When technicians go out on their own, I think they have a hard time understanding what they are worth. They probably learned their skills in school. Hopefully, they have some hands on experience. Then they typically go out on their own in order to experience more freedom. Then reality sets in. They get afraid because it seems like everyone is competing with them. They probably think that the best solution is to charge a lower price. They can always work harder. What they typically experience is no freedom at all. They start wishing they had their old job back and they fail.
My goal is to stop this cycle. I have been on this same journey and over the last few years, I have had to take my time to understand the right mindset that it takes to run a business. During this time, I also developed a process to make it easier to run my business. And finally, I found some tools that help me stand out no matter what I charge for my services.