Porter's Five ForcesvsGross Margin

Porter's Five Forces is a framework that proves industry profitability is not determined by the product, but by the structure of the market. It dictates that your margins are constantly under attack from five directions: Existing Rivals, Powerful Suppliers, Powerful Buyers, Substitute Products, and New Entrants. If all five forces are strong, nobody makes money.

Gross margin is the percentage of revenue left after subtracting the direct costs of delivering your product (Cost of Goods Sold / COGS). For SaaS, COGS includes hosting, customer support, and payment processing — typically leaving 70-85% gross margins. For e-commerce, COGS includes product costs, shipping, and packaging — typically 30-50% margins. Gross margin determines how much money you have to invest in growth (sales, marketing, R&D). A SaaS company with 80% gross margins has $0.80 per revenue dollar for growth; a hardware company with 30% margins has only $0.30.

Using it as a static checklist for a corporate PowerPoint presentation. If you write down 'Supplier Power is High' and then do absolutely nothing to physically alter your business model to neutralize that threat (like vertically integrating or acquiring the supplier), you've completely missed the point of the exercise.

The trap is miscategorizing expenses to inflate gross margin. Some companies exclude customer success, onboarding, or infrastructure costs from COGS to make gross margins look SaaS-like (75%+) when they're really services businesses (50-60%). VCs see through this immediately. If your 'SaaS' has 55% gross margins, you're not a SaaS company — you're a services company with a software wrapper. The valuation difference is 3-5x.

Map the five forces for your industry today. Identify the single force compressing your margins the most aggressively. Draft one specific strategic initiative this quarter—such as building API lock-in to reduce Buyer Power, or signing exclusive long-term contracts to reduce Supplier Power—to destroy that threat.

Calculate gross margin honestly: include ALL costs directly related to delivering your product to one more customer. For SaaS: hosting/infrastructure, payment processing, customer support, DevOps. Formula: Gross Margin = (Revenue − COGS) ÷ Revenue × 100. Target: 70%+ for SaaS, 50%+ for marketplace, 30%+ for e-commerce. Track monthly and investigate any decline — it usually means infrastructure costs are scaling faster than revenue.