Act on the result
Negotiate within the feasible corridor or revisit an explicit cost or target when no corridor exists.
Educational only: Business decision support, not accounting, tax or legal advice.
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Update policy: Reviewed when formulas or official dependencies change.
Scope: Market-neutral small-business planning using your own assumptions.
What this planner helps you decide
Best for
Suppliers and product brands negotiating a wholesale sell-in price with a reseller.
Outputs
Supplier floor, reseller-compatible ceiling, both target gaps and period economics.
Start here
Enter the supplier cost stack, intended retail list price and both parties’ target margins.
Use a different tool when: Do not use this to balance a product portfolio; use Multi-product Price Architecture Planner for that decision. Use this tool to set a wholesale price that protects supplier and reseller margins.
Price & margin
Wholesale vs Retail Channel Margin: supplier floor
Supplier floor, reseller-compatible ceiling, both target gaps and period economics.
Amounts use the same currency as your inputs. No currency conversion is performed.
Wholesale vs Retail Channel Margin
Set a wholesale price that protects supplier and reseller target margins.
Your numbers stay in this browser
Supplier product cost per unit.
Supplier handling and wholesale service cost per unit.
Fee retained from wholesale price.
Contribution target retained from wholesale price.
Intended reseller selling price.
Reseller cost per unit excluding the wholesale purchase price.
Gross margin target retained by the reseller.
Supplier sell-in price to test.
Units in the shared comparison period.
Decision result
Every result is derived by the registered pricing engine.
PDF and CSV exports stay on this device. Clean page links contain no inputs.
- Feasible wholesale corridor
- 3.59
- Supplier Price Floor Ex Tax
- 54.41
- Reseller Price Ceiling Ex Tax
- 58.00
- Planned Supplier Contribution Per Unit Ex Tax
- 17.88
- Planned Supplier Margin
- 31.9%
- Planned Reseller Gross Profit Per Unit Ex Tax
- 29.00
- Planned Reseller Margin
- 32.2%
- Supplier Period Contribution Ex Tax
- 8,940.00
- Reseller Period Gross Profit Ex Tax
- 14,500.00
- Supplier Target Gap Per Unit Ex Tax
- 1.08
- Reseller Target Gap Per Unit Ex Tax
- 2.00
Scenario comparison
Each row names the assumption axis changed from the baseline.
ScenarioResultDifference
Current scenario3.59Baseline
Lower Planned wholesale price3.590.00
Higher Planned wholesale price3.590.00
Save these results, change an input, then compare the updated figures with this baseline.
The baseline is temporary in this tab and is not added to shared scenario links or generated reports.
Calculation details
View calculation detailsView the formulas and inputs used for these results.
Feasible wholesale corridor
Corridor Width Ex Tax
reseller-compatible ceiling − supplier price floor3.59 , ex taxResult3.59
Uses the entered assumptions on one consistent ex-tax commercial basis. The engine retains full precision; presentation is bounded for readability.
Wholesale vs Retail Channel Margin Planner formulas →Inputs used by these formula steps
- Corridor Width Ex TaxSupplier Unit Cost Ex Tax
- 35
- Corridor Width Ex TaxSupplier Wholesale Service Cost Per Unit Ex Tax
- 2
- Corridor Width Ex TaxSupplier Wholesale Fee Rate
- 0.02
- Corridor Width Ex TaxSupplier Target Margin
- 0.3
- Corridor Width Ex TaxRetail List Price Ex Tax
- 90
- Corridor Width Ex TaxReseller Selling Cost Per Unit Ex Tax
- 5
- Corridor Width Ex TaxReseller Target Margin
- 0.3
- Corridor Width Ex TaxPlanned Wholesale Price Ex Tax
- 56
- Corridor Width Ex TaxWholesale Units
- 500
Supplier Price Floor Ex Tax
Supplier Price Floor Ex Tax
supplier cost stack ÷ (1 − supplier fee − supplier target margin)54.41 , ex taxResult54.41
Uses the entered assumptions on one consistent ex-tax commercial basis. The engine retains full precision; presentation is bounded for readability.
Wholesale vs Retail Channel Margin Planner formulas →Inputs used by these formula steps
- Supplier Price Floor Ex TaxSupplier Unit Cost Ex Tax
- 35
- Supplier Price Floor Ex TaxSupplier Wholesale Service Cost Per Unit Ex Tax
- 2
- Supplier Price Floor Ex TaxSupplier Wholesale Fee Rate
- 0.02
- Supplier Price Floor Ex TaxSupplier Target Margin
- 0.3
- Supplier Price Floor Ex TaxRetail List Price Ex Tax
- 90
- Supplier Price Floor Ex TaxReseller Selling Cost Per Unit Ex Tax
- 5
- Supplier Price Floor Ex TaxReseller Target Margin
- 0.3
- Supplier Price Floor Ex TaxPlanned Wholesale Price Ex Tax
- 56
- Supplier Price Floor Ex TaxWholesale Units
- 500
Reseller Price Ceiling Ex Tax
Reseller Price Ceiling Ex Tax
retail list price × (1 − reseller target margin) − reseller selling cost58 , ex taxResult58.00
Uses the entered assumptions on one consistent ex-tax commercial basis. The engine retains full precision; presentation is bounded for readability.
Wholesale vs Retail Channel Margin Planner formulas →Inputs used by these formula steps
- Reseller Price Ceiling Ex TaxSupplier Unit Cost Ex Tax
- 35
- Reseller Price Ceiling Ex TaxSupplier Wholesale Service Cost Per Unit Ex Tax
- 2
- Reseller Price Ceiling Ex TaxSupplier Wholesale Fee Rate
- 0.02
- Reseller Price Ceiling Ex TaxSupplier Target Margin
- 0.3
- Reseller Price Ceiling Ex TaxRetail List Price Ex Tax
- 90
- Reseller Price Ceiling Ex TaxReseller Selling Cost Per Unit Ex Tax
- 5
- Reseller Price Ceiling Ex TaxReseller Target Margin
- 0.3
- Reseller Price Ceiling Ex TaxPlanned Wholesale Price Ex Tax
- 56
- Reseller Price Ceiling Ex TaxWholesale Units
- 500
Planned Supplier Contribution Per Unit Ex Tax
Planned Supplier Contribution Per Unit Ex Tax
planned wholesale price × (1 − supplier fee) − supplier cost stack17.88 , ex taxResult17.88
Uses the entered assumptions on one consistent ex-tax commercial basis. The engine retains full precision; presentation is bounded for readability.
Wholesale vs Retail Channel Margin Planner formulas →Inputs used by these formula steps
- Planned Supplier Contribution Per Unit Ex TaxSupplier Unit Cost Ex Tax
- 35
- Planned Supplier Contribution Per Unit Ex TaxSupplier Wholesale Service Cost Per Unit Ex Tax
- 2
- Planned Supplier Contribution Per Unit Ex TaxSupplier Wholesale Fee Rate
- 0.02
- Planned Supplier Contribution Per Unit Ex TaxSupplier Target Margin
- 0.3
- Planned Supplier Contribution Per Unit Ex TaxRetail List Price Ex Tax
- 90
- Planned Supplier Contribution Per Unit Ex TaxReseller Selling Cost Per Unit Ex Tax
- 5
- Planned Supplier Contribution Per Unit Ex TaxReseller Target Margin
- 0.3
- Planned Supplier Contribution Per Unit Ex TaxPlanned Wholesale Price Ex Tax
- 56
- Planned Supplier Contribution Per Unit Ex TaxWholesale Units
- 500
Planned Supplier Margin
Planned Supplier Margin
supplier contribution per unit ÷ planned wholesale price31.93%Result31.9%
Uses the entered assumptions on one consistent ex-tax commercial basis. The engine retains full precision; presentation is bounded for readability.
Wholesale vs Retail Channel Margin Planner formulas →Inputs used by these formula steps
- Planned Supplier MarginSupplier Unit Cost Ex Tax
- 35
- Planned Supplier MarginSupplier Wholesale Service Cost Per Unit Ex Tax
- 2
- Planned Supplier MarginSupplier Wholesale Fee Rate
- 0.02
- Planned Supplier MarginSupplier Target Margin
- 0.3
- Planned Supplier MarginRetail List Price Ex Tax
- 90
- Planned Supplier MarginReseller Selling Cost Per Unit Ex Tax
- 5
- Planned Supplier MarginReseller Target Margin
- 0.3
- Planned Supplier MarginPlanned Wholesale Price Ex Tax
- 56
- Planned Supplier MarginWholesale Units
- 500
Planned Reseller Gross Profit Per Unit Ex Tax
Planned Reseller Gross Profit Per Unit Ex Tax
retail list price − planned wholesale price − reseller selling cost29 , ex taxResult29.00
Uses the entered assumptions on one consistent ex-tax commercial basis. The engine retains full precision; presentation is bounded for readability.
Wholesale vs Retail Channel Margin Planner formulas →Inputs used by these formula steps
- Planned Reseller Gross Profit Per Unit Ex TaxSupplier Unit Cost Ex Tax
- 35
- Planned Reseller Gross Profit Per Unit Ex TaxSupplier Wholesale Service Cost Per Unit Ex Tax
- 2
- Planned Reseller Gross Profit Per Unit Ex TaxSupplier Wholesale Fee Rate
- 0.02
- Planned Reseller Gross Profit Per Unit Ex TaxSupplier Target Margin
- 0.3
- Planned Reseller Gross Profit Per Unit Ex TaxRetail List Price Ex Tax
- 90
- Planned Reseller Gross Profit Per Unit Ex TaxReseller Selling Cost Per Unit Ex Tax
- 5
- Planned Reseller Gross Profit Per Unit Ex TaxReseller Target Margin
- 0.3
- Planned Reseller Gross Profit Per Unit Ex TaxPlanned Wholesale Price Ex Tax
- 56
- Planned Reseller Gross Profit Per Unit Ex TaxWholesale Units
- 500
Planned Reseller Margin
Planned Reseller Margin
reseller gross profit per unit ÷ retail list price32.22%Result32.2%
Uses the entered assumptions on one consistent ex-tax commercial basis. The engine retains full precision; presentation is bounded for readability.
Wholesale vs Retail Channel Margin Planner formulas →Inputs used by these formula steps
- Planned Reseller MarginSupplier Unit Cost Ex Tax
- 35
- Planned Reseller MarginSupplier Wholesale Service Cost Per Unit Ex Tax
- 2
- Planned Reseller MarginSupplier Wholesale Fee Rate
- 0.02
- Planned Reseller MarginSupplier Target Margin
- 0.3
- Planned Reseller MarginRetail List Price Ex Tax
- 90
- Planned Reseller MarginReseller Selling Cost Per Unit Ex Tax
- 5
- Planned Reseller MarginReseller Target Margin
- 0.3
- Planned Reseller MarginPlanned Wholesale Price Ex Tax
- 56
- Planned Reseller MarginWholesale Units
- 500
Supplier Period Contribution Ex Tax
Supplier Period Contribution Ex Tax
supplier contribution per unit × wholesale units8,940 , ex taxResult8,940.00
Uses the entered assumptions on one consistent ex-tax commercial basis. The engine retains full precision; presentation is bounded for readability.
Wholesale vs Retail Channel Margin Planner formulas →Inputs used by these formula steps
- Supplier Period Contribution Ex TaxSupplier Unit Cost Ex Tax
- 35
- Supplier Period Contribution Ex TaxSupplier Wholesale Service Cost Per Unit Ex Tax
- 2
- Supplier Period Contribution Ex TaxSupplier Wholesale Fee Rate
- 0.02
- Supplier Period Contribution Ex TaxSupplier Target Margin
- 0.3
- Supplier Period Contribution Ex TaxRetail List Price Ex Tax
- 90
- Supplier Period Contribution Ex TaxReseller Selling Cost Per Unit Ex Tax
- 5
- Supplier Period Contribution Ex TaxReseller Target Margin
- 0.3
- Supplier Period Contribution Ex TaxPlanned Wholesale Price Ex Tax
- 56
- Supplier Period Contribution Ex TaxWholesale Units
- 500
Reseller Period Gross Profit Ex Tax
Reseller Period Gross Profit Ex Tax
reseller gross profit per unit × wholesale units14,500 , ex taxResult14,500.00
Uses the entered assumptions on one consistent ex-tax commercial basis. The engine retains full precision; presentation is bounded for readability.
Wholesale vs Retail Channel Margin Planner formulas →Inputs used by these formula steps
- Reseller Period Gross Profit Ex TaxSupplier Unit Cost Ex Tax
- 35
- Reseller Period Gross Profit Ex TaxSupplier Wholesale Service Cost Per Unit Ex Tax
- 2
- Reseller Period Gross Profit Ex TaxSupplier Wholesale Fee Rate
- 0.02
- Reseller Period Gross Profit Ex TaxSupplier Target Margin
- 0.3
- Reseller Period Gross Profit Ex TaxRetail List Price Ex Tax
- 90
- Reseller Period Gross Profit Ex TaxReseller Selling Cost Per Unit Ex Tax
- 5
- Reseller Period Gross Profit Ex TaxReseller Target Margin
- 0.3
- Reseller Period Gross Profit Ex TaxPlanned Wholesale Price Ex Tax
- 56
- Reseller Period Gross Profit Ex TaxWholesale Units
- 500
Supplier Target Gap Per Unit Ex Tax
Supplier Target Gap Per Unit Ex Tax
supplier contribution per unit − planned wholesale price × supplier target margin1.08 , ex taxResult1.08
Uses the entered assumptions on one consistent ex-tax commercial basis. The engine retains full precision; presentation is bounded for readability.
Wholesale vs Retail Channel Margin Planner formulas →Inputs used by these formula steps
- Supplier Target Gap Per Unit Ex TaxSupplier Unit Cost Ex Tax
- 35
- Supplier Target Gap Per Unit Ex TaxSupplier Wholesale Service Cost Per Unit Ex Tax
- 2
- Supplier Target Gap Per Unit Ex TaxSupplier Wholesale Fee Rate
- 0.02
- Supplier Target Gap Per Unit Ex TaxSupplier Target Margin
- 0.3
- Supplier Target Gap Per Unit Ex TaxRetail List Price Ex Tax
- 90
- Supplier Target Gap Per Unit Ex TaxReseller Selling Cost Per Unit Ex Tax
- 5
- Supplier Target Gap Per Unit Ex TaxReseller Target Margin
- 0.3
- Supplier Target Gap Per Unit Ex TaxPlanned Wholesale Price Ex Tax
- 56
- Supplier Target Gap Per Unit Ex TaxWholesale Units
- 500
Reseller Target Gap Per Unit Ex Tax
Reseller Target Gap Per Unit Ex Tax
reseller gross profit per unit − retail list price × reseller target margin2 , ex taxResult2.00
Uses the entered assumptions on one consistent ex-tax commercial basis. The engine retains full precision; presentation is bounded for readability.
Wholesale vs Retail Channel Margin Planner formulas →Inputs used by these formula steps
- Reseller Target Gap Per Unit Ex TaxSupplier Unit Cost Ex Tax
- 35
- Reseller Target Gap Per Unit Ex TaxSupplier Wholesale Service Cost Per Unit Ex Tax
- 2
- Reseller Target Gap Per Unit Ex TaxSupplier Wholesale Fee Rate
- 0.02
- Reseller Target Gap Per Unit Ex TaxSupplier Target Margin
- 0.3
- Reseller Target Gap Per Unit Ex TaxRetail List Price Ex Tax
- 90
- Reseller Target Gap Per Unit Ex TaxReseller Selling Cost Per Unit Ex Tax
- 5
- Reseller Target Gap Per Unit Ex TaxReseller Target Margin
- 0.3
- Reseller Target Gap Per Unit Ex TaxPlanned Wholesale Price Ex Tax
- 56
- Reseller Target Gap Per Unit Ex TaxWholesale Units
- 500
Inputs used
- Supplier unit cost
- 35
- Supplier wholesale service cost
- 2
- Supplier wholesale fee
- 0.02
- Supplier target margin
- 0.3
- Retail list price
- 90
- Reseller selling cost
- 5
- Reseller target margin
- 0.3
- Planned wholesale price
- 56
- Wholesale units
- 500
Open this calculator with preset values
This calculator supports documented, shareable scenario URLs. Compatible assistants and applications can construct links using the parameters below.
Scenario links contain only allowlisted numeric and closed-choice inputs shown in the URL; Margin101 excludes free text and identifying fields. Anyone you share the URL with can read those numbers, so do not include private or identifying data.
| Parameter | Meaning | Unit | Allowed values | Presence | Default |
|---|---|---|---|---|---|
| plannedWholesalePriceExTax | Supplier sell-in price to test. | currency units/product unit, ex tax | 0 to 10000000 | Required | 56 |
| resellerSellingCostPerUnitExTax | Reseller cost per unit excluding the wholesale purchase price. | currency units/product unit, ex tax | 0 to 10000000 | Required | 5 |
| resellerTargetMargin | Gross margin target retained by the reseller. | proportion of retail price retained by reseller | 0 to 0.99 | Required | 0.3 |
| retailListPriceExTax | Intended reseller selling price. | currency units/product unit, ex tax | 0 to 10000000 | Required | 90 |
| supplierTargetMargin | Contribution target retained from wholesale price. | proportion of wholesale price retained by supplier | 0 to 0.99 | Required | 0.3 |
| supplierUnitCostExTax | Supplier product cost per unit. | currency units/product unit, ex tax | 0 to 10000000 | Required | 35 |
| supplierWholesaleFeeRate | Fee retained from wholesale price. | proportion of wholesale price charged as supplier fee | 0 to 0.99 | Required | 0.02 |
| supplierWholesaleServiceCostPerUnitExTax | Supplier handling and wholesale service cost per unit. | currency units/product unit, ex tax | 0 to 10000000 | Required | 2 |
| wholesaleUnits | Units in the shared comparison period. | whole product units/comparison period | 0 to 10000000 | Required | 500 |
Wholesale vs Retail Channel Margin: supplier floor
The corridor shows whether one wholesale price can meet both the supplier and reseller margin targets entered.
Formula summary
- Primary formula
- corridor = reseller-compatible ceiling − supplier price floor
Data used here
- The estimate uses your inputs and the general business formula documented in the methodology.
Decision checks
Stress-test the decision
Retest the reseller selling cost and both target margins before confirming wholesale terms.
When this estimate can be misleading
- This workflow models supplier and reseller margin targets; it does not compare direct and partner channel contribution.
- Results depend on the accuracy and consistent basis of your inputs.
- The planner does not predict demand, competitor behaviour or supplier terms.
- Use the result as educational business decision support, not accounting, tax or legal advice.
- The corridor shows whether one wholesale price can meet both the supplier and reseller margin targets entered.
Educational estimate, not advice. See all assumptions & limitations →
Related reading
Guides to interpret the decision and its assumptions.
- Channel Pricing: Protect One Product Margin
Compare channel cost stacks, contribution, cash terms and capacity on one basis without assuming identical margins or provider fees.
Read guide - Distributor Margin and Channel Conflict
Compare distributor and direct-channel contribution while making price, service, territory and cannibalisation assumptions visible.
Read guide
Frequently asked questions
How do I set a wholesale price that protects supplier and reseller margins?
Negotiate within the feasible corridor or revisit an explicit cost or target when no corridor exists.
Which planning assumptions should I stress-test?
Compare a plausible alternative scenario and verify the decision-critical assumption that changes the plan most.