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David Brown

Why “Opportunity Cost” Should Be a Critical Factor in Every Decision You Make

When you choose one option, you give up another.




OPPORTUNITY COST IS a fundamental concept in economics and business that refers to the value of the next best alternative you give up when a decision is made. In essence, it represents the potential benefits that are lost when one choice is made over another. Understanding opportunity cost is crucial for business owners as it directly influences decision-making processes and resource allocation. There are a number of ways in which opportunity cost can impact decision making in your store.

Resource Allocation

When making decisions about how to allocate limited resources such as time, capital, or labor, you must consider the opportunity cost of each option. For example, investing in one project may mean forgoing the opportunity to invest those resources in another project that could potentially yield higher returns. Sometimes this can be difficult to determine.

Pricing Strategies

Deciding your optimal pricing for an item is never easy. Opportunity cost plays a significant role in pricing decisions. As an owner or manager, you must determine the price at which to sell your products or services, taking into account not only production costs but also the potential revenue that could be earned by using those resources elsewhere. Setting prices too low may result in missed opportunities for higher profits, while setting prices too high may deter customers and lead to lost sales.


Investment Decisions

When evaluating new investment opportunities, you must weigh the potential returns against the opportunity cost of investing those resources elsewhere. For example, deciding whether to purchase new equipment, expand into new markets, or invest in a new product line requires careful consideration of the potential benefits and drawbacks of each option relative to the opportunities foregone. That alternative may also include removing funds from the business for personal consumption.

Time Management

Not all opportunity costs involve the spending of money. Time is a finite resource, and how you choose to allocate your time can have significant implications for the success of your store. Every hour spent on one task is an hour that could have been devoted to another task with potentially higher returns. Business owners must prioritize activities that offer the greatest value and consider the opportunity cost of allocating time to less productive endeavors.

The opportunity cost of any decisions you make is a critical concept to be considered in the decision-making processes. By recognizing the potential benefits forgone when choosing one option over another, you can make more informed choices that maximize value and contribute to the overall success of your stores and optimize use of the limited resources you have at your disposal.



She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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