The normal firm. The top-margin offering grew from 46% to 50% of revenue, the healthy pattern this lever looks for. The dashed potential line sits right on the forecast: pulling this lever now would gain nothing, which is just as useful to know.
Illustrative. Juniper Ridge Advisory is a fictional firm with a full year of modeled data, analyzed the way we analyze yours.
How to calculate it
Contribution margin for each offering, per hour of your scarcest role, plus each offering's share of revenue. Judge entry-level offerings by what they lead to: their own margin, plus the share of buyers who move up times the margin of what they buy next.
A $28,000 assessment that barely breaks even, but turns into a $12,500-a-month engagement 60% of the time, is one of your best offerings.
You price every offering the same way, or keep offerings nobody can defend.
Lead with high-margin offerings, bundle them, reprice, and retire what neither earns nor leads to margin.
Some relational equity when offerings change.
Cutting a low-margin entry offering that feeds everything else.