The Pre-ICO prices seem high, however, if you think about the marketing and developing cost of a true WeChat, WhatsApp and PayPal killer it is rather small. Promoting a new Instant messenger like Echo on a global scale costs millions... Integrating BlockPay in major ERP & POS software solutions from GK Software, SAP, Ingenico, NCS and much more requires high license fees. 5 to 6 diggets per month just to be added in their hardware terminals...
We followed the success of the HEAT, Peerplays, Lisk, Wave ICO etc. very closely. I decided to set up a fixed price for this first ICO so that we can ensure we get the minimum amount we need to progress, but don´t get killed by the tax bill after the ICO. In comparison to many other ICO on this platform, we are publicly showing our registered company name, address, Nr etc. and are fully incorporated and will pay the taxes for this crowdfunding. CCEDK has proven to be a solid partner in the ICO space and provides an all-in-one Service for startups like us. They handle, the Token creation & distribution, multisig escrow, marketing, sales of tokens and much more. We are happy to use the CCEDK service since it saves us a lot of time.
You can't just set a fixed price, because you don't know what the real market price is. Talking about expenses doesn't justify this.
Why not just raise BTC and see how much the market values theses tokens? If you are worried about being underfunded, leave something like 10% of new coins for yourself to fund future development. When the coin hits the exchanges you will get the real valuation of your work.
Without knowing the real price you will not be able to see whether your business is profitable or not.