Why "40% Margin" Applied as a 40% Markup Produces Only 28.6% Gross Margin — And the Conversion Formula That Fixes It
Gross margin and markup describe the same profit relationship but calculate it differently — markup uses cost as the denominator, gross margin uses selling price. A business targeting "40% margin" that applies a 40% markup gets only 28.6% gross margin, systematically underpricing every product. Here's the conversion formula, why the two measures diverge dramatically at higher values (50% margin requires 100% markup), and the VAT extraction error that catches even mathematically confident people.