I get $6.50 a sqft for a full broadcast chip floor. The 100 % solids base is poured on at 100-150 sqft per gallon and the chip rate is 55 lbs per 300 sq ft. We then top coat it with 98% solids Polyaspartics at the same rate.
I could sell it cheaper by;
a. rolling it on at 400 sqft per gallon (save myself alot of chemical)
b. Use 10 lbs of chips per 500 sqft (save alot in chips)
c. dilute my epoxies with solvents to get a better spread rate (good trick to rip unsuspecting clients off)
d. Not offer a 10 year guarrantee
e. acid etch (Lets see, use $5 of acid or $15k of prep equipment, which would prep better, hmmm.....)
f. Use cheaper epoxies
g. Use cheaper urethanes
h. Not use any top coat, ala U-coat it
i. not repair any cracks properly
Any or all of these could make me sell my work for cheaper. But I decided a long time ago that my work is worth more.
Lastly, putting up prices like that and openly scoffing at what a pro charges in a certain area, is in my opinion counter productive for our business in general. You can't compare the cost of doing business in a metro area compared to a very rural area. There are too many factors that come into play when comparing price quotes from NYC and St. Petersburg Florida. (just picked areas from the sky, not pointing fingers or calling anyone out) Not only in material but in overall cost of doing business. If you are a pro and want to sell your product and service at a certain price, than good for you. You do not represent the rest of the country.
A good company will last not by cheapening his or her prices but rather providing quality, workmanship and standing behind his or her work. You'd be surprised how many people will pay more for those exact qualities.