Do You Need 33 % More Volume?

For your typical, like manufacturing company, 35 % gross profit is fairly typical. But most companies don't do the mass, so they don't understand that it's not until 34 % that they start earning more money. And it begs a question, where is that volume going to come from? That's the first question. The second question is, how are we going to sustain it? So this isthis and this goes back to price elasticity. Most industries will believe that their prices are much more elastic that they are. I've only seen, in my 20 years as a pricing expert, i've only seen it work once, where we dropped the price and were able to pick up

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