How to Calculate Profit Margins (and Improve Profitability)
September 16, 2022
September 16, 2022
Are you struggling to make the money you want with your business? Profit margins are the key to measuring and improving your financial success. Did you know some industries hit 50% net profit? We’ll show you how.
The average gross margin is 38.44% across 7,229 publicly owned companies, and the average net margin is 9.84%. But if you are a service-based industry, you can try to hit over 50% net margins to make a great living.
Understanding margins will help you create a more profitable business model because you’ll be able to quickly identify where you can make improvements.
In this article, we’ll explain:
You’ll need industry benchmarks before you can possibly know whether your profit margins are high, low, or average. At UpFlip, we have access to three data sets we use regularly:
You’ll find great benchmarks that will help you establish how your margins are.
Profit margins measure the difference between business expenses and revenue as a percent of the revenue. There are eight types of profit margins you may want to monitor:
We’ll look at each of the profit margins and how you can better use them to manage your small business.
Gross profit is the difference between gross sales and the cost of goods sold (COGS). The cost of goods sold includes all raw materials, labor, and shipping that are incurred directly from the goods sold.
The gross profit margin is gross profit divided by the revenue. You may also hear it referred to as gross margin.
The gross profit margin formula is included in the following picture. I have also provided an example of how to calculate the gross profit margin:
Many service businesses use the gross profit margin to help employees create quick estimates. With a gross margin of 50%, they can simply add the cost of their hours and the cost of the parts then multiply by 2 to get the quote price.
This might be shocking to hear, but the average profit margin for the restaurant industry isn’t as low as you would think. Based on 70 publicly held companies, restaurants have average profit margins of 31.52%, operating margins of 15% to 18%, and a net profit margin of 12.63%.
A restaurant with a low-profit margin needs to review its pricing strategies, increase its revenue, or reduce its costs.
Let’s look at net profit margins next.
Net profit margin is probably the most common type of profit margin people will be interested in. Net profit is how much money the business made after all expenses including:
You may also hear this called the net profit margin ratio or net profit ratio. The net profit margin equation and an example of how to calculate the percentage is shown below:
This is what you hear companies report in the earnings reports and is the amount that would qualify as income to a small business owner who does not pay themselves a salary.
A 20% net profit margin is good in most industries, but in some industries, that profit margin is low, while in others, a good margin would be over 30% to 35%. If you’re asking about gross profit margin, 20% is a horrible margin for most industries. As a general rule, the cost of sales should be less than 60% of net sales.
Let’s look at the operating profit margin next.
Operating profit margin is measured as a percentage of operating income. The operating margin includes all income and expenses from operations but excludes:
You’ll want to take the gross income and subtract the following operating expenses to find the operating income:
The operating profit margin may also be called the operating income margin or operating margin. To calculate the profit margin for operations, use the formula below. I’ve also included an example of operating profit calculations:
The operating profit margin is useful because it helps businesses establish how well they are doing operationally. These can be used to compare different divisions of a company.
If your operating profit is negative, then you will either need to increase revenue or decrease operating expenses––if not, it will create cash flow challenges.
If you have interest income or dividends from another business, you will probably want to compare the operating margin with the EBIT margin. Let’s look at that measure of a company’s profitability next.
EBIT stands for “earnings before interest and tax expenses.” This will normally be similar to operating profit margins, but for companies with earnings from investments, you will want to compare the two.
For instance, in some quarters, a large portion of Tesla’s profitability has been impacted by the price of Bitcoin. Comparing the operating profit margin and the EBIT profit margin would help you identify what profitability is from the company’s revenue and which is from investments.
To find the EBIT, just find the net profit and add the interest and taxes to the net profit. Then divide by revenue.
The equation shows how to calculate the EBIT margin with an example:
I intentionally made this one where I could show you an absurd example of what could happen when comparing EBIT and Operating margins. As you can see from the two examples, the company lost 10% of its revenue from investment losses or a lawsuit.
Another margin that can help business owners is EBITDA, which we’ll discuss next.
EBITDA refers to “earnings before interest, taxes, depreciation, and amortization,” which is a way of separating the company debt from the profit margin calculation. This is especially beneficial if you want to buy a company with debt.
To find this ratio, you’ll add the depreciation, amortization, interest, and taxes to the net income. You can see how to calculate the EBITDA margin equation below:
I’ve been using the same numbers throughout to make the profits really easy to compare. As you can see, there is a lot of depreciation. I would not expect depreciation to be this high of a percentage unless the company is in the early stages and bought a factory to produce their products.
Speaking of products, let’s look at the product margin.
Product margin is the profits on an individual product divided by the sales price. This is helpful for comparing product lines to determine:
This does not calculate the actual profits, but it lets you know how much of the sales price can go to other costs. Use the equation below to calculate product margins:
The sales margin is similar to the gross profit margin, but it is calculated on a per product basis. It includes not only the cost of the product but other expenses like marketing costs and labor associated with achieving the sale.
It may also be called the contribution margin, which we discuss in detail in our blog about calculating a business break-even point. The following formula is used to calculate the profit from each sale:
Ultimately, this equation shows how much increasing sales will increase your profitability. It will also show how many products you need to sell to cover your costs.
Next, let’s compare the net profit margin and the gross margin.
The two most commonly used profit margins are the net profit margin and the gross profit margin. Both of these matter to the performance of a company.
The gross profit margin is revenue minus the cost of goods sold divided by total revenue. As long as this is a positive number, then you can theoretically continue to justify running the business. There’s a catch though.
If gross profit isn’t high enough to cover the additional costs that are included in net profit plus your living expenses, you’ll need another source of income to keep the business running.
Meanwhile, the net profit margin is what most business owners will be focused on because it’s the amount they take home as profits for running the business. The higher it is, the easier it will be to grow the business. It’s just total revenue minus total expenses divided by total revenue.
I’ve explained how to find profit margins in each section but the general process is:
You might want to use a net profit margin calculator to help you with pricing your products and setting up automations to help you manage your finances more effectively. I use an Excel Sheet to calculate various margins when needed, but you can find online calculators, too. Of the online profit calculators, the Calculator Site is the most well made.
A good profit margin will depend on your industry, but most industries will have the following ratios:
This information was gathered from NYU Sterns, which regularly analyzes the income statements of more than 7,000 companies to analyze financial ratios. The site shows the net margin, gross margin, and 15 other ratios to help you understand how publicly held companies in each industry perform.
Make sure you compare your pricing strategies and company’s profits to the same industry to make sure you aren’t making pricing errors that will prevent you from generating profits.
Next, we’ll discuss how understanding the different types of profit can help you improve your company’s profit.
Large businesses weren’t always as big as they currently are. Like every business, they normally start with no revenue. As the company grows, it finds new ways:
Let’s look at how to increase company revenue first.
Finding ways to increase revenue can be challenging, but a net income statement can help you identify areas where you might be able to increase revenue.
Some areas you may want to look at to improve profit through revenue increases include:
These are just some ways to increase your total sales. Now, let’s look at ways to lower your expenses.
If your total sales are where you want them, but your cost of doing business is high, this will cause the company’s net income to be lower than you’d like. You’ll need to review your net income statement, which will look something like this:
Gross Sales | $1,000,000.00 | 100.00% |
Less: Sales Returns and Allowances | $200,000.00 | 20.00% |
Less: Cost of Goods Sold | $300,000.00 | 30.00% |
Less: Direct Costs (Labor, Shipping, Etc.) | $100,000.00 | 10.00% |
Gross Profit | $400,000.00 | 40.00% |
Expenses | 0.00% | |
Less: Rent | $60,000.00 | 6.00% |
Less: Utilities | $60,000.00 | 6.00% |
Less: Other Wages | $80,000.00 | 8.00% |
Less: Commissions | $10,000.00 | 1.00% |
Less: Supplies | $5,000.00 | 0.50% |
Less: Marketing | $80,000.00 | 8.00% |
Less: Logistics | $20,000.00 | 2.00% |
Less: Repairs and Maintenance | $20,000.00 | 2.00% |
Less: Miscellaneous | $5,000.00 | 0.50% |
Operational Profit | $40,000.00 | 4.00% |
Less: One Time Costs (lawsuits, purchase competitor, etc) | $0.00 | 0.00% |
Other Income (dividends, interest income) | $20,000.00 | 2.00% |
EBITDA | $80,000.00 | 8.00% |
Less: Depreciation | $10,000.00 | 1.00% |
Less: Amortization | $10,000.00 | 1.00% |
EBIT | $60,000.00 | 6.00% |
Less: Interest | $10,000.00 | 1.00% |
Earnings Before Tax | $50,000.00 | 5.00% |
Taxes (Assume 21% Corporate) | $10,500.00 | 1.05% |
Net Income (Loss) | $39,500.00 | 3.95% |
You’ll want to look for areas that are really high. In this scenario, you would want to find ways to reduce the returns, cost of goods sold, rent, and utilities.
Let’s look at how dropping these expenses to the level of similar businesses would impact your net profit margin ratio.
Combine all these changes, and you would turn $39,500 net income into over $261,000 which would be likely to attract investors in almost any industry.
At this point, we’ve answered the following questions:
Now it’s up to you. Follow business news. Track your data. Look for seasonal patterns. Improve the profitability of your services.
What strategies have you used to impact your gross and net sales? Which succeeded and which failed?
Brandon Boushy
Are you interested in starting a home business? Today, working remotely has become increasingly popular, which provides an abundance of opportunities for aspiring entrepreneurs.
Starting a successful home-based business can be overwhelming for many people just beginning their journeys. Our guide will help simplify the process with the essential steps and advice from small business owners who have already launched their business ventures from their residences.
We focus on helping you by discussing the following topics. Just click on a link to jump right to the home business information that interests you.
[su_note note_color="#dbeafc"]
Get ready to start a small business at home.
Home-based businesses can be any size as long as the primary office is in the small business owner's home. Small business owners have lots of options to choose from, including:
Cristobal Mondragon started Queen Bee Cleaning Services as a home-based cleaning business. Now it makes over $1.5 million annually.
Check out Chris Mondragon's FREE training to kickstart your own cleaning business. You can learn more about his inspiring journey by watching the interview below.
[su_youtube url="https://www.youtube.com/watch?v=YcYIYdqegGA"]Read on for all the info you need to decide on a profitable home business idea that will work for you based on your skills and interests in combination with the resources available to you.
A home enterprise has several advantages over other small business ideas. Some of the best benefits of a home business include:
When starting a small business from home, many business owners struggle with aspects like:
Many small business owners will attend networking groups that help them overcome these common challenges. Start practicing good habits early to give your home-based business idea the best chance of success.
Starting a home business can be a huge advantage or disadvantage to a business venture. Ask yourself the following questions before starting your own business from home:
UpFlip Cautionary Tale
Many local business owners will find that their neighborhood has rules about running small businesses from home. I have lived in neighborhoods that don’t allow local service trucks, ones that won’t allow any small businesses, and ones that will only allow online businesses.
Make sure you understand the rules for your area before you start a service-based business from home.
Successful home business ideas will normally follow a nine-step process for the best odds of success.
Keep reading to find some of the best home business ideas.
The first step in starting a home-based company is choosing a business idea. The best small business ideas from home normally fall into the following categories:
We’ll provide you with some home business ideas for each of the three categories next.
Many successful business owners choose to start an online small business. These make a great new business from home because they don’t require a lot of space and can be started with just the internet and a computer. Consider options like a:
This business idea requires creating an online store, finding dropshipping suppliers, and marketing their products. Learn more about dropshipping.
Small business owners can make a great living through affiliate marketing. You’ll need a marketing and sales plan because you’ll be paid on commission for selling other companies' products.
A social media manager uses digital marketing skills to help other businesses with marketing on social media. Make sure you don’t forget to build your own social media presence, too. Check out our interview with a successful social media manager.
[su_youtube url="https://www.youtube.com/watch?v=kb1czTEK8f8"]Whether you have a subscription box business or a dropshipping business, you’ll need an online store. You could even buy an existing eCommerce business.
Check out more online business ideas.
Check out some of the most popular service businesses that many small business owners run from home.
[su_note note_color="#dbeafc"] EXCITING ANNOUNCEMENT: Get FREE training to start a home business. During the FREE business courses, successful business owners share their proven secrets for starting your own 7-figure business. You don't want to miss this rare FREE opportunity to learn from entrepreneurs that have built multi-million dollar businesses![/su_note]Start a small business at home in the car detailing industry. You’ll be washing cars all day. This profitable business can make a ton of money.
Find out how Alan Tursunbaev turned an idea for a summer into a small business that brings in $50K per month.
[su_youtube url="https://www.youtube.com/watch?v=3jIWyxNjtpU"]You can make a great living when you start a small business that’s a house cleaning service. Just ask Chris Mondragon, who started Queen Bee Cleaning, which makes nearly $2 million per year.
[su_youtube url="https://www.youtube.com/watch?v=d4Iip7BHXwg"]There are lots of businesses involving animals. You could start a pet-sitting business, a dog-walking business, or even a mobile grooming business.
You can start a professional services small business at home. Consider one of the businesses below.
Real estate agents can make a great living and work from their own homes. Check out how Thach Nguyen has built a $100M real estate empire.
[su_youtube url="https://www.youtube.com/watch?v=TWCzwn3R78A"]Whether someone needs a freelance writer, help with social media, inventory management, or financial projections, consulting is a great business.
Learn more about consulting businesses.
Once you have identified the best home business idea, it’s time to research how to make your small business idea work in more detail. This could involve conducting:
Once you’ve selected a small business idea, you should write a business plan.
Did you know a well-written business plan can help a company grow 30% faster than one with no business plan?
A detailed business plan is essential to any home-based venture's success. It functions as a roadmap. Plus, the business plan details your goals, strategies, and financial outlook.
Check out our blog about business plans to download a business plan template and learn how to write your business plan.
Next, you’ll want to name your home-based business. Your business name is the foundation of your brand identity and will inspire your logo, marketing, and customer service.
Your unique business name should be easy enough to remember yet reflective of the values held by you and the company. Try our business name generator. You can find a small business name you love and check the availability on Name Cheap.
Setting up a limited liability company (LLC) for your home-based business is an essential step in safeguarding yourself and preserving your individual assets.
An LLC provides its owners with restricted liabilities, meaning you won't be personally liable for any debts or duties of your organization. They're easy to create and manage and offer tax benefits for successful businesses.
Establishing an LLC for your at-home business requires registering with the Secretary of State.
By forming this type of legal entity, you protect both your small business and your personal assets. You might also consider a different legal structure like a sole proprietorship or a corporation.
When starting a home-based business, it's vital to acquire the essential licenses and permits. Depending on where you're located and what kind of business you're running, there will be various requirements for
Check local and state laws for any rules that might apply to your business. You may receive harsh penalties if you do not follow them. Make sure to keep track of your records and renewal periods, too.
All this needs to be done so that your company remains legit during its operations. Complying with legal requirements helps you avoid issues. Just ask Cristobal Mondragon:
For any home-based business, it is essential to open a bank account to separate business finances and personal ones. This simplifies tracking profits and expenses for bookkeeping purposes like tax filing.
To establish such an account, you’ll need your legal paperwork like your LLC registration, Tax ID, business licenses, and EIN (Employer Identification Number).
A dedicated credit card may be beneficial so that you can cover costs while your business builds credit history. All these play into managing your business finances. The better you manage the finances, the easier it will be to identify opportunities for improvement.
A dedicated home office is essential for managing your work and keeping up efficiency. Designate an area that provides privacy and limits disturbances so you can focus on running the business from your house. Comfort should be of utmost importance. Get an ergonomic chair and make sure the lighting facilitates whatever type of work you’ll be doing.
You’ll also want reliable, high-speed internet and software that will help you manage your business. The software you need will vary depending on the type of company you’re starting. Check out our HR blog for human resource provider reviews. Other software we suggest is:
You need an effective marketing strategy to launch and grow a home-based business. It's essential to have insight into your target audience and research the competitive landscape. Reach potential customers on social media platforms, websites, or by partnering with related service providers.
Track and measure your promotional efforts using key performance indicators (KPIs) like web traffic or customer inquiries to decide where to allocate advertising dollars. Google Analytics is the tool most small businesses use to monitor their success at getting people to their websites.
Most importantly, marketing is a long-term game plan that requires consistency and dedication. Be patient and you'll stand out from other home-based business owners.
Successful home-based businesses rely on providing their customers with stellar service. Depending on the type of business you start, this could be anything from offering personalized attention to delivering high-quality products. Practice operating on the old adage “Under-promise and over-deliver.”
Every happy customer will help build strong relationships that lead to loyalty and often positive word-of-mouth referrals. These can help you grow your at-home venture even faster.
Most businesses can be started from home as long as there are no homeowner association rules or local government prohibitions. You probably won’t be able to start home-based manufacturing or energy companies, for example.
Beginning a small, home-based business can be achieved by following the essential steps we’ve outlined. First, consider potential ideas and determine if they are suitable for working from your residence.
Consider profitability by creating an organized blueprint of how to move forward. Pick out the right company configuration, give it an apt name, register it with your state authority, and attain an applicable tax ID number and licenses to pave the way for a successful at-home venture.
You may be able to start a home business if you rent. You’ll need to:
You may need a signed letter of authorization (see our sample) giving permission to use the property for business purposes.
According to the Internal Revenue Service, you have to meet three main criteria to claim a home office as a business expense:
As long as your home office is exclusively used for work and is where you consistently do admin work, you will normally qualify to deduct 100% of direct business costs and a percentage of indirect but relevant household costs.
According to the Internal Revenue Service, you can deduct utilities using two methods:
Using actual expenses, you can either use the percentage based on square feet that are used exclusively for your business, or, if the rooms in your home are approximately equal in size, you can use the percentage of rooms used.
For instance, my office is approximately 15x15 feet or 225 feet out of 1,600 square feet in my home, which equals 14%. I can’t use the rooms method because they are not approximately equal. That calculation would suggest my office space is 33% of the home, which is not a fair representation.
My utilities are around $12,000 per year, which means I can claim 14% of that or $1,687.50 of my utilities. Given my mortgage is $1,700 monthly, 14% of my annual mortgage is $2,856, making my total home office claim $4,543.50—a far better deduction than the Simplified Method’s $1,500.
A home business will normally want a business owner policy (BOP) that bundles together three important coverage types:
It's typically cheaper to buy a BOP compared to buying each policy separately and you can add additional coverage types as needed. Simply Business is a great place to get your business insurance because it compares rates from 16 major insurers.
While running a home-based business provides advantages, work-life balance may be compromised. You’ll want to create good rules for yourself to balance your personal time and work time. Here are some rules people suggest (and I wish I followed):
Once you start a small business at home, you’ll operate the business. As you build success, your business entity will likely need to hire more people, automate systems, or diversify income streams. Careful planning and research are essential for a successful business idea to grow. Some of the best ways to scale a business include:
Now you know how to choose a business idea, create a business entity and legal structure, and some of the unique features of a home business. It’s up to you to take the time to create a solid business plan, build your business model, and market your business.
What business will you start from home?
Learn from business failures and successes in 5 min or less. The stories, frameworks, and tactics that will make you a 10x better founder.
Join our 45,000+ entrepreneurs