ROI

“Marketing ROI is NOT an increase in market share, click-throughs to your web site or even revenue generated from your marketing communications. ROI is the profits generated over and above the initial investment and expressed as a percent of the investment. There’s a formula, but you really need to understand the nuances of how ROI is calculated in your company because there are multiple ways to interpret concepts like gross margin, net present value or discount rate, just for starters. You need to know your own company’s standards.”

GROSS PROFIT MARGIN

From About: The Gross Profit Margin is a measurement of a company’s manufacturing and distribution efficiency during the production process. The gross profit tells an investor the percentage of revenue/sales left after subtracting the cost of goods sold. A company that boasts a higher gross profit margin than its competitors and industry is more efficient.

From InvestorWords: Gross Profit Margins reveal how much a company earns taking into consideration the costs that it incurs for producing its products and/or services.

It can be expressed in absolute terms:

Gross Profit = Revenue − Cost of Sales

$89,250.00 = $109,250.00 – $20,000

Gross margin is expressed in the form of a percentage:

Gross Margin % = Gross Profit / Revenue

81.69% = $89,250.00 / $109,250.00

Note: Gross Margins of 82% rarely exist. The example does not take into consideration costs that are continually increasing to pay for overhead and marketing, thus lowering Gross Profit Margin.

As example, a company makes 100 widgets in their first year and sells them for $1,000 each. With tax of 9.25% the Revenue or Net Sales is $109,250.00, which is the amount generated after the deduction of returns, allowances for damaged or missing goods, any discounts allowed, freight, and any other expenses (in this case, $0).

The Cost of Sales or Cost of Goods Sold (COGS) is $200 each or $20,000. COGS is the beginning inventory, in this case $0, plus the Cost of Goods Purchased during some period, $20,000, minus the ending inventory, $0, in this case. Gross Profit or Gross Income then is $89,250.00.

RETURN ON INVESTMENT

Now that we have the Gross Margin, we can generate the ROI in the first year (it typically is done on an annual basis).

ROI = ((Revenue – Expenses*) / Investment)

*namely, business, depreciation, interest, and taxes

To get the figure in percentage format, multiply ROI by 100%.

To further the example, when the company went into the widget-making business, they spent $5,000 as their initial investment in setup costs, plus $200 for every widget produced ($20,000), plus $9,250 in taxes. On a sale of 1,000 widgets their ROI is 300%

300% = ($109,250.00 – $34,250) / $25,000

It would be wise to calculate how many widgets they had to sell at pre-tax $1,000 to break even. According to my calculations, when they sold widget #22 they broke even on their current plus future investments.

Furthermore, the investment of $25,000 is likely a loan. If the company borrowed this amount on a 3 year plan at a rate of 20%, by my calculations it would cost them $33,447.24 if compounded annually. Monthly payments, therefore, would be $929.09. As we are just talking about the first year of operations, the first year amount due would be $11,149.08 with the remaining $32,050.92 due in years 2 and 3. Total first year expenses also increase by $2,815.75, which is one third the total interest: $33,447.24 – $25,000 = $8,447.24

Realized Gross Profit (first year): $78,100.92 = $89,250.00 – $11,149.08

Realized Gross Margin (first year): 71.48% = $78,100.92 / $109,250.00

Realized ROI (first year): 289% = ($109,250.00 – $37,065.75) / $25,000

From these results, we can conclude that it would not be a bad investment. However, as more and more details of the reality of costs are added into the equation, profit, margin and ROI will all decrease.

NET PRESENT VALUE

The good business person will then decide if making widgets has the best ROI for the outlay of $25,000 or if some other opportunity – including an investment in financial markets – may yield a higher return. To evaluate this, calculate the Net Present Value, which takes a look at the current value and timing of cash flows, comparing it to the discount rate – the rate of return that could be earned in the financial markets – currently 0.75% as of September 20, 2009. Another name for discount rate is the IRR rate (Internal Rate of Return).

SUMMARY

When we talk about marketing ROI we’re often looking at things like the results of a campaign (purchases, new subscribers, click-throughs), but we have to keep in mind that those results roll up into the real ROI, which calculates return on an overall investment. To do this, we have to calculate three things: Gross Profit, Gross Profit Margin, and ROI.

Gross Profit = Total Revenue minus Cost of Sales or Cost of Goods Sold, which is inventory plus the Cost of Goods Purchased during some period minus the ending inventory.

Gross Profit Margin % = Gross Profit divided by Revenue or Net Sales, which is the amount generated after the deduction of returns, allowances for damaged or missing goods, any discounts allowed, freight, and any other expenses.

ROI = Total Revenue minus Total Expenses, divided by the Total Investment. The result can be calculated across different scenarios and it can then be decided where the investment can be best spent, taking into consider the Net Present Value of the differing cash flows that are created.