Sue’s business plan included an estimate of the price range to expect for her SportsTees. Before she wore her painted T-shirts to her school she spent many hours in the local malls searching for painted T-shirts that looked like her own creations. The closest products she found were some crude art works ironed on to poor quality T-shirts. And the cost of these T-shirts were $14. This piece of market research gave her an idea of the quality and prices of her competitors’ products. More important, it helped her give her fellow students an idea of what it would cost them to purchase SportsTees. She eventually quoted her customers a price of $10 for nice designs on a good quality T-shirt. For personalized SportsTees, she charged $15.