Deciding on pricing

Any general advice for deciding on pricing?

I've got one product — a membership. I don't want to start too low or too high. 

Is a product likely to feel not worth it if it starts at $29 and ends up at $99? What if I start at $99 and that looks like it's too high? 

I'm guessing it's way worse to go down in price than to go up? 

Any general advice appreciated!