her pricing system
Get access · $297

HER Pricing System · by Her New Era

Pricing built for independent beauty pros.

A guided system that takes your real life, your business and your time, and gives you the right price for every service on your menu. Created by Joanna Idaly, independent stylist and founder of Her New Era.

Get lifetime access · $297

Early bird price for the first 50 buyers. Regular price $499. One payment, yours for life.

At your own paceSave and come back any time
Your Pricing Plan by emailA PDF you can keep and print
Update it for lifeWhen your life changes, so do your prices
A message for your clientsIn English or Spanish

Why pricing feels so hard

Your pricing was built for a salon you don’t work in anymore.

There is no standard for pricing in the beauty industry. Most of us learned to price inside a traditional salon, or we looked at what the pro down the street charges and added $10.

A traditional salon makes its money on volume. Many chairs, shared rent, a front desk, walk-in clients. When a client cancels, the salon barely notices.

You have one chair, one schedule and one paycheck. Volume can’t carry you, so your prices have to.

Traditional salonYou, independent
ChairsManyOne, yours
Rent and insuranceSplit across the teamAll yours
New clientsWalk-ins, a front desk, the salon’s nameYou find every one
A cancellationSpread across the teamComes out of your pay
Admin and marketingSomeone else does itYou do it, unpaid
Prices built forVolumeYour life and your business

The gap

Nobody built the math for independent pros.

Look up how to price your services and you’ll find opinions. Charge your worth. Check what others charge. Raise your prices every January. None of it starts with your rent, your kids, your health insurance or the weeks you want off.

HER Pricing System does. Joanna built it after years of being fully booked and still coming up short. She has taught it to stylists one-on-one and in group classes. Now it’s a system you can work through on your own, at your own pace.

A system, not a calculator

Built so you can explain every dollar of your prices.

A pricing calculator asks for a number you already guessed. HER Pricing System walks you through everything your prices have to pay for, one piece at a time.

A pricing calculatorHER Pricing System
Starts withAn hourly rate you guessWhat your life and your business really cost
Taxes, time off, card feesUsually left outCounted, one by one
Maternity leaveNot therePlanned and saved for, a little each month
What you getOne numberA full Pricing Plan with a price for every service
Telling your clientsYou’re on your ownA rollout plan and a message ready to send
When life changesStart from zeroUpdate your answers and get a new plan

How it works

Five chapters, at your own pace.

Each chapter opens with a note from Joanna and ends with a number you’ve probably never seen before. Your answers save as you go.

1

Your life

Rent, car, groceries, childcare, health insurance, debt, savings. If you split bills with a partner, you set your share of each one. Then what to set aside for taxes.

You leave with what you need to earn each month, before taxes.

2

Your business

Your space, insurance, licenses, tools, apps, marketing and education. Then a growth goal if you want one, and maternity leave if you’re planning for it.

You leave with your Anchor Number, what your business needs every month.

3

Your time

The days and hours you want to see clients, and the days you want off.

You leave with your minute rate, what each minute with a client has to earn.

4

Your services

Each service on your menu, how long it really takes, and what the product costs you.

You leave with a starting price for every service.

5

Your plan

You choose your final prices and check them against your goals. Everything comes together in your Pricing Plan, with a rollout plan and a message for your clients.

You leave with your Pricing Plan on screen and in your email.

Your Pricing Plan

What you walk away with.

Your plan carries your name and your business. It’s emailed to you as a PDF, so you can keep it and print it.

Lifetime access

When your life changes, your prices should too.

You pay once. Log back in any time, update your answers, and a new Pricing Plan lands in your inbox.

Your rent goes upUpdate one number and see what each service needs now.
You move into a suiteNew space, new costs, new prices that cover them.
You’re having a babyPlan your leave and set aside for it before it starts.
You go from five days to fourSee what it takes to earn the same in less time.
You add a new servicePrice it right from the first appointment.
A new year startsRun your plan again with this year’s numbers.
Joanna Idaly seated on a black chair in a studio

Meet Joanna

I built this because I needed it.

I’ve been a hairstylist for 19 years and a business owner for 11. For a long time I was fully booked, always working, and still not sure where the money was going.

When I finally sat down with my real numbers, the problem was clear. I had never built a pricing system. I priced by feel, adjusted when things got tight, and hoped it would add up.

HER Pricing System is the system I built for my own business. I’ve walked stylists through it one-on-one and in group classes. Now you can work through it on your own time.

I believe we should be able to build successful businesses without being available for them 24/7. Prices that cover your real life are where that starts.

Joanna Idaly

Hairstylist in Elgin, Illinois, and founder of Her New Era

19 yearsbehind the chair
11 yearsas a business owner
Founder of Her New Erasupporting independent beauty pros
Taught one-on-oneand in group classes

Is it for you

Who HER Pricing System is for.

It’s for you if

  • You’re independent: booth renter, suite owner, home studio or your own salon.
  • You set your prices by feel, or by what others charge.
  • You’re busy and still not sure your prices cover your life.
  • You want to plan for the big things, like time off or a baby.
  • You’re ready to look at your real numbers.

It’s not for you if

  • You work on commission and the salon sets your prices.
  • You’re looking for motivation more than math.
  • You aren’t ready to look at what you really spend.

Get started

Know what to charge, and why.

One payment gives you HER Pricing System for life. Work through it tonight, and come back every time something changes.

  1. Check outPay once with a card.
  2. Start Chapter 1You go straight in after paying. Your answers save to your account as you go.
  3. Come back any timeSign in with your email and a code we send you. No password to remember.
  4. Get your Pricing PlanOn screen when you finish, and in your inbox as a PDF.

HER Pricing System

$297Early bird price, first 50 buyers$499
  • The full five-chapter guided system
  • Your Pricing Plan on screen and emailed as a PDF
  • A price for every service on your menu
  • Maternity leave and time-off planning
  • A client message in English or Spanish
  • Lifetime access to update your plan

One purchase is for one beauty pro. Your plan carries your name. All sales are final.

Already bought it? Sign in.

Questions

Before you start.

Is this a course?

No. There are no videos to sit through. It’s a guided system you fill out at your own pace, with notes from Joanna along the way. When you finish, you have your Pricing Plan.

How long does it take?

It depends on how close at hand your numbers are. Have your bank statements, your lease and your service list nearby. Your answers save as you go, so you can do one chapter tonight and the next one tomorrow.

I’m not a numbers person. Can I do this?

Yes. You enter what you spend and how you want to work. HER Pricing System does the math and explains every number in plain words.

Does it work for nail techs, lash artists and estheticians?

Yes. If you’re independent and charge by service, the system works the same way. You list your own services, how long they take and what the product costs.

I’m just starting out. Is it too early?

It’s a good time. Enter the schedule you want to keep and the costs you have now, and your plan shows what to charge from your first client.

How do I get my Pricing Plan?

You see it on screen as soon as you finish, and it’s emailed to you as a PDF you can keep and print.

What does lifetime access mean?

You pay once. Log in any time to update your answers, and a new Pricing Plan is emailed to you. There’s no subscription.

How do I sign in?

With the email you used at checkout. We email you a 6-digit code each time. There’s no password to remember.

Can I share it with a friend?

Each purchase is for one beauty pro. Your plan carries your name and goes to your email. If a friend wants her own plan, send her here.

Can I get a refund?

All sales are final. If something isn’t working for you, email hello@hernewera.co and we’ll help.

Will raising my prices scare clients away?

Your plan doesn’t tell you to raise everything at once. It gives you a starting price for each service, and you choose your final price. It shows which services fall short and by how much, and gives you a rollout plan and a message to send. You decide the pace.

Is my information private?

Yes. Your numbers are only used to build your plan. We never share them.

HER Pricing System

Your prices should pay for your life.

Five chapters at your own pace, and a plan you can update for as long as you’re behind the chair.

Get lifetime access · $297

Early bird price for the first 50 buyers. Regular price $499.