“For most small businesses, they're underpriced 30 to 300%. In those 1,600 businesses we've analyzed, you want to know how many were overpriced? Zero. There was not a single one.”
Motley Fool Hidden Gems Investing · October 2026
Sanchez is walking through what she calls the 12 profit levers, built from running about 1,600 small businesses through her system. Pricing comes first: before chasing leads or new customers, she says, most owners are simply charging too little.
Transcript
…proven to make businesses profitable and cash flowing for decades and apply them to normal small businesses without having to take part of their company when we do it? And that is what owner be owned is, is a system I wish I had back when I thought it was really miserable to run one business too.
Yeah, talk us through some of those systems. You know, you're speaking with a small business owner. Their business is not profitable. They're trying to scale. What tends to be the issue there? And then what are the solutions that your system presents?
…three things is holding you back from being as profitable as you want to be. And the first one is actually quite easy. You don't have to get another customer. You don't have to spend another dollar. It's just your pricing is probably wrong. This is not that sexy to talk about. Everybody wants to talk about leads and sales and offers. Okay, fine. If you're an incredible salesperson, do that. But for most small businesses, they're underpriced 30 to 300%. In those 1,600 businesses we've analyzed, you want to know how many were overpriced? Zero. There was not a single one. And this is cross-industry that was overpriced in their market based on like market-based pricing. So first is your prices are probably too low and you probably don't have enough high ticket prices. Number two is in your business right now, you're probably selling to the wrong persona. So, you're probably selling to somebody who is like you as opposed to your richest potential customer. And…
One of the things that struck me from your book was this idea that a highly successful quarter, but also a deeply burned out business owner can be identical on a standard PL statement. So, if you're an analyst or an investor, you're looking past that surface level revenue. How can you see if an…
In our world, we say that to be the hero in your business is to be addicted to heroin. Because if you are the single key man risk in your business and everything surrounds you, you have probably a too low-paying job with a terrible boss you can't escape yourself. And so, the main thing you're…
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