Food Entrepreneur Forum

Steve,I have enjoyed reading your book, as I am in the "feasibility analysis" stage for the potential launch of a jerk marinade.I have a question regarding a typical marketing budget ranges. I am a little confused about what to expect-- in one part of the book, I gathered that 10-15% of net sales would be typical for marketing/advertising.But in an earlier chapter, it implied that a gross profit of 20% and a net profit of 10% would be typical. If this second set of circumstances is true, there is only a total of 10% of net sales free to be spent on all overhead/soft costs including marketing....?I'm sure I missed something-- can you help me reconcile?If it helps, our cost of goods is anticipated to be $2.00/bottle, and we have anticipated a retail price of around $4.75.Thanks!Austin

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