What should I charge for my service?

I've spoken to a bunch of my friends and colleagues about pricing for my startup and I get mixed signals. Some are saying my enterprise and agency are too cheap and others say the standard plan is too expensive.

I'm considering:

• A/B testing different pricing
• Adding a cheaper plan
• Switching to all Ala 'carte

So the question I pose is how did you determine the pricing for your service? Any tips?