Projected Profit and Loss: This is the meat and potatoes” part of your financial section, if not your entire business plan. Bust out the ol' Excel sheet and enter the amount of money you'll lose with each product (you can average this or itemize individual products), including raw product cost, shipping and payment processing. Then add your expected revenue (assuming you listed your costs as a negative number). You now have the expected profit of each product in the ballpark sense, and it's time to start relying on research, goals and market assumptions to determine longer-term profit. You can play around with numbers, using a couple of scenarios as starting points and changing items like the price of the product or the cost of customer acquisition. You'll also want to factor in variables like sales, promotions (free shipping on orders of $50 or more”) and the possibility that you won't be able to sell a particular product at all.