88. Considerando o CP de R$20, agora é preciso multiplicar esse valor pelo índice de 1,88. Ao fazer a conta, chegamos ao resultado de R$37,60 para cada bolo.
Diferença entre preço e valor
Para concluir, é importante que todo empreendedor saiba a diferença entre preço e valor. O preço diz respeito à quantia paga em dinheiro por um determinado produto, ou seja, aqui falamos apenas sobre finanças. Já o valor implica em benefícios e experiências que este produto transmite ao cliente.
O valor deve ser considerado na precificação e é por isso que o mesmo produto, vendido por diferentes empresas, pode ter preços tão diferentes. Vamos tomar o exemplo dos bolos da dona Cida novamente. Um bolo de padaria pode ter um preço bem inferior ao dela, por conta do uso dos ingredientes, embalagem e experiência que transmite.
Os bolos da dona Cida são feitos com ingredientes frescos, farinha de qualidade e processo artesanal. Esses bolos têm sabor de comida caseira, que remete ao cuidado e carinho. Por esse motivo, dona Cida tem muitos clientes, porque agregou valor ao seu produto. O dinheiro gasto pelos compradores é convertido em uma experiência sensorial. Deu pra perceber a diferença entre preço e valor?
Todo empreendedor deve considerar o valor que o seu produto transmite ao precificar. As contas ajudam a manter o preço realista, mas a experiência que o produto transmite e o valor agregado ao produto devem ser considerados.
Quer ter mais controle financeiro no seu negócio? Conheça o Gestor Loja, um sistema personalizável de acordo com as suas necessidades, além de exportar para Excel. Fique com a estratégia do seu negócio e automatize o funcional com a gente!
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