I started as a Head of Sales 2+ months ago for a start-up company. First thing I did, aside from put some real processes in place, was increase pricing. Historically, ASP floated around $4-6k. Since I came from a competitor, I knew they were welllll under-valuing their product. I released new pricing in July, with the hopes of having our ASP increase to just about $10k. We just closed our biggest deal (so far) in company history at $16.5k :-). Needless to say, the CEO is happy with the price increase.