In the Profit First system, Real Revenue is your true operating income—the amount left after subtracting the direct costs required to deliver your product or service. Profit First is a system created by Mike Michalowicz that redefines how profit is calculated in small businesses.
That means you don’t base your financial strategy on top-line sales. You base it on what you actually get to keep.
This is the number you use to allocate funds for profit, taxes, owner’s compensation, and operating expenses. If you get this wrong, everything else downstream becomes distorted.
Let’s break it down.
In traditional accounting, profit is calculated as sales minus expenses equals profit. This means profit is treated as an afterthought, only what remains after all expenses are paid. The Profit First method flips this formula to sales minus profit equals expenses, ensuring profit is prioritized and built into your business model from the start.
Total Income represents all cumulative sales of a business over a period. Real Revenue is calculated from this figure by subtracting the costs of materials and subcontractors, giving you a clearer picture of what your business truly earns.
When looking at the formula, Real Revenue is a simpler calculation and less subjective than Gross Profit. Gross profit is defined as total revenue minus cost of goods sold (COGS), but Real Revenue focuses specifically on the money available for operating your business after direct costs, making it distinct from other income measures.
What Is Real Revenue in Profit First?
Real Revenue is not your gross income. It’s what remains after you remove the cost of materials and subcontractors—the direct costs needed to fulfill your work. In this context, ‘goods sold’ refers specifically to the cost of materials and subcontractor costs directly tied to fulfilling client work.
Formula:Real Revenue = Total Revenue – COGS (materials and subcontractors only)
If a significant portion (typically more than 20%) of your total income is spent on materials and subcontractors, you should use Real Revenue for the Profit First process. Profit First percentages should always be based on Real Revenue, not total revenue or gross profit.
These are not your fixed overhead or team payroll. These are pass-through costs tied to delivering the service or product.
Profit First Example
Let’s say you’re a general contractor who brings in $100,000 in a quarter. This example could also be scaled to annual revenue to better understand your company’s financial scale and benchmark against industry standards.
You spend:
- $20,000 on lumber, fixtures, and raw materials
- $10,000 on subcontracted electricians and framers
Those are direct delivery costs—essential expenses required to complete jobs efficiently. These costs must be accounted for before any profit allocations to ensure proper pricing and profitability.
Your Real Revenue is $70,000. That’s what you use to run your business and apply your Profit First percentages. At this stage, you begin allocating income by moving money from the income account to other designated accounts based on set percentages, typically on the 10th and 25th of each month (the 10/25 Rule). This process of allocating money helps manage cash flow and supports operational efficiency.
Why Real Revenue Matters
1. Accurate Allocation
Using top-line revenue to fund your Profit, Tax, and Owner’s Pay accounts will lead to shortfalls. Real Revenue gives you a reliable base for allocation. It’s important to know your current allocation percentages and perform an instant assessment to determine your starting point before implementing the Profit First method. Regularly review and adjust your allocation percentages based on your business’s performance and financial needs.
2. Cleaner Financial Visibility
When your operating decisions are based on Real Revenue, you avoid overcommitting cash that isn’t really available. The Profit First method provides clarity over cash flow trends, helps identify gaps in cash flow, and supports a more sustainable business model by encouraging owners to pay themselves first.
3. Better Strategic Planning
From pricing to team structure, understanding Real Revenue helps you stay grounded in the numbers that reflect actual margin and sustainability. The Profit First method supports financial management and cash flow management, especially for small businesses and service based business, by making it easier to make informed decisions and optimize profit margins.
4. Target Allocation Percentages (TAPs)
Profit First uses industry-specific TAPs to guide how much you allocate to each account. Those percentages are always based on Real Revenue, not gross sales. You should determine your allocation percentages based on an assessment of your current financial situation and industry benchmarks.
What to Subtract—and What Not To
Subtract:
- Subcontractors performing client-facing work
- Materials that go directly into a deliverable
- Outside vendors whose costs are tied to fulfillment
While gross profit also subtracts cost of goods sold (COGS) from total revenue, Real Revenue is a simpler and less subjective calculation that focuses only on materials and subcontractor costs directly tied to client deliverables. This makes Real Revenue easier to track and more consistent, especially for service-based businesses. Understanding the distinction between Real Revenue and gross profit is important for evaluating profitability and ensuring accurate financial metrics.
Don’t Subtract:
- In-house payroll
- Admin contractors
- Marketing or advertising costs
- Software or tools
When It Gets Complicated
Blended businesses often get stuck here. If you offer both products and services, or if your team includes a mix of employees and contractors, it’s easy to misclassify costs. That’s when a proper Profit First assessment helps. Consulting a certified Profit First professional can help you determine the right profit percentage and right profit allocation for your business, ensuring you’re using the correct numbers for your unique situation. Allocation percentages should be based on an assessment of your current financial situation and industry benchmarks, and can be adjusted based on the owner’s financial needs and the value they bring to the business.
Because if you’re allocating from the wrong number, the system fails.
Start with the Right Number
Your entire Profit First system is built on Real Revenue. Prioritizing profit and taking profit first are essential steps that encourage business owners to be more resourceful and innovative, leading to better financial health. By removing profit from immediate access—transferring it to a separate savings account or a zero-fee bank account dedicated to profit allocation—you support better financial discipline and ensure that funds are not easily spent. Setting up a separate account for profit, tax, and operational expenses is a core part of the Profit First approach, helping to segregate funds and improve cash management. You can start with a small profit allocation percentage, such as 1%, and gradually increase it as your business grows. The Profit First approach leverages human psychology by employing bank balance accounting and creating artificial scarcity in the operating expenses account, which forces business owners to find ways to operate with less and encourages creative problem-solving. Get that part right, and the rest becomes much easier to manage.
If you’re not sure how to calculate it correctly—or if your margins still feel off even after implementing the system—it may be time to bring in a professional.
Bank Accounts and Cash Management
A cornerstone of the Profit First method is the use of multiple, separate bank accounts to streamline cash management and reinforce financial discipline. Instead of relying on a single account to manage all business finances, small business owners set up distinct accounts for profit, owner’s pay, taxes, and operating expenses. This structure makes it easy to see exactly how much cash is available for each purpose, supporting smarter, more confident decision-making.
This approach, known as “bank balance accounting,” means you make financial choices based on the actual balances in your bank accounts—not just what your accounting software says. By physically separating funds, you avoid the temptation to dip into money earmarked for profit or taxes to cover operating expenses, ensuring that every dollar is allocated with intention.
To implement the Profit First system, start by opening these essential bank accounts. If you manage a solo 401(k) as part of your financial strategy, it’s crucial to understand Form 5500-EZ requirements and potential IRS penalties.
- Income Account: All top line revenue flows into this account. It serves as the holding area for your total income before allocation.
- Profit Account: A dedicated savings account where you transfer a specific percentage of real revenue, ensuring profit is set aside before any other expenses are paid.
- Owner’s Pay Account: This account is for your compensation as the business owner, funded by a fixed percentage of income to guarantee you’re paid consistently.
- Tax Account: Set aside funds for income tax obligations here, so you’re never caught off guard when tax season arrives.
- Operating Expenses Account: All business expenses—rent, utilities, supplies, and other costs—are paid from this account, making it easy to track and control spending.
By maintaining these separate accounts, you create a cash management system that prioritizes profit allocation and keeps your business finances organized. Regularly, you’ll transfer funds from the income account to the other accounts based on your target allocation percentages (TAPs). These percentages are calculated from your real revenue (total income minus direct costs like materials and subcontractors), not just your gross or line revenue.
Determining the right TAPs for your business involves considering industry benchmarks, your business size, current profit margins, and your pricing strategy. As your business grows or your cash flow trends shift, you can adjust these allocation percentages to support sustainable growth and optimize your financial health.
Work with a Profit First Pro
We help business owners implement Profit First the right way, starting with a clean Real Revenue calculation. The Profit First approach supports profitable businesses by ensuring that businesses focus on profit, not just increasing sales, which is essential for sustainable growth. We recognize that different industries have varying profit margins, overhead costs, and financial structures, so Profit First percentages must be tailored accordingly. Startups and established businesses also have different financial management needs, which impact how Profit First is applied. Your long-term business goals—such as saving for a major investment or expansion—should influence your Profit First percentages and overall financial management strategy. With our guidance, you’ll build a financial system that gives you predictability, clarity, and control, while identifying gaps in cash flow and areas that may benefit from additional working capital.
