The default rates used in the HCA pricer are not suggested rates. As with all the default values, they are set only to allow the pricer to work if a user should inadvertently fail to input a value.
Each operator sets his or her own targeted hourly rates for initial cleaning assignments and recurring assignments by taking into account a number of unique factors which may include their local pay rates, overhead costs, and target profit margins.
For an operator of a professional house cleaning company, setting an official target hourly rate at a level which is higher than the Company's minimum acceptable rate, if flexibly applied, can allow the Company to price assignments in a way which appeals to a wider range of consumers, while still allowing it to capture the maximum total consumer surplus. To appreciate this concept, consider the figure below. The Company's own cost structure and constraints necessitate setting prices at the blue line to avoid losing money. To remain in business and earn a producer surplus (a profit), an operator can fix its price at the Equilibrium price. But to optimize profits, an operator might retain some flexibility in pricing. This is can be done by taking into account each consumer's price sensitivity (yet another reason to perform in-home visits, instead of quoting by phone!) when deciding whether or not to provide a quoted fixed price above the equilibrium price, or at the equilibrium price.