Example of calculating unit economics for a marketplace

[subornaakter20]

If you need to determine the profitability of a business, you don't always need complex calculations and formulas. The simplest calculation of unit economics is to calculate all expenses and all profit from selling a unit, and then find the difference between these data. Let's look at an example. You sold one set of serving dishes for 2800 rubles, while expenses amounted to 2200 rubles. After selling each unit, you remain in the black by 600 rubles.

However, when calculating unit economics, it is important to consider the following indicators:

Calculate the selling price of a unit .

Perhaps, this is the cost of selling each unit physicians email list of product on online platforms. Let's say a basketball costs 1200 rubles. You sell it using the FBS scheme. Orders are delivered by Ozon logistics, shipped to the sorting center, and then the goods are sent to the buyer by marketplace delivery.


Calculate the cost of a unit .

This is the amount that will be used to produce and sell each unit of your product. It may include costs for raw materials, shipping, packaging, and employee salaries.

To get one ball, it costs 500 rubles. The online store commission is 180 rubles, and processing orders and organizing their delivery will cost 250 rubles. It turns out that the cost price of a unit is 930 rubles.


Accounting for the redemption percentage .

In case of product return, new expenses appear: processing, restoration of goods and compensation of delivery. If eight out of 100 buyers refused the goods, then the buyback percentage is 92%.

According to FBS, each returned ball will cost the company 218 rubles (50 rubles for return processing + 167 rubles for delivery to the buyer). Accordingly, in the unit economics for each unit, it is important to include 218 × 5 / 100 = 10.9 rubles for return.


Calculate profit per unit .

It is important to find the difference between the price of the product and its cost price. In simple terms, subtract the amount of expenses from the profit.


Set repeat purchase metrics .

With the help of this indicator, an entrepreneur can evaluate the stability of his business and how satisfied consumers are with the quality of his goods. It is recommended to track it dynamically.

Let's say the ball was purchased 10 times, plus three customers also bought a pump and a basketball. In this situation, the percentage of repurchases would be 40%.


Calculate the cost of attracting a client .

Cost refers to the amount that will be spent by the seller to attract the consumer to the product card in the online store.

If advertising is ineffective, it will waste all the profits and this will affect the profitability of the business.

Let's assume that the seller promotes his product only in the Ozon marketplace search. If you set the order rate at 10%, the profit for each ball will be not 214 rubles, but 104 rubles.


Capital expenditure assessment .

These are all expenses that go towards providing the enterprise with equipment, technologies and other resources, without which the production and sale of goods in the online store is impossible. Payment of wages and rent of the site are also included here.

All units of goods are stored in a warehouse, where an employee processes orders. 50,000 rubles are spent monthly. If 500 units of goods are purchased from you during the same period, then the capital costs for each will be 100 rubles. If 1,000 units are purchased, the costs will be half as much - up to 50 rubles.