I completely empathize with your sentiment. At the same time, I've really looked into this and it may be a bit of an overstatement to call the current market overpriced. With everything included, I determined that I could produce (and sell) commercial e-liquid for a 8.04 per 30ml basic cost...just under the established 100% retail markup...this takes into account alot of things that go along with running a commercial e-liquid business...like for example an effective 9% cc processing fee (7.95% + gateway fees + costly setup fees + .25 per charge, etc) and this is because e-cigs (and hence e-liquid) is considered the "high risk of the high risk" industry. Then there is website hosting, and a ton of smaller expenses you would never think of that all add up. Of course you can make it yourself for much, much, less (I DIY myself, and I commend your intelligent choice) but could you SELL it for much, much less? Not really. I feel like it's a pretty good overall industy, and one that the long-time vaper with common sense (and time and the inclination to DIY) is almost certainly going to abandon at some point...but I don't think anyone is inflating the pricing unduly.
I think it is possible to sell for less. This is only my opinion though. I'm not the person to get into it yet or ever because I have time and resources devoted elsewhere but here would be my breakdown
7.95 webhosting
20.00 gallon vg
20.00 gallon pg
25.00 50 ml of pure nicotine - or diy 100mg 500ml 100.00
75.00 various flavors and mixing gear (pipettes bottles and etc)
50.00 protective gear (hood and chemical resistent gear)
250.00 various fees etc (the cost of gateway for payments easily fits in this price with extra left over)
we will round up to 500.00
not that I am saying anyone should do it this way, but if I was this is how I would
with this setup you could assume that you could make 252 30ml bottles for sale at 5.00 each making 1260.00
for 5.00 each... more then doubling money
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