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Freelance to Founder

Freelance to Founder

How Do You Price Yourself Without Underselling?

Sep 7, 2026 · 26 min · 12 segments

Aisha wants to charge what she's worth, but like most beginner freelancers, she isn't sure where to start. Preston Lee and Austin Church tackle the age-old pricing question head-on, walking through…

Aisha wants to charge what she's worth, but like most beginner freelancers, she isn't sure where to start. Preston Lee and Austin Church tackle the age-old pricing question head-on, walking through the pitfalls of using your old salary as a benchmark and the trap of pricing based on what your freelance friends charge. They introduce two numbers every freelancer needs — a survival rate and a dream rate — and explain how packaging your work, not just your hourly rate, can be the difference between charging $1 or $3 for the same lettuce. It's a practical, no-fluff guide to setting prices that keep you in business and paid what you deserve. Support our show sponsors -> ⁠⁠⁠⁠⁠https://freelancetofounder.com/sponsors⁠⁠⁠⁠⁠ Submit your own question -> ⁠⁠⁠⁠⁠https://freelancetofounder.com/ask⁠⁠⁠ Learn more about your ad choices. Visit megaphone.fm/adchoices

Aisha wants to charge what she's worth, but like most beginner freelancers, she isn't sure where to start. Preston Lee and Austin Church tackle the age-old pricing question head-on, walking through…

Speakers: Austin ChurchGuestPreston LeeHost

Spotify Apple Podcasts YouTube Amazon Music Website

Top entities: Freelancer×2 Hilton×6 Donald Trump×2 David Sirota×3 LinkedIn×2

Show signals: SuitabilitySafeBiasNot politicalAudience≈32k followers

Welcome and Guest Introduction0:08 – 1:16

Preston LeeHost

0:08

Hello and welcome to another episode of Freelance to Founder, where we help you start freelancing, grow your agency, and live the work life you've always wanted.

Preston LeeHost

0:16

You can send in your questions at FreelanceToFounder.com slash ask.

Preston LeeHost

0:21

I'm Preston Lee.

Preston LeeHost

0:22

I started freelancing 15 years ago.

Preston LeeHost

0:24

From there, I've built, grown, or sold a few successful businesses, and together with my guest co-hosts, I want to help you do the same.

Preston LeeHost

0:31

If you're ready to grow your service-based business into something bigger than yourself, if you're ready to go from freelance to founder, this show is for you.

Preston LeeHost

0:39

We're here answering your questions every single weekday.

Preston LeeHost

0:42

And in this episode, I'm joined again by a friend of the show, Austin Church.

Preston LeeHost

0:46

He runs the Freelance Cake Community, helping advanced freelancers earn six figures and build profitable, joyful businesses.

Preston LeeHost

0:54

Austin, welcome back to the show, my friend.

Austin ChurchGuest

0:56

Thanks for having me.

Austin ChurchGuest

0:57

Delighted to be here.

Preston LeeHost

0:59

Excited to have you again.

Preston LeeHost

1:01

Longtime listeners will recognize your voice and your expertise.

Preston LeeHost

1:05

You're one of my favorite guests.

Preston LeeHost

1:06

Don't tell anyone else.

Preston LeeHost

1:07

But I'm excited to have you on the show today.

Preston LeeHost

1:10

Why don't you quickly just remind people who you are, what you're working on.

Preston LeeHost

1:13

Let's lend some credibility to our conversation.

Preston LeeHost

1:15

Then we'll dive into today's question.

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FreelancerEntityJob title
96%2 mentions
HiltonCompanyHospitality company
89%6 mentions
Donald TrumpPerson45th and 47th U.S. President
82%2 mentions
David SirotaPersonAmerican journalist
75%3 mentions
LinkedInSoftware ApplicationSocial networking service
68%2 mentions
Nordstrom RackCompanyDepartment store chain
61%3 mentions
TheanineEntity
54%3 mentions
Kate Spade New YorkCompanyFashion company
43%2 mentions
Steve Madden, Ltd.CompanyFashion accessory company
43%2 mentions
MontanaAdministrative AreaUS state
32%2 mentions
Artificial intelligenceEntityProfessional field
25%1 mention
Harvard UniversityCollege or UniversityPrivate university in Cambridge, Massachusetts
18%1 mention
CaliforniaAdministrative AreaUS state
7%1 mention
Los AngelesCityCity in California
7%1 mention

Survival RateBusiness > Freelancing > Pricing Strategies > Rate Setting
Value PerceptionBusiness > Freelancing > Market Analysis > Competitor Pricing
Client TypesBusiness > Freelancing > Client Management
Corporate ClientsBusiness > Freelancing > Client Management > Client Types
Financial PlanningPersonal Development > Career Development > Freelancing
Dream RatePersonal Development > Career Development > Freelancing > Financial Planning
Client AcquisitionBusiness > Entrepreneurship > Cash Flow Management
Initial PricingBusiness > Entrepreneurship > Cash Flow Management > Client Acquisition
FreelancingBusiness
Client ManagementBusiness > Freelancing
Rate SettingBusiness > Freelancing > Pricing Strategies
Market AnalysisBusiness > Freelancing
Competitor PricingBusiness > Freelancing > Market Analysis
FreelancingPersonal Development > Career Development
Cash Flow ManagementBusiness > Entrepreneurship
Career DevelopmentPersonal Development
Personal Development
Pricing StrategiesBusiness > Freelancing
Business
EntrepreneurshipBusiness

Welcome and Guest Introduction0:08 – 1:16

Preston LeeHost

0:08

Hello and welcome to another episode of Freelance to Founder, where we help you start freelancing, grow your agency, and live the work life you've always wanted.

Preston LeeHost

0:16

You can send in your questions at FreelanceToFounder.com slash ask.

Preston LeeHost

0:21

I'm Preston Lee.

Preston LeeHost

0:22

I started freelancing 15 years ago.

Preston LeeHost

0:24

From there, I've built, grown, or sold a few successful businesses, and together with my guest co-hosts, I want to help you do the same.

Preston LeeHost

0:31

If you're ready to grow your service-based business into something bigger than yourself, if you're ready to go from freelance to founder, this show is for you.

Preston LeeHost

0:39

We're here answering your questions every single weekday.

Preston LeeHost

0:42

And in this episode, I'm joined again by a friend of the show, Austin Church.

Preston LeeHost

0:46

He runs the Freelance Cake Community, helping advanced freelancers earn six figures and build profitable, joyful businesses.

Preston LeeHost

0:54

Austin, welcome back to the show, my friend.

Austin ChurchGuest

0:56

Thanks for having me.

Austin ChurchGuest

0:57

Delighted to be here.

Preston LeeHost

0:59

Excited to have you again.

Preston LeeHost

1:01

Longtime listeners will recognize your voice and your expertise.

Preston LeeHost

1:05

You're one of my favorite guests.

Preston LeeHost

1:06

Don't tell anyone else.

Preston LeeHost

1:07

But I'm excited to have you on the show today.

Preston LeeHost

1:10

Why don't you quickly just remind people who you are, what you're working on.

Preston LeeHost

1:13

Let's lend some credibility to our conversation.

Preston LeeHost

1:15

Then we'll dive into today's question.