{"id":908,"date":"2025-07-28T08:59:04","date_gmt":"2025-07-28T06:59:04","guid":{"rendered":"https:\/\/financniprirucka.cz\/?p=908"},"modified":"2025-07-28T08:59:05","modified_gmt":"2025-07-28T06:59:05","slug":"jak-nastavit-cenu-svych-sluzeb-nebo-produktu-prestan-prodavat-pod-cenou","status":"publish","type":"post","link":"https:\/\/www.financniprirucka.cz\/?p=908","title":{"rendered":"Jak nastavit cenu sv\u00fdch slu\u017eeb nebo produkt\u016f: P\u0159esta\u0148 prod\u00e1vat pod cenou"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Jedna z nej\u010dast\u011bj\u0161\u00edch chyb za\u010d\u00ednaj\u00edc\u00edch podnikatel\u016f?&nbsp;<strong>Nastav\u00ed si p\u0159\u00edli\u0161 n\u00edzk\u00e9 ceny.<\/strong><br>Boj\u00ed se, \u017ee je nikdo nekoup\u00ed, cht\u011bj\u00ed \u201eb\u00fdt dostupn\u00ed\u201c nebo podce\u0148uj\u00ed vlastn\u00ed hodnotu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00fdsledek?<br>\u27a1\ufe0f Nejsou ziskov\u00ed.<br>\u27a1\ufe0f P\u016fsob\u00ed ned\u016fv\u011bryhodn\u011b.<br>\u27a1\ufe0f Vyd\u011bl\u00e1vaj\u00ed m\u00e9n\u011b, ne\u017e kdyby z\u016fstali v zam\u011bstn\u00e1n\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Poj\u010fme se pod\u00edvat,&nbsp;<strong>jak spr\u00e1vn\u011b nastavit cenu<\/strong>, kter\u00e1 bude f\u00e9rov\u00e1, udr\u017eiteln\u00e1 a konkurenceschopn\u00e1.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udd27 1. Spo\u010d\u00edtej si n\u00e1klady<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Za\u010dni od z\u00e1klad\u016f:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Kolik t\u011b stoj\u00ed v\u00fdroba \/ \u010das \/ provoz?<\/li>\n\n\n\n<li>Jak\u00e9 m\u00e1\u0161 fixn\u00ed n\u00e1klady (software, \u00fa\u010detnictv\u00ed, marketing)?<\/li>\n\n\n\n<li>Kolik hodin m\u011bs\u00ed\u010dn\u011b m\u016f\u017ee\u0161 fakticky odpracovat?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udccc&nbsp;<strong>P\u0159\u00edklad:<\/strong>&nbsp;Pokud chce\u0161 vyd\u011blat 40 000 K\u010d \u010dist\u00e9ho, ale zvl\u00e1dne\u0161 za m\u011bs\u00edc 80 hodin placen\u00e9 pr\u00e1ce, tv\u00e1 hodinov\u00e1 sazba mus\u00ed b\u00fdt min. 500\u2013600 K\u010d (v\u010detn\u011b rezervy na dan\u011b a n\u00e1klady).<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udcbc 2. Nezapome\u0148 na \u201enefakturovateln\u00fd \u010das\u201c<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Podnik\u00e1n\u00ed nen\u00ed jen placen\u00e1 pr\u00e1ce. Tr\u00e1v\u00ed\u0161 \u010das i:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>administrativou<\/li>\n\n\n\n<li>komunikac\u00ed<\/li>\n\n\n\n<li>u\u010den\u00edm<\/li>\n\n\n\n<li>marketingem<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u2705 Zapo\u010d\u00edtej si tento \u010das do ceny. Jinak ti bude produktivita \u201eut\u00edkat\u201c mezi prsty.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83e\udde0 3. Prod\u00e1vej hodnotu, ne \u010das<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Lid\u00e9 neplat\u00ed za 1 hodinu pr\u00e1ce \u2013 ale za&nbsp;<strong>\u0159e\u0161en\u00ed probl\u00e9mu<\/strong>&nbsp;nebo&nbsp;<strong>v\u00fdsledek<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udccc P\u0159\u00edklad:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Neplat\u00edm grafikovi za 3 hodiny pr\u00e1ce, ale za to, \u017ee vytvo\u0159\u00ed logo, kter\u00e9 zaujme z\u00e1kazn\u00edky.<\/li>\n\n\n\n<li>Neplat\u00edm \u00faklidov\u00e9 slu\u017eb\u011b za mop, ale za to, \u017ee m\u00e1m \u010dist\u00fd byt bez starost\u00ed.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u27a1\ufe0f Neboj se cenit v\u00fdsledek, ne jen odpracovan\u00fd \u010das.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udd0d 4. Pod\u00edvej se na konkurenci \u2013 ale nekop\u00edruj<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udcc9 Kop\u00edrov\u00e1n\u00ed ceny konkurence bez kontextu m\u016f\u017ee b\u00fdt past:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nev\u00ed\u0161, jestli jsou ziskov\u00ed<\/li>\n\n\n\n<li>Nev\u00ed\u0161, jakou maj\u00ed kvalitu<\/li>\n\n\n\n<li>Nev\u00ed\u0161, jak\u00fd maj\u00ed p\u0159\u00edstup k z\u00e1kazn\u00edkovi<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u2705 Ud\u011blej si p\u0159ehled \u2013 a pak nastav cenu podle&nbsp;<strong>tv\u00e9 hodnoty, n\u00e1klad\u016f a c\u00edlovky<\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udcac 5. Komunikuj, pro\u010d za to stoj\u00ed\u0161<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">D\u016fle\u017eit\u00e1 je nejen cena, ale i&nbsp;<strong>vn\u00edm\u00e1n\u00ed hodnoty<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00e1kazn\u00edk ochotn\u011b zaplat\u00ed v\u00edc, kdy\u017e:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ch\u00e1pe, co dostane<\/li>\n\n\n\n<li>v\u00ed, co t\u00edm vy\u0159e\u0161\u00ed<\/li>\n\n\n\n<li>v\u011b\u0159\u00ed ti<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u27a1\ufe0f Bu\u010f transparentn\u00ed. Uka\u017e, co je v cen\u011b. Pou\u017e\u00edvej recenze, uk\u00e1zky, p\u0159\u00edpadov\u00e9 studie.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udca1 6. Zva\u017e cenov\u00e9 varianty<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ne ka\u017ed\u00fd z\u00e1kazn\u00edk m\u00e1 stejn\u00fd rozpo\u010det. Zva\u017e:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>z\u00e1kladn\u00ed varianta<\/li>\n\n\n\n<li>roz\u0161\u00ed\u0159en\u00e1 slu\u017eba<\/li>\n\n\n\n<li>pr\u00e9miov\u00fd bal\u00ed\u010dek<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udccc To ti umo\u017en\u00ed oslovit \u0161ir\u0161\u00ed skupinu lid\u00ed bez sni\u017eov\u00e1n\u00ed hodnoty.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\u274c 7. Nen\u00ed tvoje cena podez\u0159ele n\u00edzk\u00e1?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159\u00edli\u0161 levn\u00e1 nab\u00eddka m\u016f\u017ee p\u016fsobit:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ned\u016fv\u011bryhodn\u011b (\u201ekde je h\u00e1\u010dek?\u201c)<\/li>\n\n\n\n<li>pod\u0159adn\u011b (\u201ebude to odfl\u00e1knut\u00e9\u201c)<\/li>\n\n\n\n<li>nepodnikatelsky (\u201eten \u010dlov\u011bk se necen\u00ed\u201c)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u2705 Pamatuj: Cena je i&nbsp;<strong>sign\u00e1l kvality<\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">\u2705 Shrnut\u00ed: Tvoje cena by m\u011bla b\u00fdt:<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u2714\ufe0f Postaven\u00e1 na re\u00e1ln\u00fdch n\u00e1kladech<br>\u2714\ufe0f Odrazem hodnoty, kterou p\u0159in\u00e1\u0161\u00ed\u0161<br>\u2714\ufe0f Srozumiteln\u00e1 a obh\u00e1jen\u00e1<br>\u2714\ufe0f Udr\u017eiteln\u00e1 \u2013 pro tebe i tv\u00e9 podnik\u00e1n\u00ed<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83e\uddfe BONUS: Praktick\u00fd checklist p\u0159i nastavov\u00e1n\u00ed ceny<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u2705 Zn\u00e1\u0161 svoje n\u00e1klady?<br>\u2705 V\u00ed\u0161, kolik chce\u0161 vyd\u011bl\u00e1vat m\u011bs\u00ed\u010dn\u011b?<br>\u2705 M\u00e1\u0161 zapo\u010d\u00edtan\u00fd \u010das nav\u00edc (komunikace, p\u0159\u00edprava, u\u010den\u00ed)?<br>\u2705 V\u00ed\u0161, co stoj\u00ed konkurence?<br>\u2705 Ch\u00e1pe z\u00e1kazn\u00edk hodnotu tv\u00e9 nab\u00eddky?<br>\u2705 Um\u00ed\u0161 si za svou cenu st\u00e1t?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jedna z nej\u010dast\u011bj\u0161\u00edch chyb za\u010d\u00ednaj\u00edc\u00edch podnikatel\u016f?&nbsp;Nastav\u00ed si p\u0159\u00edli\u0161 n\u00edzk\u00e9 ceny.Boj\u00ed se, \u017ee je nikdo nekoup\u00ed, cht\u011bj\u00ed \u201eb\u00fdt dostupn\u00ed\u201c nebo podce\u0148uj\u00ed vlastn\u00ed hodnotu. V\u00fdsledek?\u27a1\ufe0f Nejsou ziskov\u00ed.\u27a1\ufe0f P\u016fsob\u00ed ned\u016fv\u011bryhodn\u011b.\u27a1\ufe0f Vyd\u011bl\u00e1vaj\u00ed m\u00e9n\u011b, ne\u017e&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-908","post","type-post","status-publish","format-standard","hentry","category-rady-a-navody"],"_links":{"self":[{"href":"https:\/\/www.financniprirucka.cz\/index.php?rest_route=\/wp\/v2\/posts\/908","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.financniprirucka.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.financniprirucka.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.financniprirucka.cz\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.financniprirucka.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=908"}],"version-history":[{"count":1,"href":"https:\/\/www.financniprirucka.cz\/index.php?rest_route=\/wp\/v2\/posts\/908\/revisions"}],"predecessor-version":[{"id":909,"href":"https:\/\/www.financniprirucka.cz\/index.php?rest_route=\/wp\/v2\/posts\/908\/revisions\/909"}],"wp:attachment":[{"href":"https:\/\/www.financniprirucka.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=908"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.financniprirucka.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=908"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.financniprirucka.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=908"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}