Price Increase Impact Calculator
Model the full P&L impact of a wholesale price increase. See margin gain, revenue at risk from account churn, and the net revenue threshold where the increase breaks even even if you lose accounts.
Churn scenario analysis
| Scenario | Churn | Accounts lost | Revenue lost | Net revenue change |
|---|---|---|---|---|
| Low churn | 3.0% | 4 | $11,200 | $14,784 |
| Base churn | 8.0% | 10 | $28,000 | −$3,360 |
| High churn | 18.0% | 22 | $61,600 | −$39,648 |
How the calculation works
- New price and margin: current wholesale price times (1 + increase). Margin is (price minus COGS) divided by price, with COGS unchanged.
- Churn scenarios: accounts lost is total accounts times the churn rate, rounded. Revenue lost assumes each lost account was worth the average revenue per account.
- Net revenue change: retained revenue times (1 + increase), minus today's revenue.
- Break-even churn: 1 minus 1 / (1 + increase). An 8% increase breaks even at about 7.4% revenue churn.
If your base churn assumption sits below break-even churn, the increase grows revenue even after losing accounts, and every retained account also carries a higher margin.
The model treats lost accounts as average accounts. If the accounts most likely to leave are your smallest, revenue at risk is lower than shown.
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