I think Paul Graham said it best. As much as you can where customers complain but still pay ;–) No easy answer other than to market test and compare with other options available on the market and your positioning (up stream product to charge more versus cheap option in the market).
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A good book I read recently was "Don't Just Roll the Dice: How to price your software Business". Its has great insight how to think through and test your price options!
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Quick correction, its called, Don't Just Roll The Dice - A Usefully Short Guide to Software Pricing"
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