Seller Profit Guard

How do you make marketplace scenarios comparable?

Last updated: 2026-08-09

Written and reviewed by Seller Profit Guard Editorial Team.

Align currency, product, customer revenue, seller discount, evidence dates, product cost, fulfillment scope, and return maturity. Change one declared channel variable at a time, preserve the prior packet, and explain its effect on retained revenue, channel cost, contribution, margin, and the decision.

Compare Marketplace Fee Scenarios Fairly flow from comparable revenue and editable channel fees to contribution, decision, and restoration
Use the scenario comparison matrix to compare complete retained-order economics.

Hold product constant

Align currency, product, customer revenue, seller discount, evidence dates, product cost, fulfillment scope, and return maturity. Change one declared channel variable at a time, preserve the prior packet, and explain its effect on retained revenue, channel cost, contribution, margin, and the decision. Hold the common order constant while isolating one channel assumption. Checkpoint 1 in the scenario comparison matrix records market, currency, product, comparable revenue, evidence period, source version, owner, reviewer, and accepted calculation before the result is interpreted.

For hold product constant, keep seller discount, verified platform funding, product cost, fulfillment, return reserve, marketplace fee base and rate, payment base and rate, commission, advertising, fixed allocation, target, conflict, backup, stop rule, and restoration as separate evidence fields.

Use approved aggregate or invented values only. Exclude buyer identities, emails, addresses, order rows, account IDs, payment details, bank records, credentials, invoices containing private data, and raw exports from the public scenario comparison matrix.

Hold revenue constant

Align currency, product, customer revenue, seller discount, evidence dates, product cost, fulfillment scope, and return maturity. Change one declared channel variable at a time, preserve the prior packet, and explain its effect on retained revenue, channel cost, contribution, margin, and the decision. Hold the common order constant while isolating one channel assumption. Checkpoint 2 in the scenario comparison matrix records market, currency, product, comparable revenue, evidence period, source version, owner, reviewer, and accepted calculation before the result is interpreted.

For hold revenue constant, keep seller discount, verified platform funding, product cost, fulfillment, return reserve, marketplace fee base and rate, payment base and rate, commission, advertising, fixed allocation, target, conflict, backup, stop rule, and restoration as separate evidence fields.

Use approved aggregate or invented values only. Exclude buyer identities, emails, addresses, order rows, account IDs, payment details, bank records, credentials, invoices containing private data, and raw exports from the public scenario comparison matrix.

Align evidence dates

Align currency, product, customer revenue, seller discount, evidence dates, product cost, fulfillment scope, and return maturity. Change one declared channel variable at a time, preserve the prior packet, and explain its effect on retained revenue, channel cost, contribution, margin, and the decision. Hold the common order constant while isolating one channel assumption. Checkpoint 3 in the scenario comparison matrix records market, currency, product, comparable revenue, evidence period, source version, owner, reviewer, and accepted calculation before the result is interpreted.

For align evidence dates, keep seller discount, verified platform funding, product cost, fulfillment, return reserve, marketplace fee base and rate, payment base and rate, commission, advertising, fixed allocation, target, conflict, backup, stop rule, and restoration as separate evidence fields.

Use approved aggregate or invented values only. Exclude buyer identities, emails, addresses, order rows, account IDs, payment details, bank records, credentials, invoices containing private data, and raw exports from the public scenario comparison matrix.

Isolate market or plan

Align currency, product, customer revenue, seller discount, evidence dates, product cost, fulfillment scope, and return maturity. Change one declared channel variable at a time, preserve the prior packet, and explain its effect on retained revenue, channel cost, contribution, margin, and the decision. Hold the common order constant while isolating one channel assumption. Checkpoint 4 in the scenario comparison matrix records market, currency, product, comparable revenue, evidence period, source version, owner, reviewer, and accepted calculation before the result is interpreted.

For isolate market or plan, keep seller discount, verified platform funding, product cost, fulfillment, return reserve, marketplace fee base and rate, payment base and rate, commission, advertising, fixed allocation, target, conflict, backup, stop rule, and restoration as separate evidence fields.

Use approved aggregate or invented values only. Exclude buyer identities, emails, addresses, order rows, account IDs, payment details, bank records, credentials, invoices containing private data, and raw exports from the public scenario comparison matrix.

Isolate payment path

Align currency, product, customer revenue, seller discount, evidence dates, product cost, fulfillment scope, and return maturity. Change one declared channel variable at a time, preserve the prior packet, and explain its effect on retained revenue, channel cost, contribution, margin, and the decision. Hold the common order constant while isolating one channel assumption. Checkpoint 5 in the scenario comparison matrix records market, currency, product, comparable revenue, evidence period, source version, owner, reviewer, and accepted calculation before the result is interpreted.

For isolate payment path, keep seller discount, verified platform funding, product cost, fulfillment, return reserve, marketplace fee base and rate, payment base and rate, commission, advertising, fixed allocation, target, conflict, backup, stop rule, and restoration as separate evidence fields.

Use approved aggregate or invented values only. Exclude buyer identities, emails, addresses, order rows, account IDs, payment details, bank records, credentials, invoices containing private data, and raw exports from the public scenario comparison matrix.

scenario comparison matrix: isolate payment path
Original explanatory diagram for isolate payment path using invented aggregate values and no private seller data.

Isolate funding

Align currency, product, customer revenue, seller discount, evidence dates, product cost, fulfillment scope, and return maturity. Change one declared channel variable at a time, preserve the prior packet, and explain its effect on retained revenue, channel cost, contribution, margin, and the decision. Hold the common order constant while isolating one channel assumption. Checkpoint 6 in the scenario comparison matrix records market, currency, product, comparable revenue, evidence period, source version, owner, reviewer, and accepted calculation before the result is interpreted.

For isolate funding, keep seller discount, verified platform funding, product cost, fulfillment, return reserve, marketplace fee base and rate, payment base and rate, commission, advertising, fixed allocation, target, conflict, backup, stop rule, and restoration as separate evidence fields.

Use approved aggregate or invented values only. Exclude buyer identities, emails, addresses, order rows, account IDs, payment details, bank records, credentials, invoices containing private data, and raw exports from the public scenario comparison matrix.

Isolate commission and ads

Align currency, product, customer revenue, seller discount, evidence dates, product cost, fulfillment scope, and return maturity. Change one declared channel variable at a time, preserve the prior packet, and explain its effect on retained revenue, channel cost, contribution, margin, and the decision. Hold the common order constant while isolating one channel assumption. Checkpoint 7 in the scenario comparison matrix records market, currency, product, comparable revenue, evidence period, source version, owner, reviewer, and accepted calculation before the result is interpreted.

For isolate commission and ads, keep seller discount, verified platform funding, product cost, fulfillment, return reserve, marketplace fee base and rate, payment base and rate, commission, advertising, fixed allocation, target, conflict, backup, stop rule, and restoration as separate evidence fields.

Use approved aggregate or invented values only. Exclude buyer identities, emails, addresses, order rows, account IDs, payment details, bank records, credentials, invoices containing private data, and raw exports from the public scenario comparison matrix.

Isolate fulfillment and returns

Align currency, product, customer revenue, seller discount, evidence dates, product cost, fulfillment scope, and return maturity. Change one declared channel variable at a time, preserve the prior packet, and explain its effect on retained revenue, channel cost, contribution, margin, and the decision. Hold the common order constant while isolating one channel assumption. Checkpoint 8 in the scenario comparison matrix records market, currency, product, comparable revenue, evidence period, source version, owner, reviewer, and accepted calculation before the result is interpreted.

For isolate fulfillment and returns, keep seller discount, verified platform funding, product cost, fulfillment, return reserve, marketplace fee base and rate, payment base and rate, commission, advertising, fixed allocation, target, conflict, backup, stop rule, and restoration as separate evidence fields.

Use approved aggregate or invented values only. Exclude buyer identities, emails, addresses, order rows, account IDs, payment details, bank records, credentials, invoices containing private data, and raw exports from the public scenario comparison matrix.

Compare contribution difference

Align currency, product, customer revenue, seller discount, evidence dates, product cost, fulfillment scope, and return maturity. Change one declared channel variable at a time, preserve the prior packet, and explain its effect on retained revenue, channel cost, contribution, margin, and the decision. Hold the common order constant while isolating one channel assumption. Checkpoint 9 in the scenario comparison matrix records market, currency, product, comparable revenue, evidence period, source version, owner, reviewer, and accepted calculation before the result is interpreted.

For compare contribution difference, keep seller discount, verified platform funding, product cost, fulfillment, return reserve, marketplace fee base and rate, payment base and rate, commission, advertising, fixed allocation, target, conflict, backup, stop rule, and restoration as separate evidence fields.

Use approved aggregate or invented values only. Exclude buyer identities, emails, addresses, order rows, account IDs, payment details, bank records, credentials, invoices containing private data, and raw exports from the public scenario comparison matrix.

Name the deciding driver

Align currency, product, customer revenue, seller discount, evidence dates, product cost, fulfillment scope, and return maturity. Change one declared channel variable at a time, preserve the prior packet, and explain its effect on retained revenue, channel cost, contribution, margin, and the decision. Hold the common order constant while isolating one channel assumption. Checkpoint 10 in the scenario comparison matrix records market, currency, product, comparable revenue, evidence period, source version, owner, reviewer, and accepted calculation before the result is interpreted.

For name the deciding driver, keep seller discount, verified platform funding, product cost, fulfillment, return reserve, marketplace fee base and rate, payment base and rate, commission, advertising, fixed allocation, target, conflict, backup, stop rule, and restoration as separate evidence fields.

Use approved aggregate or invented values only. Exclude buyer identities, emails, addresses, order rows, account IDs, payment details, bank records, credentials, invoices containing private data, and raw exports from the public scenario comparison matrix.

Hold product constant: verification test 1

Create one synthetic counterexample for hold product constant. Change a single fee base, rate, fixed charge, funding, payment, commission, advertising, return, allocation, or target field, retain the prior packet, and show the retained-revenue, channel-cost, contribution, margin, difference, and Block, Review, or Ready effect.

Reconcile the counterexample against current official definitions, applicable account or contract evidence, payment statements, verified funding and advertising reports, commission records, seller cost ledgers, a mature return cohort, target approval, owner, reviewer, protected baseline, stop trigger, and restored result.

Explain why the test does not prove demand, conversion, lifetime value, payout timing, tax, accounting income, or marketplace superiority. Document any excluded cost that could reverse the conclusion.

Hold revenue constant: verification test 2

Create one synthetic counterexample for hold revenue constant. Change a single fee base, rate, fixed charge, funding, payment, commission, advertising, return, allocation, or target field, retain the prior packet, and show the retained-revenue, channel-cost, contribution, margin, difference, and Block, Review, or Ready effect.

Reconcile the counterexample against current official definitions, applicable account or contract evidence, payment statements, verified funding and advertising reports, commission records, seller cost ledgers, a mature return cohort, target approval, owner, reviewer, protected baseline, stop trigger, and restored result.

Explain why the test does not prove demand, conversion, lifetime value, payout timing, tax, accounting income, or marketplace superiority. Document any excluded cost that could reverse the conclusion.

Align evidence dates: verification test 3

Create one synthetic counterexample for align evidence dates. Change a single fee base, rate, fixed charge, funding, payment, commission, advertising, return, allocation, or target field, retain the prior packet, and show the retained-revenue, channel-cost, contribution, margin, difference, and Block, Review, or Ready effect.

Reconcile the counterexample against current official definitions, applicable account or contract evidence, payment statements, verified funding and advertising reports, commission records, seller cost ledgers, a mature return cohort, target approval, owner, reviewer, protected baseline, stop trigger, and restored result.

Explain why the test does not prove demand, conversion, lifetime value, payout timing, tax, accounting income, or marketplace superiority. Document any excluded cost that could reverse the conclusion.

Isolate market or plan: verification test 4

Create one synthetic counterexample for isolate market or plan. Change a single fee base, rate, fixed charge, funding, payment, commission, advertising, return, allocation, or target field, retain the prior packet, and show the retained-revenue, channel-cost, contribution, margin, difference, and Block, Review, or Ready effect.

Reconcile the counterexample against current official definitions, applicable account or contract evidence, payment statements, verified funding and advertising reports, commission records, seller cost ledgers, a mature return cohort, target approval, owner, reviewer, protected baseline, stop trigger, and restored result.

Explain why the test does not prove demand, conversion, lifetime value, payout timing, tax, accounting income, or marketplace superiority. Document any excluded cost that could reverse the conclusion.

Isolate payment path: verification test 5

Create one synthetic counterexample for isolate payment path. Change a single fee base, rate, fixed charge, funding, payment, commission, advertising, return, allocation, or target field, retain the prior packet, and show the retained-revenue, channel-cost, contribution, margin, difference, and Block, Review, or Ready effect.

Reconcile the counterexample against current official definitions, applicable account or contract evidence, payment statements, verified funding and advertising reports, commission records, seller cost ledgers, a mature return cohort, target approval, owner, reviewer, protected baseline, stop trigger, and restored result.

Explain why the test does not prove demand, conversion, lifetime value, payout timing, tax, accounting income, or marketplace superiority. Document any excluded cost that could reverse the conclusion.

scenario comparison matrix: isolate payment path: verification test 5
Original explanatory diagram for isolate payment path: verification test 5 using invented aggregate values and no private seller data.

Isolate funding: verification test 6

Create one synthetic counterexample for isolate funding. Change a single fee base, rate, fixed charge, funding, payment, commission, advertising, return, allocation, or target field, retain the prior packet, and show the retained-revenue, channel-cost, contribution, margin, difference, and Block, Review, or Ready effect.

Reconcile the counterexample against current official definitions, applicable account or contract evidence, payment statements, verified funding and advertising reports, commission records, seller cost ledgers, a mature return cohort, target approval, owner, reviewer, protected baseline, stop trigger, and restored result.

Explain why the test does not prove demand, conversion, lifetime value, payout timing, tax, accounting income, or marketplace superiority. Document any excluded cost that could reverse the conclusion.

Isolate commission and ads: verification test 7

Create one synthetic counterexample for isolate commission and ads. Change a single fee base, rate, fixed charge, funding, payment, commission, advertising, return, allocation, or target field, retain the prior packet, and show the retained-revenue, channel-cost, contribution, margin, difference, and Block, Review, or Ready effect.

Reconcile the counterexample against current official definitions, applicable account or contract evidence, payment statements, verified funding and advertising reports, commission records, seller cost ledgers, a mature return cohort, target approval, owner, reviewer, protected baseline, stop trigger, and restored result.

Explain why the test does not prove demand, conversion, lifetime value, payout timing, tax, accounting income, or marketplace superiority. Document any excluded cost that could reverse the conclusion.

Isolate fulfillment and returns: verification test 8

Create one synthetic counterexample for isolate fulfillment and returns. Change a single fee base, rate, fixed charge, funding, payment, commission, advertising, return, allocation, or target field, retain the prior packet, and show the retained-revenue, channel-cost, contribution, margin, difference, and Block, Review, or Ready effect.

Reconcile the counterexample against current official definitions, applicable account or contract evidence, payment statements, verified funding and advertising reports, commission records, seller cost ledgers, a mature return cohort, target approval, owner, reviewer, protected baseline, stop trigger, and restored result.

Explain why the test does not prove demand, conversion, lifetime value, payout timing, tax, accounting income, or marketplace superiority. Document any excluded cost that could reverse the conclusion.

Compare contribution difference: verification test 9

Create one synthetic counterexample for compare contribution difference. Change a single fee base, rate, fixed charge, funding, payment, commission, advertising, return, allocation, or target field, retain the prior packet, and show the retained-revenue, channel-cost, contribution, margin, difference, and Block, Review, or Ready effect.

Reconcile the counterexample against current official definitions, applicable account or contract evidence, payment statements, verified funding and advertising reports, commission records, seller cost ledgers, a mature return cohort, target approval, owner, reviewer, protected baseline, stop trigger, and restored result.

Explain why the test does not prove demand, conversion, lifetime value, payout timing, tax, accounting income, or marketplace superiority. Document any excluded cost that could reverse the conclusion.

Name the deciding driver: verification test 10

Create one synthetic counterexample for name the deciding driver. Change a single fee base, rate, fixed charge, funding, payment, commission, advertising, return, allocation, or target field, retain the prior packet, and show the retained-revenue, channel-cost, contribution, margin, difference, and Block, Review, or Ready effect.

Reconcile the counterexample against current official definitions, applicable account or contract evidence, payment statements, verified funding and advertising reports, commission records, seller cost ledgers, a mature return cohort, target approval, owner, reviewer, protected baseline, stop trigger, and restored result.

Explain why the test does not prove demand, conversion, lifetime value, payout timing, tax, accounting income, or marketplace superiority. Document any excluded cost that could reverse the conclusion.

Compare Marketplace Fee Scenarios Fairly: evidence exercise 1

Reperform hold product constant with invented Etsy, Shopify, and TikTok Shop packets. Hold product, currency, comparable customer revenue, evidence dates, common seller costs, return maturity, contribution target, and evidence controls constant, then isolate one declared channel difference.

Archive the accepted version before varying the field. Explain the resulting marketplace fee, payment or other fee, commission, advertising, allocated fixed cost, contribution, margin, left-minus-right difference, decision, monitoring trigger, and restoration path.

The exercise remains educational and source-linked. It does not hardcode a universal current rate, recommend a platform, approve an account change, or replace market-, category-, plan-, payment-, campaign-, contract-, tax-, or accounting-specific review.

Compare Marketplace Fee Scenarios Fairly: evidence exercise 2

Reperform hold revenue constant with invented Etsy, Shopify, and TikTok Shop packets. Hold product, currency, comparable customer revenue, evidence dates, common seller costs, return maturity, contribution target, and evidence controls constant, then isolate one declared channel difference.

Archive the accepted version before varying the field. Explain the resulting marketplace fee, payment or other fee, commission, advertising, allocated fixed cost, contribution, margin, left-minus-right difference, decision, monitoring trigger, and restoration path.

The exercise remains educational and source-linked. It does not hardcode a universal current rate, recommend a platform, approve an account change, or replace market-, category-, plan-, payment-, campaign-, contract-, tax-, or accounting-specific review.

Compare Marketplace Fee Scenarios Fairly: evidence exercise 3

Reperform align evidence dates with invented Etsy, Shopify, and TikTok Shop packets. Hold product, currency, comparable customer revenue, evidence dates, common seller costs, return maturity, contribution target, and evidence controls constant, then isolate one declared channel difference.

Archive the accepted version before varying the field. Explain the resulting marketplace fee, payment or other fee, commission, advertising, allocated fixed cost, contribution, margin, left-minus-right difference, decision, monitoring trigger, and restoration path.

The exercise remains educational and source-linked. It does not hardcode a universal current rate, recommend a platform, approve an account change, or replace market-, category-, plan-, payment-, campaign-, contract-, tax-, or accounting-specific review.

Compare Marketplace Fee Scenarios Fairly: evidence exercise 4

Reperform isolate market or plan with invented Etsy, Shopify, and TikTok Shop packets. Hold product, currency, comparable customer revenue, evidence dates, common seller costs, return maturity, contribution target, and evidence controls constant, then isolate one declared channel difference.

Archive the accepted version before varying the field. Explain the resulting marketplace fee, payment or other fee, commission, advertising, allocated fixed cost, contribution, margin, left-minus-right difference, decision, monitoring trigger, and restoration path.

The exercise remains educational and source-linked. It does not hardcode a universal current rate, recommend a platform, approve an account change, or replace market-, category-, plan-, payment-, campaign-, contract-, tax-, or accounting-specific review.

Compare Marketplace Fee Scenarios Fairly: evidence exercise 5

Reperform isolate payment path with invented Etsy, Shopify, and TikTok Shop packets. Hold product, currency, comparable customer revenue, evidence dates, common seller costs, return maturity, contribution target, and evidence controls constant, then isolate one declared channel difference.

Archive the accepted version before varying the field. Explain the resulting marketplace fee, payment or other fee, commission, advertising, allocated fixed cost, contribution, margin, left-minus-right difference, decision, monitoring trigger, and restoration path.

The exercise remains educational and source-linked. It does not hardcode a universal current rate, recommend a platform, approve an account change, or replace market-, category-, plan-, payment-, campaign-, contract-, tax-, or accounting-specific review.

scenario comparison matrix: compare marketplace fee scenarios fairly: evidence exercise 5
Original explanatory diagram for compare marketplace fee scenarios fairly: evidence exercise 5 using invented aggregate values and no private seller data.

Compare Marketplace Fee Scenarios Fairly: evidence exercise 6

Reperform isolate funding with invented Etsy, Shopify, and TikTok Shop packets. Hold product, currency, comparable customer revenue, evidence dates, common seller costs, return maturity, contribution target, and evidence controls constant, then isolate one declared channel difference.

Archive the accepted version before varying the field. Explain the resulting marketplace fee, payment or other fee, commission, advertising, allocated fixed cost, contribution, margin, left-minus-right difference, decision, monitoring trigger, and restoration path.

The exercise remains educational and source-linked. It does not hardcode a universal current rate, recommend a platform, approve an account change, or replace market-, category-, plan-, payment-, campaign-, contract-, tax-, or accounting-specific review.

Compare Marketplace Fee Scenarios Fairly: evidence exercise 7

Reperform isolate commission and ads with invented Etsy, Shopify, and TikTok Shop packets. Hold product, currency, comparable customer revenue, evidence dates, common seller costs, return maturity, contribution target, and evidence controls constant, then isolate one declared channel difference.

Archive the accepted version before varying the field. Explain the resulting marketplace fee, payment or other fee, commission, advertising, allocated fixed cost, contribution, margin, left-minus-right difference, decision, monitoring trigger, and restoration path.

The exercise remains educational and source-linked. It does not hardcode a universal current rate, recommend a platform, approve an account change, or replace market-, category-, plan-, payment-, campaign-, contract-, tax-, or accounting-specific review.

Compare Marketplace Fee Scenarios Fairly: evidence exercise 8

Reperform isolate fulfillment and returns with invented Etsy, Shopify, and TikTok Shop packets. Hold product, currency, comparable customer revenue, evidence dates, common seller costs, return maturity, contribution target, and evidence controls constant, then isolate one declared channel difference.

Archive the accepted version before varying the field. Explain the resulting marketplace fee, payment or other fee, commission, advertising, allocated fixed cost, contribution, margin, left-minus-right difference, decision, monitoring trigger, and restoration path.

The exercise remains educational and source-linked. It does not hardcode a universal current rate, recommend a platform, approve an account change, or replace market-, category-, plan-, payment-, campaign-, contract-, tax-, or accounting-specific review.

Compare Marketplace Fee Scenarios Fairly: evidence exercise 9

Reperform compare contribution difference with invented Etsy, Shopify, and TikTok Shop packets. Hold product, currency, comparable customer revenue, evidence dates, common seller costs, return maturity, contribution target, and evidence controls constant, then isolate one declared channel difference.

Archive the accepted version before varying the field. Explain the resulting marketplace fee, payment or other fee, commission, advertising, allocated fixed cost, contribution, margin, left-minus-right difference, decision, monitoring trigger, and restoration path.

The exercise remains educational and source-linked. It does not hardcode a universal current rate, recommend a platform, approve an account change, or replace market-, category-, plan-, payment-, campaign-, contract-, tax-, or accounting-specific review.

Compare Marketplace Fee Scenarios Fairly: evidence exercise 10

Reperform name the deciding driver with invented Etsy, Shopify, and TikTok Shop packets. Hold product, currency, comparable customer revenue, evidence dates, common seller costs, return maturity, contribution target, and evidence controls constant, then isolate one declared channel difference.

Archive the accepted version before varying the field. Explain the resulting marketplace fee, payment or other fee, commission, advertising, allocated fixed cost, contribution, margin, left-minus-right difference, decision, monitoring trigger, and restoration path.

The exercise remains educational and source-linked. It does not hardcode a universal current rate, recommend a platform, approve an account change, or replace market-, category-, plan-, payment-, campaign-, contract-, tax-, or accounting-specific review.

Hold the decision grain constant

Compare one product, customer-revenue definition, currency, seller discount, shipping treatment, product cost, fulfillment scope, return maturity, and evidence window. If one platform bundle, subscription, or fee applies at store level, document the denominator used to allocate it to the retained order.

Do not compare a high-volume Shopify average with a first-order Etsy or TikTok Shop charge without declaring volume. Open separate low-, base-, and high-volume scenarios when the allocation denominator can reverse the result.

Change one channel driver at a time

A controlled comparison varies one market, category, plan, payment path, fee base, funding rule, commission rate, advertising burden, return assumption, or fixed-cost denominator while preserving the accepted packet. Recalculate all affected component costs and margins.

Name the driver that changed the decision and its source. A multi-variable change may be useful for planning, but it cannot identify which fee or operating assumption caused the contribution difference.

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This is operational planning help, not tax, accounting, legal, financial, or platform-policy advice. Review the Terms and disclaimer, and verify current platform rules and fee assumptions before changing prices.