That's a question you should be able to answer.
A small company doing severed limbs could kill you, they're so common and can be found in a million price ranges.
A small company offering a new twist on an old problem is totally different. What isn't readily available already? What is available but needs drastic design improvements?
What do you see within your skill set to do appropriately? What value can you give people?
Don't start with a price. Start with a product. Meet a demand at a good quality and have reliable and quick service, don't screw anyone and just make a product you envision being more of a necessity, an addition. Then figure out your costs, labor+materials+any additional overhead, mark it up to a reasonable level and then give a price. Don't shoot yourself in the foot thinking something's going to cost you X and have it cost you Y.
Product then price.
Concept then product.
That's all anyone should need to tell you, and it's things you should be able to do on your own. If you need help, I know you're a trustworthy business guy bandied love to help, just let me know!
All the best,