Retail Price Isn't Relative To Value

From Our Founder:

I’m not sure when I learned that “you pay for what you get”.

But I think I’ve always known it was bull-sh!+.

I can’t tell you how many times I’ve heard that if you price your product lower, the perceived value will go down. Basically, “you should raise your prices so people think your product is worth more”. I get that, but it doesn’t mean it’s right.

Take magnets for example. The reason our golf bags don’t have zippers because zippers are the number-1 failure on bags. And magnets are actually a better closure for golf bags. But, they are costly.

The combined cost of all the zippers on the average golf bag is under $3. Our bags use nearly $30 in magnets. So that increases the cost of that one component by 10x.

So, MNML GOLF bags cost more to make than 99% of all golf bags (hand stitched leather Louis Vuitton type bags are the exception).

And our retail price is lower than all premium golf bags.

The subconscious mind might see our price and assume that the value is relative. And now you know that isn’t true. So what should we do? Should we price the bag higher, making it less accessible to the younger and less affluent audience? If we keep our price as low as possible, what does that hurt?

Raising the price would sell more bags to affluent customers. And that may help our bottom line. But it would keep many people from considering buying a MNML GOLF bag. And that means they would buy a bag with native, oil-based nylon, sh!++y zippers, and a stand that won’t last 50 rounds. And that’s bad for all of us.

Yes, magnets are better. Yes, they cost more. Yes, retail price is perceived as relative to value. But in this case, we’ll just have to work harder to let you know our bags are better. Because I don’t want kids choosing crappy products that will be in a landfill within two years.

Challenging Relativity,

Sam Goulden, Founder, MNML GOLF