Naomi Poe, founder of Better Batter Gluten Free Flour, says she knows the food business is price-sensitive, so she tried to price her specialty flour the same as regular flour, even though it meant that she lost money on every sale. To justify higher prices, Poe conducted blind tests proving that her products tasted better, and "not just [to] those who are gluten-free." Armed with test results plus "an unconditional guarantee as well as education and counseling," Poe increased prices by 20%, helping to cover expansion costs as the company grew by about 250% year-over-year.

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