For your business to survive in the long-term, you need to be generating a profit. Making your net profit margin a key performance indicator. We explore the why, what, and how
Tracking financial data and measuring performance are essential to growing your business. One metric you should keep a close eye on is your business’ profit margin.
Your profit margin can help you monitor your business’ financial health by comparing your profit to sales to tell you how well you’re managing your finances overall. With this insight, you can flag and act on financial challenges quickly and make better-informed business decisions in the future. As an indicator of your business’ profit levels, a good profit margin can make your business more attractive if you are seeking investment, for example.
Profit margin is a profitability ratio. It measures the percentage of sales that are turned into profit. By factoring in outgoing expenses, it denotes your true profit generated for each dollar of sale.
For example, if you achieve a 35% profit margin over a period, it means that you had a net income of $0.35 for each dollar of sales generated.
There are several types of profit margin. Small businesses often focus on three types: net profit margin, gross profit margin, and operating profit margin.
Net profit margin is the profit generated from total sales, gross profit margin is profit after the deduction of cost of goods sold (COGS)/ cost of revenue (total cost to achieve a sale). While operating profit margin is your earnings from operating activities.
The basic profit margin formula takes the formula for profit (sales less total expenses), divides it by revenue and multiplies it by 100 to get the percentage value.
Net profit margin is the most common and is your company’s bottom line after all other expenses — including COGS, operational expenses, payments on debts, taxes, and one-off expenses — are deducted from revenue. It’s your business’ overall profit margin and is used to determine profitability and measure how much profit your business generates out of your total revenue.
The formula to calculate net profit margin is:
If you provide professional services, you can use the cost of revenue rather than COGS.
Gross profit margin compares revenue to variable costs. It calculates how much profit a product or service generates without fixed costs (costs that vary based on the level of output).
While net profit margin is applied to your entire business, gross profit margin is generally used for a specific product or line. It’s a super useful metric to determine the optimal pricing for products or services. For example, a low profit margin may suggest you need to charge more to validate selling a specific product.
The formula to calculate gross profit margin is:
Remember this calculation refers to a specific product, product line, or service, and the figures input should reflect this.
Your operating profit margin indicates how much profit your business makes after paying for variable costs of production. It factors in all day-to-day business overheads, and operating, administrative, and sales expenses — excluding debts, taxes, or other non-operational expenses. And it’s an excellent way to see how efficiently you’re controlling the costs and expenses associated with business operations.
The formula to calculate operating profit margin is:
As the proverbial ‘they’ say, ‘There’s always room for improvement.’ While there’s no easy formula for calculating how to improve your profit margin, there are some adjustments you can make.
One simple step is lowering your costs. Consider if there’s room to reduce business and operating expenses; perhaps you can speak to your suppliers to get a better price or consider local vendors, or if you’re part of a business community or association consider collaborative procurement initiatives. Evaluate your current processes, is there room for greater efficiency? Do an audit of your products. Can you cull underperforming products – i.e., those products that fail to sell, don’t sell well, or suffer from a low gross profit margin?
Or take it from another angle: increase your sales! Trim the fat with a sale on old or poorly performing inventory. Assess whether your products are optimally priced. Focus your marketing efforts. How can you increase visibility, attract new customers, and retain existing customers? Do you have an online offering, and is it driving the right traffic? Assess your sales funnel and consider upselling or cross-selling.
Your profit margin gauges how much money your business is making, your business' general health, and can flag any issues. Simply put, it shows how much of every revenue dollar is flowing to the bottom line.