We are WAY more amateur at this than the other posters, but I definitely agree with PC about margins.  You are selling beef and your story (family, land stewardship, production methods, personal values, etc.).  Set a good margin because the work you do is worth something and it is better to serve customers well than to need so many customers to make ends meet that no one gets served.  Selling at a discount may be easier, but in essence you are saying that your product is really worth less than what you are asking the rest of the time.