A higher price sounds great. Until volume changes.
Someone suggests a 10% price increase. Wonderful. Now for the question that makes the room quieter: how many sales can we lose before it stops paying off?
Price Increase & Margin Impact
Uses contribution profit (revenue less variable costs). This equals gross profit only when all relevant cost of goods sold are variable and included here. Assumes constant unit variable cost and no changes in fixed costs, product mix, or demand beyond the entered volume assumption.
Advanced pricing cost sensitivity (optional)
Incremental profit change:
Max tolerable volume decline after costs:
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Don't model price without modeling demand.
Contribution profit equals selling price less variable cost per unit, multiplied by units sold. Compare it before and after the proposed change.
The maximum allowable volume decline is the point at which the new contribution profit matches the original amount, provided that threshold is meaningful.
NEXT TOOL: Break-Even Analysis →
Numbers are only half the conversation.
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