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You're asking a lot of questions here Bryn and the answers re pricing are really just down to common sense. Just work out your overheads/costs on a job, then just add how much profit you want to make. If a job looks like it will take about an hour and you think say £20 an hour is fair, then you've got your answer...... £20 + costs/overheads. There's no rocket science involved here lol:)
scotts/everris fertiliser is the best in my opinion
Progreen will sort you out with any chemicals.
Just to add to Geoff's comments, you can sometimes add value by offering additional services if you have the right tools, experience and licences etc. If you've invested in your spraying certificates, bought all the right equipment, and know what treatments to apply when, how to treat lawn diseases and pests, that is a premium service.
Trouble is, there are loads of lawn treatment services that just dump cheap chemicals, and you'll struggle to compete with them.
I'll second ProGreen.