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Strong advice, thanks! Reminds me of a story I heard from a building contractor about bidding jobs. He was saying that if you aren't embarrassed by the bid amount then it is probably too low. ;-)
This first go around has certainly been an education and you're right about the time spent. Lots of messages, lots of effort keeping track of things and planning shipping materials. I just ordered cooler boxes because I ran out of what I could scrounge. That's $5-$10 per shipment right there, before heat packs, FedEx, and time spent.
Next time around I'll probably set a lower 'flat rate' on shipping and increase the coral prices. I had been thinking the larger colonies were worth MORE per head than the small ones, just because of the higher immediate visual impact. But the demand response I've seen didn't bear that out.
You mean a pattern like:
1-4 heads = $20/head
5+ heads = $15/head
Right? Then maybe do a flat rate shipping of $40 instead of $50.
The Arrive-Alive insurance that ShipYourAquatics offers only covers losses due to FedEx delays and has many requirements stipulated. Hardly seems worth the effort to offer.