Sorry, but any large-scale product that isn't making about 50% markup is probably going to be short-lived.
It's simple business. It takes people a lot of time to get their head around it but that Coke you bought in a pub? It probably cost about 10p to pour, even it if wasn't watered down horrendously. Shocked? My father-in-law used to run several popular pubs and a restaurant in Cornwall for years and they would make more money out of the fruit machine in the pub than just about anything else (mainly because it's almost all profit). That hot-dog stand you bought a hot-dog from? You just gave him about five times what it cost him to make that hot-dog.
It took me years to believe it, back when I was self-employed, but the people who told me are right. You charge what people will pay and if they don't complain that it's steep, you can charge what you like. Selling items? Sell them at 50% markup to start with and adjust accordingly. Making money from eBay? Check exactly what you set as the minimum because, believe you me, you will make a loss if you just set it at a price you "think" is right (after packaging, time, printing out invoices, driving to the post office, posting, etc.)
As a full-time employed person, with good raises every year, I've still not managed to claw my way back up to what I was earning when I was doing the same job, self-employed, setting my own prices, working for the same places, and only working 2.5 days a week. Nothing to do with inflation, economic hard times, customer availability or anything else (I am still as in-demand as previously, and I only changed because I needed more guarantee of stability for a mortgage/family).
Business is about profit. That's not a crass, over-arching target to make all businessmen ruthless bean-counters. But if you're making a product and NOT selling it for twice what it cost you, you're playing at business. You need to fund the R&D for the next product, pay wages even if sales drop off, expand, source stock, advertise and everything else EVEN IF you're selling millions of your current product. It will not last and if you don't "save" as conscientiously as a person with savings, then you won't be able to stay in business for very long.
Seriously, people. Cover stock. Cover assembly. Cover testing. Cover distribution. Cover all the things to get the product out there. Then double the price when you actually sell it. Anything else is just selling your company short and doing your staff a disservice.
You really think it costs MacDonald's 99p to make that cheeseburger? If it's more than 40p per unit, I'll be amazed.