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2.40. Why is my vinyl graphic price so high?

I am doing a 4'x4' one color vinyl graphic, and get a price of $7.00 which seems too high to me. What do I do?

Our setup is a little different but we get a price of $10+. At any time you can double-click on the subtotals to see the'hard-numbers' or the expenses and profit you are making on the job.
You can try the following: placing your market level at 50% and the artwork complexity at 1%. This should bring the cost to around the $4+ range. At 50% the market level slider is neutralized, hence the program only calculates time and materials.
With this approach however, when you double-click on the subtotal box you see only a small amount of profit.
Another thing to look at is your hourly rate, and evaluate the possibility that it may be too high, and adjust accordingly.
One of the purposes of estimating software is to show you where you where you are under and over pricing your jobs. If the software comes up with a price that seems a bit high, one question to ask is: Have I been underpricing this type of sign? (or decal) as the case may be. Then tweak the software to where it gives you a price that you are more accustomed to and compare the numbers. This will give you a comparison to evaluate.