that puts you at somewhere between 14-15 for a t-shirt. I usually can't get that much let alone if it's a 2 sided print job
Yes. I charge $16 - $18 for a one off custom shirt. Price per piece goes down as quantity goes up.
I'm in business to make money. My equipment, materials, ability to source goods, skills, knowledge, and experience are valuable.
If I don't place value on my product, neither will my customer. And if they think $18 is too much for a CUSTOM shirt, then they don't want one badly enough.
I've had customers try to do it themself, with an iron and materials from the craft store -- they quickly realize that not only did not save much money, their home made shirt did not have the professional look they wanted, and they call me back.
I don't buy into the "I can't get those prices in this part of the country like you can in California"...people all over the country think nothing of paying $25 for pro sports team shirts and caps.
Don't sell yourself short. You don't need to charge what I charge, but for goodness sake, make the profit you need to make.