Net proceeds
Net proceeds are what actually reaches your account from a sale after the channel's fee, payment processing, shipping, and insurance to the buyer have been taken out.
Every other number in a deal is built on net proceeds. Dealers who plan from the headline sale price rather than net proceeds routinely overestimate their profit and overpay for stock.
Work out net proceeds for the specific channel you'll sell through, since fee structures differ widely between marketplaces, direct sales, and dealer-to-dealer trades.
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Plain-English guides to buying, pricing and selling watches as a business. Free, and written to be used at the counter.