How often do you increase your prices? If you’re anything like the average female entrepreneur the answer is probably “never”, or “not for ages”. In fact, most women I know are totally undercharging in the first place, and that’s a recipe for burn-out and can even affect your positioning in the marketplace. Increasing your prices is something you need to do regularly as a business owner, and honestly it doesn’t need to be scary – so let’s look at how you can justify it to yourself and to your clients without feeling like bad.