Читать книгу Pricing Strategies for Small Business - Andrew Gregson - Страница 45

Very often businesses will attach a tariff to flow through charges to cover the costs of paperwork and gain a little profit. It seems like a good idea that if you provide an outside contractor for a job that you should add 10 percent onto the bill. Many times it works. All of the time there is a risk of the job going sideways. There is a risk attached to these returns and it needs to be considered carefully and wisely.

Suppose that you had the chance to cut a check for $1,000 that represented your entire out-of-pocket expenses. For the $1,000 you might have an option to purchase a house for $270,000 but the house is really worth $340,000. Would you do it?

The ratio of risk-to-reward is low. The risk is the non-refundable $1,000 deposit taken from your bank account. The house will never evaporate and in most cases not depreciate. Moreover, you are buying the house at less than list value. The reward factor is measurable.

Let us suppose on the other hand that you had a chance to cut a similar check for $1,000, in return for the chance to buy stocks in a company about which you knew nothing except that the promoter told you it would hit the heavens.

The risk-to-reward ratio is high and without doing a little bit of homework, you should probably feel queasy about signing that check.