188 / IT'S YOUR BIZ Risk Management Association (RMA) to get averages. The informa- tion is also available online via the RMA website, www.rmahq.org. Don't Sell Yourself Short Often one of the big mistakes new business owners make is not charging enough for their services. Sometimes it's because they don't understand their cost structure, and sometimes it's because they are so desperate for the business that they're afraid to charge more. Regardless of the reason, charging too little is not a good idea. It will not bring you more business and it may actually drive business away. If you believe your product or service offers customers great value, then trust that customers will pay for what they perceive is of value to them. Your challenge is to communicate the value you offer. Alternatively, if you charge bargain-basement prices, not only do