Raising Prices Mindset
The Price Is Right (Even When It Feels All Kinds of Wrong): Why you Need to Raise Your Prices
You’re standing at the school gates, nervously clutching a coffee that’s gone cold because you’ve been up since 5am prepping for classes, planning your rota, and panicking over whether you can really charge an extra 50p a session without sparking a local riot.
You’ve done the sums. You know you need to raise your prices. But your stomach’s doing backflips, your inner people-pleaser is screaming, and you’re already picturing angry parent emails with subject lines like “Really?!”
Sound familiar?
You’re not alone. For children’s activity providers, price increases can feel like standing on a wobbly stool trying to change a lightbulb in heels—wobbly, risky, and not something you look forward to.
Let’s talk about why it feels so scary, why it’s absolutely essential, and how to do it without losing sleep (or customers).
Let’s start with the fear, shall we?
Raising prices can feel like betrayal, can’t it? Like you’re somehow punishing loyal families or asking too much for what you do. There’s a voice in your head whispering, “Will they think I’m greedy? Will they leave? Will they go to someone cheaper down the road?”
Now, here’s the reality check: That voice is rarely right.
When Dr Jenni ran her own children’s activity business, she had the same fears. The first time they increased their prices, she fully expected tumbleweeds and refund requests. Instead? More sign-ups.
Why? Because people attach value to cost. When the price is too low, people wonder if it’s any good. Raise the price, and suddenly it feels worth more.
(Think about it—ever been suspicious of a suspiciously cheap haircut? Exactly.)
That price increase signalled professionalism, confidence, and quality. And guess what? Parents didn’t blink. In fact, attendance increased. People trusted them more because they priced like they were worth it. And they were.
Why regular price increases matter
Here’s the kicker: if you leave it too long, that one big leap feels like a punch in the bank account for parents. But if you build in small, regular increases each year—just like inflation does with your morning oat milk latte—it feels natural. Normal. Expected.
Regular increases keep you:
- Aligned with rising costs
- Positioned as a professional (not a hobbyist)
- Able to reinvest in your resources, training, and biscuits for staff meetings
And if you don’t? You’ll end up working more for less, burning out, and quietly resenting your business. (Been there. Got the emotionally-drained hoodie.)
Raising your prices isn’t greedy. It’s necessary. It’s what keeps your doors open, your team paid, and your classes full of joy rather than dread.
How to manage it like a pro
Okay, so how do you raise prices without causing a mass exodus?
- Give notice A month or more if you can. Let families know ahead of time so they can plan.
- Be clear, not apologetic You don’t need to justify every penny. You’re not a budget airline. Keep it simple: costs go up, and so must your prices.
- Remind them of the value Share what’s included, how much your team invests in training, safety, quality, etc. People forget. Tell them.
- Hold your nerve. Some may grumble. That’s okay. Most won’t. You’re running a business, not a charity (unless you are a charity, in which case you still need to pay the bills).
And remember, like Dr Jenni found out, price rises often increase commitment. One small jump led to better attendance, fewer cancellations, and more focused sessions. When people pay more, they value it more. It’s psychology, not witchcraft.
The takeaway?
Raising your prices might make your palms sweat, but it also might be the best business move you make this year.
Do it regularly, do it confidently, and do it with the knowledge that your work has real value. Not just to the kids you inspire, but to the families who trust you, and the team that relies on you.
You deserve to be paid well for the magic you deliver. So next time you feel that wobbly-stool panic, just remember:
The price is right.
Speak soon,
Dr Jenni Team ICAP