Your revenue is holding steady, your margin is declining, and the balance sheet doesn’t explain why or where to start. Part of your sales is at a price you don’t set, while the rest depends on your prices, discounts, and product assortment. Example from the white paper: a 20% discount on a product purchased for €6 and sold for €10 cuts its margin in half, so you have to sell twice as much to maintain your revenue.
