The starting point for ticket prices should NOT be linked to demand.
Clearly ticket revenue should form a proportion of the Club's income but it is becoming less and less relevant and the FSG argument that the ticket revenue needs to increase to compete cannot be backed up in any way with any proper evidence - the lack of competitiveness comes from about 30 other reasons before you reach ticket prices - in fact there is an argument that the lack of encouragement and pricing out of the type of supporter who will contribute to an atmosphere is harming our ability to compete.
Getting a starting point for where prices should be is not impossible - the Club said in the last meeting that if people were being priced out then that was not fair and there should be tickets that allow accessibility for all.
Clearly we all agree tickets should not be £100 a game and it is a ludicrous thing to say they should be £1 a game.
For me the starting point, once you agree that the competitiveness argument is redundant, is that this is Liverpool FC and as we should be encouraging the vast majority of the stadium to be accessible to local people then the local economy has a huge say in where prices should be.
The Club said in the meeting they want to try and sort this issue almost 'once and for all' so the whole problem is not a recurring once a season argument with the threat of turmoil and what has gone before, for me that means establishing fair pricing, accepting that the days of ticket revenue being one of the main income drivers is gone and that any increases, while the TV deals remain buoyant means prices go up by inflation only, if at all. And we need concessions built in to that.
The Club also need to recognise the absolute sea change there would be with such an approach as far as supporters feeling part of something again is concerned.