White-label only works if the margin works. The good news is that the math is simple once you choose a model and price with intent rather than guesswork.
The three pricing models
- Cost-plus markup: take the wholesale rate and mark it up two to three times. Simple and transparent.
- Value-based: price against the outcome and the client budget, not the cost. Best for high-impact work.
- Retainer bundles: package several services into a monthly fee for predictable, recurring margin.
A quick example
Say a service costs you eight hundred dollars wholesale. Billing the client three thousand dollars leaves a recurring margin of well over two thousand every month, before you have hired anyone. Multiply that across a handful of clients and the model funds your growth.
Protect the margin
Avoid competing on price. Anchor on the result, keep your wholesale costs predictable with a partner who quotes clearly, and favor retainers over one-off projects so the margin recurs.
Key takeaways
- Pick a model: cost-plus, value-based, or retainer bundles.
- A two-to-three-times markup is a healthy starting point.
- Recurring retainers compound margin far faster than one-off work.