Profit Margins

While I was doing research for my business plan and going over prices to produce the item and the retail price for the item, I noticed these items have very large margins for the companies that currently produce something similar. Most of these products have a 50 percent or higher profit margin. One thing I could do to make my products look better than the competitors is make mine retail cheaper. I could start out selling at a 35 percent margin, prove the business in the market, then I can raise it to 40-45 percent and still have better prices than the competitors. While I wouldn't be making the full potential at first, the lower prices would help get sales and get established as a competitor in the market.