President’s Post – October 2025

A Reality Check on Pricing: It’s Not Always What You Think

The Season Shift

October already! With daylight savings in full swing, the days are longer, the weather’s warming up, and summer’s not far off. I love this time of year – there’s a real buzz with mowers humming in the evenings, kids’ sports back in full swing, and that extra daylight to get things done. For me, it means Monday nights on coaching my son’s touch team and a Sunday arvo run-around at training. It’s a bit of chaos—but the good kind.

Work’s been steady, and as the weather improves, installs are getting a little easier to juggle. On the business side, I’ve just finished setting up our N3 accounts—another 2c per litre off fuel (about $100 a year for us), plus more savings on the regulars: timber, concrete, electrical. If you haven’t checked it out yet, it’s worth a look. I’m loving the extra dollars in my back pocket.

The Pricing Panic

Not long ago, I had a phone call from someone I know well in the industry, and he was fired up. One of his long-time clients had jumped ship to another signwriter down the road. Same job, same specs, but cheaper. “They’re wrecking the industry,” he said. “Undercutting everyone. Selling signs for peanuts – What’s the NZSDA going to do about it?”

Sound familiar? Maybe you’ve had these same thoughts and conversations.

Maybe you’ve shaken your head at the garage-based operator charging 30% less than you. Or cursed the big outfit down the road with flash expensive gear and a dozen staff pumping out signs at prices you can’t buy the materials for. It’s easy to get caught up in that emotion – frustration, disbelief, maybe even fear. But if we can hit pause for a second, there’s a more helpful way to look at it.

Different Models, Different Maths

Let’s unpack it.

You’re running a tidy shop in town. Three staff, modern solid gear. You price a 2400x1200mm ACM panel with a five-year vinyl print: $570 (as per NZSDA Price Guide). Now a one-man band from his garage quotes $455. Twenty percent cheaper. “He’s a cowboy,” you think.

But the twist? He might make more profit than you. No rent, no wages, no overheads like yours. Older gear, sure – but his model works, he knows his margins and this is the lifestyle business he always wanted.

Next week, you price a 2400x1200mm coreflute sign: $160. Then hear you lost the job to the big shop down the road – they did it for $80. Half your price. Outrageous?

Maybe not. They printed direct to substrate in two minutes. No vinyl. No lam. No mounting. While you’re still finishing one sign, they’ve pumped out 15 just like it. It’s not unfair- it’s just efficient. Their scale gives them speed and economy you might not have, and that’s okay.

What You Don’t See in the Numbers

So, are they the bad guys? Is the solo signee the villain? Not necessarily. They’ve just built their businesses differently. Their pricing reflects their structure, not yours. And that’s the trap—we compare prices without understanding the backstory.

The frustration is real – but it’s often misplaced. Most of the time, they’re not out to wreck the industry. They’re just making it work with the tools and setup they’ve got. And honestly? You might be more expensive on one job and cheaper on another. That’s just business.

Know Your Numbers

Pricing isn’t about what a job “should” cost. It’s about what it costs you. Your break-even. Your strengths. Your efficiencies.

This is where the NZSDA Price Guide comes in. It’s not about telling you what you must charge, but it gives you a solid rule of thumb for where pricing tends to sit around the country. It’s a reference point, a self-check, and sometimes even a great way to start a conversation with a client before you’ve sunk hours into quoting.  If you haven’t opened it lately, give it a look. It won’t dictate your rates, but it gives a solid benchmark, especially when you’re second-guessing.

Here are a few takeaways and things to consider:

• Hourly rates for designers, installers, and production should reflect actual costs: wages, rent, ACC, insurance, depreciation. If you’re under $80–$120/hr, maybe check your maths.
• Material mark-ups: 25–50% is pretty common. If you’re only charging what you pay, I guarantee you’re losing money.
• Overheads: Admin, power, downtime – this stuff all adds up. If it’s not allowed for in your pricing, it’s coming out of your pocket.

Your edge might not be price, so don’t get too hung up on what others are doing – it might be service, your creativity, the relationships, your reliability. Know what makes you different and lean into that.

So instead of pointing fingers or panicking, get smart. Price with purpose. Build from your strengths. The customer doesn’t always choose the cheapest – they choose what makes sense to them.

On Membership and Master Sign Makers

I was stoked to see a good list of new members last month. The more people discover the massive value in what NZSDA is doing, the more people want in.

And to those working on their Master Sign Maker applications – awesome work. I can’t wait to see the list grow. you’re helping lift the standard for the whole industry. This accreditation isn’t just a title; it reflects pride in our craft, accountability in our work, and years of earned experience. If you’re considering membership or want to chat about the process, get in touch. And if there’s a topic you’d like me to cover in the next update, flick me an email—I’m always up for keeping these chats relevant and real.

Enjoy the longer days. And take the wins where you can find them.

See you out there,

Logan Sutton
Creative Director – Future Grafix
President – NZ Sign & Display Association