The value people perceive of your offer is the amount in monetary value they’ll pay. How much value do you perceive your service/product is worth?
Only you know how much you invest your time and utilize resources of significance to you and this pays off. Ideas are free I’ve heard on countless occasions, but once these are made tangible can have value to them.
Investing on your idea, which later becomes experience that the public buys into is determined by you. This can be in the form of time, money, association and refining your concept. Once concluded then you can proceed to implement the work required for the reward determinable by the experience offered.
The value perceived for your service is what people will give in exchange for it. Investing in your concept is determines what and how many people will pay for it.