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First off, it's a goods and services business, with sales of product and R&D being a significant part. You imply that profitability all lies within the owner's control. that is simply not so. there are too many variables, the economy, employee behaviors, natural disasters, lawsuits, changes in technology, personal health, varriable costs, and competitive forces to name a few. then your suggestion is to transfer expense from a low profit item to a high profit item, on the "hopes" that it will lead to future business from the folks that are spending the least amount of money to begin with. Better to keep in good stead with your the folks who are already spending the serious bucks. All he needs to do is change the wording to a "minimum order amount," say $20 (wow, what a coincidence), keep the shipping charge proportionate, and then folks will quit squawking for the most part. I believe it's about perception more than the dollar amount.
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