Doing Some "benchmarking valor hora" for Local Services?

Hi everyone,

I’m helping a friend who just opened a high-end pet grooming studio, and we are doing some benchmarking valor hora to set her launch prices.

We want her to be positioned as a premium, luxury option in the neighborhood, but we don't want to be so expensive that people are intimidated.

How do you handle benchmarking when there are no direct competitors in your immediate area?

Do you look at similar service industries like high-end hair salons? It’s a fun puzzle to solve, and I’d appreciate any creative advice you have!

Thanks in advance.