No, amazingly, not that accountant.
How can small businesses regain their feet during the present COVID-19 crisis?
Bob’s suggested answer was:
I would offer: try marginal pricing.
Turnover is comprised of direct costs, fixed costs and profit(loss). At the very least businesses could exclude the profit element from their prices to make a contribution. A widget sold for £100 (pre-covid19) with a direct cost of £30, fixed costs recovery of £30 and profit of £40, could be sold for £60 and the financial position of the company in the short-term would be unaffected?
Rather missing that gross profit and profit are different things, no?