FLGS Profit Margins
iago:
Honestly most retailers will look at a 40% discount as too small. IPR gave retailers a 42% discount for a long time and many weren't willing to take us up on it. We increased it to 45% recently and got a lot of happiness from the retail sector as a result.
On the flipside, across the pond in Europe, a 40% discount is huuuuge.
Thunder_God:
David, since you're working in percents you'll have to add an additional charge up for the hardcover, or as you do, work in multipliers rather than adding a fixed figure.
If a book costs say, 10 to print in softcover, and you sell it in 20, you'll get 12 from the retail.
If the hardcover book costs 15 to print, and you sell at 25, you'll get 15 from retail, which is not 5 more. (You spend 1.5 times as much, but earn 1.25 times as much).
If you sell direct through Lulu, the math looks a bit different, as they take 20% of post-printing revenue.
From the first case you'll get 18 (10 printing+0.8*10), for a net profit of 8.
In the second case you'll get 22, for a net profit of again, 8.
So the calculation differs whether you sell only through (to?) Lulu, where the earning is calculated based on figures that remove the printing from the equation, or to retail, where their figures are MSRP based.
I hope I didn't get anything wrong.
guildofblades:
Hi All,
Retailers love to get a 50% discount on the product from their distributors. But that only happens for larger stores hitting volume orders and on certain product lines. Lines such as D&D tend to be capped at a 44-45% discount and Magic is capped lower at about 42% discount. Fantasy Flight has their mega big box board games capped all the way down to a 38% discount. By "capped", this generally means they sell to distributors at a lower than normal wholesale discount so the distributor has to in turn give the retailer a lower discount. Some distributors will play with those numbers and eat some of that loss on certain product lines to attain a market advantage, but otherwise the "average" is as listed above.
Retailers, while they have to evaluate individual games and lines by themselves, they must also watch and track to aggregate affect of discount and sale price on their overall cost of goods sold. That means that while a retailer might be getting a 45% average discount (48-50% for a lot of stuff, but lower discounts on their WOTC, Upper Deck, Fantasy Flight, etc stuff) on all products they buy, that's only 45% of MSRP. If they have rewards programs, sell merchandise on sales often, have to liquidate dead merchandise at cost or at a lost, all of that influences their true gross profit margin (defined as, profit from the sales after subtracting all costs of goods sold, but before any other expenses).
A general goal most current hobby retailers strive for is to have a cost of goods sold no greater than 60%, but once you factor sales, theft, liquidations and whatnot, its a difficult goal to achieve. I am personally of the opinion that the entire business model, as based on those numbers, is simply unsustainable for anything but the largest stores. Mod sized and smaller stores can only sustain themselves by the owners working for less than peanuts.
For instance, the bulk majority of mid sized and smaller stores are grossing only between $150,000 and $200,000 a year. Let's run some numbers.
1) Since they aren't a large store they aren't getting the best volume discounts from their distributors. So average discount may be more like 43% instead of 45%.
2) They have a smaller customer based for which to help absorb poor purchasing decisions (ala, smaller number of people that are likely to gobble up some obscure product that has no following. Or the hot collectible product that suddenly turns cold leaving the retailer with way too much inventory). This leads to more merchandise needing to be liquidated in store or sold on e-bay or gotten rid of in other means that generally net significantly less than MSRP. So while a large, strong and healthy store might be striving for a total gross margin of 40%, the bulk majority of stores are far more likely to be around 35-38%. Let's say 37%.
3) Let's assume they aren't completely floundering. Let's say they have gross sales of $200,000 per year. On those sales their gross margin is just $74,000.
4) Let's take about 2% off of up to 60% of their total sales to account for credit card merchant fees they have to pay as a cost of doing business. That's 2,000 gone. Down to $72,000.
5) Knock off $1500 a month (minimum) in total property based overhead (rent, utilities, cleaning supplies, internet, phone lines, etc) and that knocks off $18,000 per year, leaving just $54,000.
6) In addition to basic property overhead, stores do have to have upkeep. New fixtures bought occasionally. Gaming tables and chairs need replacing. Software upgrades. New signage. Replacing burnt out lights, cleaning supplies, toilet paper, etc. If a store can manage all of that on an average of $50 or less per month, they are squeezing a dime out of a penny. But let's say that's what they are doing. That's another $600 gone. Down to $53,400.
7) Got to have a marketing budget. Whether its getting spent on fliers, print ads, yellow pages listings, tournament prizes to generate hypes, or whatever, if they are spending just $100 a month in total on this, I assure you, they are spending far too little. But let's with that. Another $1,200 gone. Down to $52,200.
8) Insurance is a must. Liability at minimum, but most likely some protection for the valuation of the stock and other assets as well. $75 a month or more. $900 more per year. Down to $51,300.
I can carry this example into the extreme because there are a lot more bills to pay yet. Lot of nickle and dime stuff that begins to add up. But the most critical point here is, while that gross has been shrinking, I haven't even talked about salaries for the owners, other employees, and any benefits for any of them. Much less an actual profit for the store.
Now, if a store's business model could capture just 10% more of MSRP and bring their gross margin to 47% instead of 37%, it would be a vastly different picture. That's another $20,000 to spread around to help cover the operations of the business and pay the staff.
Ryan S. Johnson
Guild of Blades Retail Group - http://www.guildofblades.com/retailgroup.php
Guild of Blades Publishing Group - http://www.guildofblades.com
1483 Online - http://www.1483online.com
David Artman:
Great break-down, Ryan... but now I'm more confused. :}
So I need to do a breakdown closer to 50-50 of MSRP, to be "attractive"? OK--that's my point, after all: I want retailers to WANT to carry a copy or three, not feel like it's high risk for low payout.
I didn't know about the 20% of profit that Lulu takes... that could radically change my plans (i.e. from POD to small-press). That makes them "quasi-three-tier" (they take as much as a normal distributor) which seems to me to be utterly counter to indie publishing. *sigh*
Let's get a bit more concrete--Lulu tells me they want $16 for a 100-page, casebound, B&W interior (color cover).
I want to grant retailers their wonderous 50% of MSRP while still making, say, $5 per book. Now I'm looking at
2 * ( 16 + 5 ) = $42
42 - 16 = $26, of which Lulu wants 20% ($4.60)... which eats my measly $5. So....
2 * ( 16 + 9 ) = $50
50 - 16 = $34, of which Lulu takes $6.80, leaving me with $2.20. Wow... $2.20 if I let a retailer sell it, versus $27.20. And I got a frigging $50 brick trying to sell--LONG odds. The soft cover should be quite cheaper, but I don't know if it'll get down to the $20-ish range I think it needs to hit to be a good bang for the buck.
Hmmm.... maybe I should forget about retailers... or Lulu... or POD, in general?
----------
I found an interesting case study, just now: http://www.fonerbooks.com/pod.htm
Hmmm... what can folks tell me about Lightning Source? Seems like they can offer distribution (hence, retailer contact and profitability), which Lulu sort of lacks, from what I've seen so far. And that study above talks about nice profits all round--selling directly earns more, obviously; but they seemed to do well while still offering a 44% margin for the store. Does LS not have a "fee" like Lulu's 20%?
I got time to figure this all out--'til the end of the year, frankly (if not a bit past). But when that time comes, I need to hit a number and hit it hard, so I can begin to do a bit of pre-promoting while I deal with proofs and such.
First Oni:
Just went to Lulu.com and i think you'll be surprised. Let's way you wanted to do a 100-page, B&W 8.25x11 Perfect bounds for 50% to the retailer.
Retail Royalty (how much you make): $5.00
Lulu Fee (how much they want): $1.25
Manufacturing cost per unit (how much it costs to print each book): $4.50
Retail Markup (how much the store makes): $10.75
Total Retail Price (how much the customer pays for it): $21.50
That's what their calculator says at least. And i'm pretty sure it's more for hardcover.
-Oni
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