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It often surprises business owners who aske me for help starting to sell online when I ask them for a copy of their price list.

What I’m looking for is a list of all the products that they think they are going to sell, with a price against each one that is expressed in terms of a “unit” of that product.

What do I mean by a “unit”?

Well, an apple might be a “unit”, and a pack of 6 apples might be a “unit”. What that allows us to do is create a price list that looks like this:

Apple (single): £0.50
Apple (pack of 6): £2.50

It’s not too big a step then to imagine how we would convert our price list into a basic order form (basically by doing no more than adding a quantity column) – and that, fundamentally, it what an online shop is!

The situation I’m trying to avoid is the one where our price list expresses things in terms of something like:

Apples: £1.50 per kg

Why is this a problem?

Well, it works perfectly well in a face-to-face situation because you compile your customer’s order whilst they are there, note the price that the apples you’ve weighed out cost, and then charge them that much. They are right in front of you, so they know you’ve weighed out 1.1kg of apples and so they pay you £1.65.