I think you have to know your area and your market, as angelina has said, she is salon based and her prices for her area are made on that basis.
Because she has a good client base and delivers a good service when she has to increase her prices, because of product price increase etc, she wont suffer for it.
You have said that in your area the going rate is £25. So if you were to put your fliers out stating that you do tans for £20 and this price includes all the sticky feet etc I think you should do ok. You could say its an introductory offer, or first 50 clients, not because you intend to change your price, but because human nature is to love a good deal and it helps to drum up that first few clients who will do the word of mouth bit.
Again I'll refer to angelina, one of the reasons she is successful is because she has her customer care skills, ie she makes them feel special, she's friendly and she's good at what she does. These skills are vital in our business
Around my area, the going rate is £20. But, spray tan parties are the normal way the mobiles work. The price for this is hostess free providing she supplies 6 friends and they get their tans for £16 each. So as you can see there is not that much difference from what angelina charges and its for the same reason, lower overheads. If its done right, you can get tanning circles going, so every 10 to 14 days you see the same 7 clients at a different house with one of the group getting a free tan and the rest get their group discount.
Hope this helps hun:hug: