Every entrepreneur needs to recognize that setting a price is not a “one-and-done” exercise. Pricing must and should be revisited frequently because of a variety of changing factors, such as the addition of new channels, product improvements, increased brand equity or a change in target markets. One critical yet overlooked reason to revisit pricing is the role it plays in the overall business-building process. Startups go through several distinct stages in the process of becoming businesses. It’s important to recognize that pricing supports a different objective at each stage.