Learning center series

What is wholesale price?

Navigating the terrain of wholesale pricing can feel much like directing a convoy through a bustling city – full of detours, traffic signs, and a race against the clock. While overwhelming at first glance, with finesse and some street-level knowledge, you can optimize this route to fuel your success.

Considering that there are over 300,000 wholesale distributors in the U.S. alone - enough to line up from Los Angeles to New York approximately 37 times - the sheer scale of options can be overwhelming.

This, dear retailer, is your roadmap to excel in the cutthroat chess game that is wholesale pricing in 2024. Buckle up as we guide you through strategic chess moves, winning gambits, and pitfalls to avoid in the proverbial jungle that the wholesale market can be. After all, in the world of retail, understanding wholesale pricing is not just a winning move, but it’s the kingmaker.

Understanding Wholesale Price: A Comprehensive Guide

TL; DR

📝 What is wholesale price?
The price at which products are purchased in bulk by retailers from suppliers or manufacturers.

💼 Why is wholesale price important?
Crucial for determining the cost structure, setting retail prices, and managing profit margins.

🔍 Factors Impacting Wholesale Price
Includes factors like production cost, market demand, bulk purchase discounts, and supply chain costs.

Definition of Wholesale Price

Wholesale price represents the cost of goods when they are sold in bulk to retailers or distributors. It doesn’t include the retail markup, which is the profit margin set by retail businesses. The wholesale price is determined by the manufacturer or the wholesaler and forms the baseline before any additional costs are added. The concept of wholesale pricing is key to the retail industry; it’s this rate that retailers build their selling price upon.

Understanding wholesale pricing can help businesses price products appropriately and drive profits. It’s the price at which products are purchased in bulk by retailers before being marked up and sold to end consumers at a higher retail price, typically lower than retail prices as it doesn’t include additional costs and margins associated with marketing, packaging, and direct selling to consumers.

Importance of Wholesale Price in Retail Business

Wholesale price has a direct impact on a retail business’s bottom line. Retailers purchase products at the wholesale price and sell them at a higher price – the retail price – to consumers. This difference, or markup, is their revenue. More than just a purchasing cost, wholesale price informs pricing strategies, drives stocking decisions, and impacts profit margins. In other words, wholesale price is a crucial pivot around which retail business revolves. Businesses that understand the dynamics of wholesale pricing reap improved profits and competitive advantage.

Conversely, not understanding wholesale pricing can have detrimental effects. An increase in wholesale prices can narrow down profit margins for retailers, potentially leading to increased retail prices. This might discourage buyers, negatively impacting overall business profitability. Retailers need to be prepared for wholesale price volatility, as sudden spikes could force challenging decisions like decreasing stock levels, raising retail prices, or switching to alternative products or suppliers for sustainability.

Factors Influencing Wholesale Price

Wholesale price is not a flat, unchanging number. It’s influenced by a slew of factors that can move the needle up or down. Key factors include production costs, market demand, competitive landscape, and global economic factors.

  1. Production Costs: The cost of generating a product has a straightforward influence on wholesale pricing. Higher production costs often translate into higher wholesale prices.
  2. Market Demand: When a product is in high demand, wholesalers have more leverage to increase their prices. Conversely, low demand could force wholesalers to lower their price to move inventory.
  3. Competition: In a saturated market, aggressive competition can drive down wholesale prices as suppliers vie for retail clients.
  4. Global Economic Factors: Shifts in the global economy, such as changes to trade agreements or fluctuations in currency value, can have a significant impact on wholesale prices.
How global economic factors affect wholesale pricing.

With a projected global growth of 3.1% in 2024, a slight increase in 2025, and inflation expected to fall to 3.9%, the economic winds will sway wholesale pricing in various ways.

Understanding wholesale price is a critical move towards mastering the nuanced art of retail pricing. Let’s dispel any ambiguity and put the ambiguities of wholesale pricing to good use in the retail setting. Understanding these factors helps businesses make smart purchasing decisions, leading to better margins and competitive positioning.

Mastering Wholesale Price Calculation: A Step-by-Step Approach

In the competitive environment of wholesale operations, understanding and managing unit costs is fundamental to ensure profitability. Retailers must navigate through complex distribution processes, which significantly influence the efficiency and cost-effectiveness of their wholesale operations. A clear grasp of these processes enables retailers to offer a wider range of products, catering to diverse customer segments including both retail customers and B2B customers. By focusing on profitable products and optimizing their inventory based on customer insights, retailers can enhance the overall customer experience. This approach not only leads to better customer satisfaction but also to more positive customer reviews, which are vital in today’s market. Retailers must constantly evaluate their product offerings to ensure they meet the evolving needs of different customer segments, thereby ensuring the sustainability and growth of their wholesale operations. Metrobi provides a comprehensive suite of solutions to help wholesalers streamline their delivery operations, reduce costs, and improve efficiency.

  1. Mastering wholesale pricing requires understanding key components including the cost of goods, overhead, desired profit margin, and finally, calculating the wholesale price.
  2. Readers will gain tools to effectively calculate and adjust their wholesale prices, positively impacting their profits.
  3. The process is methodical, but eminently achievable – unlocking financial success.

Step 1: Understanding Cost of Goods Sold (COGS)

Cost of Goods Sold, or COGS, is the fundamental starting point for pricing any product. It’s the expenses directly related to the production of your product – the raw materials, labor involved, and any factory overhead. By calculating and understanding your COGS, you put yourself in a position to determine your optimal wholesale pricing. Knowing this, you can counteract market fluctuations or changes in production costs without endangering your bottom line. Discover how to avoid critical errors in wholesale pricing and safeguard your business’s financial health with our comprehensive guide.

To illustrate the concept of calculating the Cost of Goods Sold (COGS) using a COGS calculator, let’s consider a simplified example. Additionally, understanding your COGS can help you increase your profit margins and ensure the sustainability of your business.

Example: How to calculate Cost of Goods Sold (COGS)

Suppose you’re running a retail business, and you need to calculate the COGS for a specific period.

  1. Beginning Stock: Assume your initial stock at the start of the period was valued at $10,000.
  2. Purchases: During the period, you purchased additional stock worth $5,000.
  3. Ending Stock: At the end of the period, your remaining stock is valued at $7,000.

The COGS calculation would be as follows:

COGS = (Beginning Stock + Purchases) – Ending Stock
COGS = ($10,000 + $5,000) – $7,000
COGS = $8,000

So, the COGS for the period would be $8,000. This amount represents the direct costs associated with the products sold during this period. Remember, this is a simplified example, and in real scenarios, you may need to consider other factors like discounts, returns, or damaged goods. For a more accurate calculation, using a dedicated COGS calculator for retail businesses is recommended.

Step 2: Incorporating Overhead Costs

Overhead costs could be anything that doesn’t directly contribute to the making of the product but is essential for running the business. These could be rent, utilities, insurance, or salaries for non-production employees, for instance. A common mistake many retailers make is neglecting to factor in these costs when determining wholesale prices, which can critically undercut profitability. To avoid this, it’s essential to have a firm grasp on your company’s overhead and ensure it’s included in your cost calculations.

Regularly review and update overhead costs for accurate profit measures. Consider using accounting software to track these expenses more accurately.

Step 3: Determining Desired Profit Margin

Knowing your desired profit margin is the key to setting a price that nets you a healthy profit. A profit margin isn’t merely “what you’d like to make”, it’s based on solid market research and an understanding of your company’s financial needs. It encapsulates the markup percentage you add to your production costs to determine your final wholesale price. As markets and operations change, your profit margin may need to adjust. Hence, active management is critical.

Step 4: Calculating the Wholesale Price

Automate your wholesale pricing calculation process to save time and avoid potential errors. However, always cross-check for accuracy.

Once you’ve determined your COGS, overhead costs and desired profit margin, calculating the wholesale price is a straightforward task. Add your COGS and overhead costs, then mark up the total by your markup percentage to arrive at your wholesale price. It’s as simple as that – and vital for ensuring that your business remains profitable and sustainable.

Mastering wholesale price involves understanding key components and making calculated decisions. It’s an often overlooked facet of success in retail but is essential in ensuring optimum profit and competitiveness.

Wholesale vs Retail Price: The Key Differences

Definition of Retail Price

Retail price is the final cost consumers foot when purchasing goods or services from a retailer. It’s more than the item’s wholesale or production cost, as it includes additional elements like overheads, operational costs, and of course, the retailer’s profit margin.

Retail Price Composition

Let’s explore the breakdown of a retail price with this donut chart, which illustrates the various components that contribute to the final cost consumers pay when purchasing goods or services from a retailer.

Let's break down the components of a $100 retail price for a product:

Total Retail Price = Wholesale Cost + Profit Margin + Operating Expenses
Total Retail Price = $40 + $40 + $20 = $100

So, for a $100 retail price, with a $40 wholesale cost, a 40% profit margin, and 20% operating expenses, the breakdown would be as mentioned above.

Retail mark up vs Manufacturer price

For instance, a sneaker manufacturer sells a pair to retailers at $20, these retailers in turn would mark up the price to, say, $50 for end consumers—this is the retail price. Retail price isn't a static figure; it varies from one retailer to another and fluctuates based on market forces such as location, demand, brand reputation, and the target audience's purchasing prowess.

Factors Influencing Retail Price

Several components determine retail pricing. Beyond the direct cost of acquiring the product or wholesale price, key factors include:

Operating Costs
Running a store entails costs like rent, utilities, employee wages, insurance, and other regular expenses. The retail price must cover these operating costs to make a profit and sustain the business.

Market Trends
Market trends and conditions significantly shape retail pricing. For instance, during festive or peak seasons, the demand for certain products could spike, allowing retailers to hike their prices somewhat. Conversely, during a downtown, prices might be lowered to stimulate demand.

Customer Perception
The perceived value of a product also influences its retail price. If customers perceive a product to be of high quality or associated with certain premium attributes, they’ll be willing to pay a higher price for it. Brands often leverage this perceived value to command higher price points.

Retail pricing is influenced by key factors:
  • Operating Costs:
    These are the expenses like rent and employee wages that a store incurs. For example, a cafe’s rent and the salaries of its baristas contribute to the coffee prices. 
  • Market Trends:
    Market trends are changes in demand during different seasons. During the summer, ice cream prices can rise due to increased demand, while they may drop in the winter. 
  • Customer Perception:
    Customer perception is how people view a product’s value. A luxury brand charges higher prices because customers believe it represents quality and prestige.

Comparison between Wholesale and Retail Price

The primary difference between wholesale and retail price lies in who’s buying and why. Wholesale pricing is what retailers pay to manufacturers or distributors for products, usually in bulk. Retail price is what end consumers pay when they purchase these products from retailers.

Wholesale prices are typically lower as the products are bought in large volumes, and the assumption is that the buyer will retail these products at a markup. On the other hand, retail prices account for costs the wholesaler doesn’t consider: operating costs, marketing costs and of course, the retailer’s targeted profit margin.

Further, wholesale prices are generally stable, while retail prices fluctuate with changes in demand, competition, and market trends.

There you have it: wholesale and retail pricing broken down. Now, armed with the understanding of these prices work and the factors influencing them, you’re better positioned to navigate and strategize your retail pricing strategy effectively. And remember, the most successful retailers are always mindful of providing value while ensuring sustainable profitability. That’s your winning balance.

Wholesale Price Index: An Essential Tool for Retailers

Understanding Wholesale Price Index (WPI)

The narrative of market pricing isn’t just a random, factual, cowboy tale. A key player behind the scenes is the Wholesale Price Index (WPI). WPI tracks the price of goods at the wholesale level before retail markups and sales tax. It’s a measure of cost inflation that businesses, particularly retailers face in their supply chain. It can variably affect the cost of inventory, raw materials, and other imported goods in your pipeline. Being aware of the WPI allows for a degree of elasticity in managing one’s pricing strategies depending on the market status.

Importance of WPI for Retailers

Knowledge is power, especially when it comes to retail strategies. One in two retail businesses fail due to lack of refined pricing strategy. Market-ready retailers have long been keen observers of WPI data. If wholesale prices are rising, retailers would expect the cost of goods to increase, thus affecting their margins if retail prices stay the same. Conversely, if WPI data shows a downturn, they might anticipate lower costs and opportunity for increased profits or price competitiveness. Essentially, keeping an eye on the WPI helps retailers anticipate changes, strategise effectively, and maintain profitability.

How to Use WPI in Pricing Strategy

Strategising pricing isn’t akin to shooting an arrow in the dark. Pricing strategy can be strongly guided by the Wholesale Price Index. Yes! The WPI isn’t just another acronym in the basket. It’s a valuable tool that savvy retailers can use to strategise their pricing. By monitoring WPI changes, as well as trends in your industry’s particular goods, retailers can forecast likely cost trends and adjust their prices accordingly. A sudden spike in WPI might demand a strategic price increase, whereas a downward trend might offer a chance to undercut competitors, all while sustaining margins. Essentially, the WPI serves as your crystal ball, offering you a glimpse into possible price scenarios, and how to best respond.

Crafting an Effective Wholesale Pricing Strategy

  1. Decode the relevance of a well-thought-out wholesale pricing strategy.
  2. Learn about the vital elements that construct a successful wholesale pricing strategy.
  3. Get handy tips to facilitate your wholesale pricing strategy implementation.

Importance of a Wholesale Pricing Strategy

Understanding wholesale pricing is similar to decoding your business’s heartbeat. It has a direct influence on your profit margins, market penetration, and, ultimately, your business longevity. Properly calculated wholesale prices not only cover your costs but also secure a profit, foster sustainability, and underlie effective market positioning.

Moreover, a well-planned wholesale pricing strategy supports the establishment of strong relationships with retailers. Pricing can communicate your brand value, and consistent, fair pricing can help build trust and long-term partnerships with sellers.

Key Elements of a Successful Wholesale Pricing Strategy

A successful wholesale pricing strategy isn’t accidental. It’s weaved together with careful consideration of several critical components:

Understand Your Market

Knowing your target market inside-out is crucial. This knowledge includes understanding your customer’s price sensitivity, competitor pricing, and general market trends. This insight allows you to position your prices competitively and attractively.

According to a study by McKinsey & Company, companies that excel at understanding their target markets and adjusting pricing strategies accordingly can increase their profitability by up to 30%. This demonstrates the significant impact of market understanding on pricing decisions and overall business performance in the competitive landscape.

Calculate Cost

Correctly Accurate cost calculation forms the backbone of viable wholesale pricing. This means taking into account the cost of goods sold (COGS), operational expenses, marketing costs, and future business investments.

Profit Margin

Profit margins are a significant driving force behind the wholesale pricing decisions. They should be set at a level that ensures business profitability, compensates for potential market fluctuations, and aligns with industry standards.

Tips for Implementing a Wholesale Pricing Strategy

Once you’ve crafted your wholesale pricing strategy, the next hurdle is its effective implementation. Below are some tips to help you on this journey:

Consistency is Key

A strong wholesale pricing strategy is exemplified through consistent pricing. This consistency promotes transparency, builds retailer trust, and ultimately strengthens business partnerships.

Flexibility
While consistency is important, so is adaptability. The marketplace is a dynamic landscape, and the ability to change your prices in response to market trends, competitor pricing, and seasonal demand can be a viable competitive advantage.

Regular Review and Revision
An effective pricing strategy is not a set-and-forget one. Regular review and adjustment in response to market changes are crucial for maintaining profitability and competitiveness.

Remember, the end goal is to formulate a profitable wholesale pricing strategy that consolidates your business position, meets your sales goals, and establishes long-term retailer relationships. Your strategy is your roadmap, leading you on the path of sustainable business growth. Breathe, take it slow, and steer your wholesale pricing ship with firm, confident hands.

Flexibility

While consistency is important, so is adaptability. The marketplace is a dynamic landscape, and the ability to change your prices in response to market trends, competitor pricing, and seasonal demand can be a viable competitive advantage.

Regular Review and Revision
An effective pricing strategy is not a set-and-forget one. Regular review and adjustment in response to market changes are crucial for maintaining profitability and competitiveness.

Remember, the end goal is to formulate a profitable wholesale pricing strategy that consolidates your business position, meets your sales goals, and establishes long-term retailer relationships. Your strategy is your roadmap, leading you on the path of sustainable business growth. Breathe, take it slow, and steer your wholesale pricing ship with firm, confident hands.

Regular Review and Revision

An effective pricing strategy is not a set-and-forget one. Regular review and adjustment in response to market changes are crucial for maintaining profitability and competitiveness.

For instance, let’s consider how three prominent companies – Amazon, Apple, and Walmart – have implemented varying wholesale pricing strategies and adapted them over time to stay competitive.

  • Amazon 📦
    • Strategy: Dynamic Pricing and Competition
    • Outcomes: Competitive prices, product variety
  • Apple 🍏
    • Strategy: Premium Pricing and Branding
    • Outcomes: High-margin products, strong brand loyalty
  • Walmart 🛒
    • Strategy: Everyday Low Prices (EDLP)
    • Outcomes: Broad customer base, strong online presence

Remember, the end goal is to formulate a profitable wholesale pricing strategy that consolidates your business position, meets your sales goals, and establishes long-term retailer relationships. Your strategy is your roadmap, leading you on the path of sustainable business growth. Breathe, take it slow, and steer your wholesale pricing ship with firm, confident hands.

Benefits of Wholesale Pricing for Retailers

Retailers, as intermediaries between manufacturers and consumers, play a critical role in the supply chain. By sourcing products from manufacturers in larger quantities, retailers can negotiate better terms, including lower prices and minimum order quantities. This bulk purchasing benefits both the retail partner and the retail stores, as it allows for better inventory control and cost savings. Moreover, wholesale companies often provide valuable insights into market trends and consumer preferences, aiding retailers in tailoring their marketing efforts and campaigns more effectively. For online retailers, this means an increased ability to cater to specific customer needs, enhancing customer satisfaction. Actively seeking and incorporating customer feedback into product selection and marketing strategies ensures that the link between manufacturers and the final consumer is strengthened, leading to a more efficient and responsive retail ecosystem. . Metrobi offers services to wholesalers to help them efficiently manage their delivery operations.

  1. Retailers save on costs through wholesale pricing
  2. Manage inventory effectively with bulk purchases
  3. Have an edge over competitors by offering competitive retail prices

Cost Savings

Wholesale pricing and bulk purchasing offer several significant advantages for retailers, primarily due to the economies of scale. When retailers purchase goods in bulk, they can negotiate better prices with suppliers, leading to lower unit costs. This results in substantial cost savings and improved profit margins. Here are some key benefits:

  1. Increased Profit Margins:
    By purchasing in larger quantities, retailers can negotiate better deals with suppliers, securing more favorable pricing terms. This reduces the per-unit cost and increases the profit margins when these products are resold to consumers.
  2. Cost Savings on Wholesale Prices:
    Retailers achieve significant savings by buying in bulk. The larger the quantity purchased, the more room there is for negotiating lower unit costs, resulting in direct cost savings.
  3. Enhanced Product Selection:
    Bulk purchasing allows retailers to expand their product range and cater to a wider array of customer preferences. This diversity in product offerings can enhance customer satisfaction and improve competitiveness in the retail market.
  4. Improved Inventory Management:
    Bulk purchasing aids in effective inventory management. It reduces the frequency of ordering and restocking, thereby optimizing operations and reducing administrative efforts.
  5. Reduced Stockouts and Overstocks:
    Buying in bulk helps retailers better control their inventory levels, ensuring adequate stock to meet customer demand while avoiding the risk of excess inventory.
  6. Lower Carrying Costs:
    By optimizing stock levels through bulk purchases, retailers can reduce the costs associated with storing and managing inventory.

Retailers can save up to 27% on their purchasing costs by buying in bulk, leveraging economies of scale for improved profit margins.

Inventory Management

Effective inventory management is a crucial component to retailer success. Wholesale pricing impacts inventory management in two significant ways. Firstly, buying in bulk ensures a sufficient stock level, reducing the risk of stockouts and lost sales. Secondly, a solid relationship with a reliable wholesaler can streamline purchasing and delivery, reducing the resources necessary for managing inventory.

Here are a few real-world examples and case studies illustrating the benefits of bulk purchasing in inventory management:

  1. Enhanced Inventory Efficiency:
    A case study by RFgen in 2020 highlighted how mobile barcoding technology integrated with JD Edwards ERP systems helped companies maintain accurate inventory levels in real time. This technology, combined with bulk purchasing, ensured continuous operations and optimized inventory management for companies like Trident Seafoods.

  2. Optimized Stock Levels:
    Another case study from RFgen in 2023 discussed automated inventory management, demonstrating how intelligent software solutions can automate processes like order picking and fulfillment. This innovation, coupled with bulk purchasing, enables retailers to manage inventory more efficiently, reducing human error and manual tasks.

  3. Strategic Inventory Reduction:
    In 2021, Unleashed provided insights on how businesses can reduce inventory costs through bulk purchasing. By buying in large quantities, companies can leverage economies of scale, reducing the per-unit cost and optimizing inventory levels to avoid overstocking or understocking.

Competitive Advantage

Finally, competitive advantage is a key benefit wholesale prices offer. With lower input costs achieved from wholesale purchasing, retailers can set competitive retail prices to attract more customers while maintaining profitable margins. Furthermore, the capacity to hold ample inventory allows for continuous product availability, adding to retail reputation and loyalty. It’s not just about price competition. Offering consistent product availability and variety can set a retailer apart in the crowded marketplace. As economies undergo cyclical changes, this buffer ensures greater business stability and competitiveness. Adding to the competitive edge, Metrobi facilitates delivery services in over 20 US cities, including offering courier services in Philadelphia, enhancing the efficiency and reach of wholesalers we partner with.

Starbucks exemplifies how competitively priced goods, coupled with a loyalty program, can significantly enhance brand reputation and customer loyalty. Through its Starbucks Rewards program, the company incentivizes repeat visits with personalized offers and incentives, effectively building a loyal customer base that prefers Starbucks for their coffee experience.

In conclusion, wielding the wholesale pricing strategy to your advantage can vastly impact retailer business outcomes, driving savings, enabling efficient inventory management, and maintaining a competitive edge. Yet, to yield these benefits, one must steer clear of common mistakes in wholesale pricing. At Metrobi, we support wholesalers by managing their delivery operations, offering courier and delivery services across more than 20 cities in the US, including Atlanta.

Common Mistakes in Wholesale Pricing and How to Avoid Them

  1. Discover the risks of both underpricing and overpricing your products.
  2. Understand the importance of keeping a vigilant eye on market trends.

The wholesale pricing landscape can be a battlefield if not navigated properly. Some missteps can lead a retailer down a path of financial struggle, while others can ensure their business remains profitable, competitive, and sustainable. Let’s discuss some common mistakes in pricing in detail.

Underpricing Products

Underpricing your products can seem like a tempting strategy to attract customers. Sure, your products fly off the shelves, but it’s rarely a sustainable strategy. You might even find yourself unable to sustain production due to lack of profit.

Ignoring production, buying, and operation costs while deciding a product’s retail price often results in underpricing. The key to avoiding underpricing is a solid understanding of all costs involved. Build a realistic pricing strategy factoring in all expenses and ensuring profitable margins.

Overpricing Products

On the other side of the spectrum lies the issue of overpricing products. Retailers can get carried away with high-profit margins and end up setting unattractive prices for their potential customers.

Overpricing can lead to significant risks, including customers being unwilling to pay the high prices, longer sales cycles, and giving competitors a competitive advantage if their products are priced more attractively.

Overpricing your products can dissuade customers from shopping with you, leading to decreased sales and stock accumulation. To avoid overpricing, it is crucial to understand what your target customers are willing to pay for your products. Regularly review competitor prices and ensure your offerings provide value-worthy products.

The market is an ever-evolving entity. Prices fluctuate, customer preferences shift, and new trends emerge. 

For instance, a recent survey found that 56% of U.S. consumers said they bought something based on an ad they saw on TikTok, highlighting the significant impact of short-form video content on consumer behavior.

Ignoring these market changes often leads to outdated pricing strategies.

To avoid falling victim to stagnant pricing, maintain a habit of regular market research. Stay updated on the latest trends in your industry, and adjust your prices accordingly. Meeting business goals often involves adapting to the market’s current state.

Addressing these common wholesale pricing mistakes can be a significant first step towards a more refined and lucrative pricing strategy.

Mastering Your Wholesale Profit Blueprint

Navigating the world of wholesale pricing isn’t just about discovering the right numbers. It’s about understanding the influence of market factors, utilizing the right pricing strategy, and making data-driven decisions.

This knowledge isn’t merely informative—it’s crucial. Grasping these concepts means the difference between meager profit margins and substantial growth for your retail business.

Now it’s over to you. Implement these insights into your pricing strategy. Analyze your market, adjust your pricing model, and let the power of informed decision-making guide your retail business to new heights.

Here’s a final thought for you: How will understanding these insights change the way you approach wholesale pricing in your retail business?

Remember, the keys to your wholesale profit blueprint are in your hands. Let’s turn them and open the doors to success.

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