I want to charge slightly under what a customer could get a cake at Costco for. I'm using a 11 x 15 pan (is that a 1/4 sheet?) and whipped cream icing. Does whipped cream cakes cost more than buttercream ones?
You won't even recover your cost out of pocket if you charge less than them...
She was going to get her cake at Costco, so I want her to be happy when she decided to go with me.
Getting a custom cake is what will make her happy. You'll kick yourself later if you charge less than them... and a quarter sheet is usually either an 8x12 or 9x13.
I agree with everyone else so far. If she wants a Costco cake, then let her get a Costco cake. You can simply tell her the difference in your cake, which should include appropriate cost (which should be more than Costco!), what makes yours different from Costco. But keep in mind, you are not Costco, so don't try to match them, and surely don't undercut them! If that's the case, you might as well just "gift" her the cake.
She was going to get her cake at Costco, so I want her to be happy when she decided to go with me.
Costco and Sam's club sell their cakes *below cost* - less than what it costs them to make it. Can you afford that?
If this customer came to you instead of costco she must be aware it will cost her more. You just can't compete w/their pricing w/o loosing money.
As the others have said, it is not a custom cake. There is little choice in flavor or design. Do your very best and be happy they chose to let you make the cake.
There was a thread some time ago that shared Sam's got their sheet cakes already baked and frozen for about 50 cents each. If you can buy ingredients and bake the cake for less than 50 cents, then you might consider this option.
It is never better to take an order that puts you in the red rather than turn the order down.
And don't fall into the "woman" thinking of "oh, I want to price this so she'll LIKE me 'coz we should all get along and I dont' want to hurt anyone's FEEEEEEEELINNNNNNGS." Business. Personal. Two separate things. If you want her to be "happy", then make her the best dang cake she's ever tasted that's well worth the extra money she's paying for it.
I didn't know all this. Thank you for kicking me in the rear! LOL
Is a 11 x 15 Costco cake around $20?
You can't beat their price but they can't match your cake.
I actually have a sentence on my Desserts Page on my website of "You won't find any grocery store pricing on this page .... but you won't find these cakes at a grocery store, either!"
I didn't know all this. Thank you for kicking me in the rear! LOL
Is a 11 x 15 Costco cake around $20?
$16.99 here in CA. I'm curious, are you still going to try and undercut them? 
Calicopurr - don't base your price on Costco's price, regardless of weather it is higher or lower. THEY are a huge mega-chain that buys and sells everything wholesale and in bulk. You can't do that. Their cakes are baked and frozen for lord knows how long, and frosted in under 6 mins. Your cake will be baked to order and I'm sure you will spend much, much more than 6 mins decorating.
By charging their price, not only are you undercutting yourself, but your undercutting other decorators. don't do it.
And, my understanding is that a 11x15 is a 1/2 sheet.
If you've ever walked in to a Costco to order a cake, you will instantly understand why it is OK for them (?well, to whatever extent) that they are only $16.99. I really had no idea til I did it once myself (it was for a party for drunk people so spending money on a fresh cake was silly). I was pretty stunned!
You go in, you get one size cake. You get two cake choices: chocolate or vanilla. You get three filling choices: chocolate, vanilla, strawberry mousse (maybe 4...did I miss one?) and you get three icing choices: chocolate, vanilla, cream cheese. That's IT. You choose one of their 16 stock designs (read: buttercream blobs like balloons, a soccer ball, etc.) and no options for other decorations, different borders, nuthin'. They will, however, write a custom message on it. 
At least at the supermarket you can customize it a LITTLE....or even a lot.
I too think it's nuts to try to compete with Costco. No customer should EVER expect to get a Costco price from a custom baker. We all know that Costco is the place to go to get the crazy bargain stuff. I would never expect to get those prices on ANYTHING (groceries, whatever) from somewhere else. Now, go out there and charge what you're worth! 
You can't beat their price but they can't match your cake.
I actually have a sentence on my Desserts Page on my website of "You won't find any grocery store pricing on this page .... but you won't find these cakes at a grocery store, either!"
I LOVE IT
Have you sat down and added all your costs? I would bet ingredients alone are at least $20... (don't forget to add your board and box)
when i make a 11x14 sheet cake.. i charge $40.00.. this is for just a simple decoration,etc.. if they want harder decorations.. then, i charge $45.00-55.00.. never had a problem.. most of the time, though, my customers , want harder decorations. i had to learn , to charge higher, when it comes to that.. when i say simple.. i mean, some buttercream flowers and the greeting.. hth
I want to charge slightly under what a customer could get a cake at Costco for. I'm using a 11 x 15 pan (is that a 1/4 sheet?) and whipped cream icing. Does whipped cream cakes cost more than buttercream ones?
Costco cake doesn't have REAL whipped cream in them. Uhhh....they also don't have any REAL butter or vanilla extract in them. However, you're trying to compete with them you may need to throw a few handfuls of sawdust in the mix just so you can get it to taste the same.
in store bakeries don't really make a profit on the cakes...it is more of a service for the customer since they are already in there....something to think about.
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