Be very careful comparing yourself to sub-par concepts. Trader Joes, industrial. General chocolate shops mostly use old industrial makers,callebaut--small costs, cheap products. TCHO is one of the first larger scale chocolate makers in the US and have the current lowest price for higher quality in that field. Otherwise look at TAZA, Dandelion, Askinosie, Amano, Potomac, Olive & Sinclair, Videri, Mast Bros, etc etc. I think there are something like 60+ established American chocolate makers now. When we started there were <10. Love how fast the industry is growing. TCHO afaik has the cheapest bar at $5. Everyone else goes above that--sometimes far above that. Madre's Triple Cacao is retailing at $11+. It's all about value, and perceived value.
We use TCHO in 90% of our products and our base bark price is $6.50 for 4oz for something rather simple, classic. Growing to $8.50 with more inclusions and labor.
Find and hold the margin you want then find the demographic that will accept it. If you chase a dollar for a demographic early on you'll be on a treadmill that will never end and burnout will get you long before the bottom line does. There are a lot of good forefathers of chocolate out there, do your research beyond your borders and even sample some product to see how you fair against them. Then come up with a pricing strategy that is well understood and you can hold the line on.