You have your first product done, and you're going to sell it for $15. How did you determine this price? Bottom-up method: Simply put, determine how much it cost you to make it, add to this how much margin you need to make on it so that your company is profitable, and you get your ASP (average selling price). This isn't as simple as it seems, since you have to factor in not only COGS, but shrinkage, returns, sales costs, and then going beyond just gross margin, you have to fold this into your overall financials that account for operating costs, etc.
Top-down method: How much are competing products selling for? Do a market survey of how much customers are willing to pay for the product. Do a sensitivity analysis of how much product you'll sell at $X versus how much you expect to sell at $Y.
Which method is correct? You need to do both to see if you have any overlap or not. If the price you need to sell it at to make your financials come out is above what the market will bear, then you have a problem and you'll have to go back to see what can be adjusted. But if it's the other way around, then you have some freedom to make extra margin, or to keep your price low and go for increasing market share to make that extra profit.
Above all, be brutally honest with yourself. Be ultra-conservative in your numbers, and don't talk yourself into unreachable numbers just to make the financials look good.
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