Summarize:

When setting prices for your services, research what other businesses charge for similar services in similar communities. Remember that a working-class neighborhood will not be able to pay the same as customers in a more affluent neighborhood. You're not in business to work for free, so it's important to know the cost of doing business when determining your rates. Take into account money needed to pay for insurance, equipment and advertising, then determine how many yards you can mow each month. How much will you need to charge each potential customer to pay your costs and still make a profit? If you don't have an established clientele, you might offer lower, more competitive prices as you obtain your first few customers. Once you build a referral network and portfolio of references, you can price you services at more profitable rates.
Know your market. Know your costs. Start low.