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Glossary

The vocabulary of cost and profitability.

Plain, citable definitions of the core terms of TDABC, cost-to-serve and profitability management. Built to be quoted, linked and understood.

105 terms10 themesEstablished since 2010
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A

Costing methods

Time-Driven Activity-Based Costing (TDABC)

Costing methods

Time-Driven Activity-Based Costing (TDABC) is a costing method that assigns the cost of resources to activities, products, customers and orders using just two parameters: the cost per unit of time of supplying capacity, and the time each activity consumes. It was introduced by Robert Kaplan and Steven Anderson in 2004 as a simpler, more scalable alternative to conventional Activity-Based Costing.

Formula
Cost of an activity = capacity cost rate (cost per minute) x time consumed by the activity (minutes).

Activity-Based Costing (ABC)

Costing methods

Activity-Based Costing (ABC) is a costing method that traces overhead and indirect costs to the activities that generate them, then assigns those activity costs to products, services and customers based on their consumption of each activity. It improves on traditional costing by recognising that different outputs consume support resources at different rates.

Traditional costing (absorption costing)

Costing methods

Traditional costing, also called absorption costing, is a method that spreads overheads across products using broad, volume-based allocation bases such as direct labour hours, machine hours or units produced. Because the base rarely reflects what actually drives cost, it tends to over-cost high-volume products and under-cost complex, low-volume ones.

Marginal costing (variable costing)

Costing methods

Marginal costing, also called variable costing, is a method that treats only variable costs as product costs and charges fixed costs to the period in which they arise. It supports short-run decisions such as pricing of incremental orders, but it does not allocate the capacity costs that TDABC and ABC make visible.

Formula
Contribution = selling price minus variable cost per unit.

Throughput accounting

Costing methods

A method from the Theory of Constraints (Goldratt) that treats only truly variable cost (usually raw materials) as cost, and everything else as operating expense. It prioritises decisions by throughput (sales minus truly variable cost) per unit of the constraint, rather than by full product cost. Useful for short-term mix decisions under a binding bottleneck.

Target costing

Costing methods

A method that works backwards from a market price and a required profit margin to a target cost the product must be designed to meet (target cost = price minus required margin). Originating in Japanese manufacturing (genka kikaku, associated with Toyota), it pushes cost management upstream into design, where most cost is locked in.

Formula
Target cost = market price - required profit margin.

GPK and Resource Consumption Accounting

Costing methods

GPK (Grenzplankostenrechnung) is a German marginal costing method built on fine-grained cost centres and clear separation of fixed and proportional cost. Resource Consumption Accounting (RCA) is a modern synthesis of GPK and activity-based costing that models cost by the quantity of resources consumed, including unused capacity.

UEP method (unit of production effort)

Costing methods

A costing method developed from the work of Georges Perrin and adapted in Brazil, which expresses all production in a single common unit of manufacturing effort (UEP). It simplifies multi-product factory costing by converting diverse outputs into a comparable effort measure. Widely taught and used in Brazilian manufacturing.

Kaizen costing

Costing methods

A Japanese method of continuous cost reduction applied during the production phase of a product, complementing target costing which acts during design. Kaizen costing sets gradual cost-reduction targets period by period and pursues them through small, ongoing improvements.

Lean accounting

Costing methods

An accounting approach aligned with lean manufacturing that organises cost by value stream rather than by department, and avoids the overhead allocations that can distort lean decisions. It favours plain-language reporting and metrics that frontline teams can act on.

B

Capacity

Capacity cost rate

Capacity

The capacity cost rate is the cost of supplying one unit of a resource's capacity, usually expressed as a cost per minute or per hour. In TDABC it is the first of the method's two parameters and is calculated by dividing the total cost of a resource group by its practical capacity.

Formula
Capacity cost rate = total cost of resources supplied / practical capacity (in time units).
Example (illustrative)
A team costing 20,000 EUR a month with 8,000 minutes of practical capacity has a capacity cost rate of 2.50 EUR per minute.

Practical capacity

Capacity

Practical capacity is the realistic amount of work a resource can perform in a period after deducting unavoidable downtime such as breaks, training, maintenance and set-up. In TDABC it is typically estimated at about 80 to 85 per cent of theoretical capacity and is the denominator used to calculate the capacity cost rate.

Formula (illustrative)
Practical capacity is approximately theoretical capacity x 0.80 to 0.85.

Used vs unused capacity

Capacity

Used capacity is the portion of a resource's practical capacity actually consumed by activities in a period; unused capacity is the remainder that was supplied and paid for but not consumed. TDABC makes this split explicit, so managers can see and act on idle capacity instead of burying it in product costs.

Formula
Unused capacity = practical capacity minus used (consumed) capacity.

Cost of unused capacity

Capacity

The cost of unused capacity is the monetary value of resource capacity that was supplied and paid for but not consumed by any activity in the period. By isolating it, TDABC prevents idle capacity from being spread over products and customers, and turns it into a visible target for management action.

Formula
Cost of unused capacity = unused capacity (time) x capacity cost rate.
Example (illustrative)
1,000 unused minutes at 2.50 EUR per minute represent 2,500 EUR of unused-capacity cost.

Capacity utilisation

Capacity

Capacity utilisation is the share of a resource's practical capacity that is actually used by productive activities in a period, expressed as a percentage. It is a key TDABC output because low utilisation signals unused capacity and an opportunity to grow volume, reprice, or release cost.

Formula
Capacity utilisation = used capacity / practical capacity x 100.
C

Components of a TDABC model

Time equation

Components of a TDABC model

A time equation is a TDABC formula that estimates how long an activity takes by adding a base time plus increments for each characteristic that makes the work longer or shorter. It lets a single model capture variety, such as order size, channel or customer type, without creating a separate activity for every combination.

Formula (illustrative)
Order-handling time = 5 minutes base + 2 minutes per line item + 10 minutes if a new customer.

Cost pool

Components of a TDABC model

A cost pool is a grouping of related costs that are assigned together to activities or cost objects. In TDABC a cost pool usually corresponds to a resource group whose total cost is divided by practical capacity to obtain a single capacity cost rate.

Resource group

Components of a TDABC model

A resource group is a set of people, equipment or facilities that share similar cost and capacity characteristics and are modelled together in TDABC. Each resource group has its own cost pool and capacity cost rate, which keeps the model compact while still reflecting how different resources are consumed.

Cost driver

Components of a TDABC model

A cost driver is the factor that causes the cost of an activity to change, such as the number of orders, deliveries, set-ups or invoices processed. In Activity-Based Costing the cost driver links activity costs to products and customers according to how much of each driver they consume.

Unit cost

Components of a TDABC model

Unit cost is the cost of producing or serving one unit of a product, service, order or customer. In TDABC it is built up from the time each activity consumes multiplied by the relevant capacity cost rates, plus any directly traced costs, giving a defensible cost for any cost object.

Formula
Unit cost = sum over activities of (time consumed x capacity cost rate) + directly traced costs.

Capacity supplied

Components of a TDABC model

Capacity supplied is the total practical capacity of a resource group that an organisation has paid for in a period, measured in time units. Comparing capacity supplied with capacity used reveals unused capacity and its cost, a core insight of the TDABC method.

Formula
Capacity supplied = headcount or units x practical capacity per unit.
D

Customer and profitability

Cost-to-serve

Customer and profitability

Cost-to-serve is the total cost an organisation incurs to deliver a product or service to a specific customer, channel or order, including the often-hidden costs of selling, ordering, delivery, returns and support. TDABC is the natural method for measuring it because it traces these service activities through time.

Formula
Cost-to-serve = sum of all activity costs consumed by serving the customer (order taking, picking, delivery, returns, support, etc.).

Customer profitability

Customer and profitability

Customer profitability is the net profit a customer generates after deducting both the cost of goods or services sold and the full cost-to-serve that customer. It often reveals that some large-revenue customers are unprofitable once service costs are included, and some small ones are highly profitable.

Net customer profit

Customer and profitability

Net customer profit is the bottom-line profit left from a customer after subtracting product cost, cost-to-serve and any customer-specific discounts, rebates and trade spend. It is the figure plotted for each customer when building a whale curve.

Formula
Net customer profit = revenue minus product cost minus cost-to-serve minus customer-specific deductions.

Customer profitability analysis (CPA)

Customer and profitability

Customer profitability analysis (CPA) is the systematic measurement of how much profit each customer or segment generates after their full cost-to-serve. It identifies which relationships create value and which destroy it, guiding decisions on pricing, service levels, minimum order sizes and account management.

Pareto (80-20) in costing

Customer and profitability

The Pareto principle in costing, also called the 80-20 rule, is the observation that a small share of customers, products or SKUs typically accounts for a large share of profit, while a long tail contributes little or erodes it. It explains the shape of the whale curve and focuses management attention on the vital few.

Profit concentration

Customer and profitability

Profit concentration is the degree to which an organisation's total profit is generated by a small number of customers, products or channels. High concentration, visible at the peak of a whale curve, signals both a strength (clear winners) and a risk (dependence on a few accounts and a loss-making tail).

Cost per outcome

Customer and profitability

The full cost of the activities that produce one unit of real result, used especially in non-profit and public-sector work, for example the cost of one person housed or one student supported. It includes the share of indirect cost that genuinely enabled the outcome, and is the honest alternative to judging an organization by its overhead ratio.

Overhead myth

Customer and profitability

The mistaken belief that a low overhead ratio is proof of a good non-profit. Leading charity-rating bodies, GuideStar, BBB Wise Giving Alliance and Charity Navigator, publicly rejected the idea in 2013. A low ratio often signals underinvestment in the capacity a mission needs, not efficiency, and feeds the nonprofit starvation cycle.

Customer lifetime value (CLV)

Customer and profitability

CLV is the present value of the margin - not the revenue - a customer is expected to generate across the whole relationship. Built on true margin after cost-to-serve, it corrects the habit of chasing high-revenue customers who never pay their way.

Formula
CLV = present value of expected future customer margin.

Channel and segment profitability

Customer and profitability

Channel and segment profitability is the true profit of each route to market or customer group after the cost of serving it. The channel with the fattest gross margin is often the one that earns least once serving cost is counted.

E

Margin and pricing

Gross margin

Margin and pricing

Gross margin is revenue minus the cost of goods sold, expressed in money or as a percentage of revenue. It measures product-level profitability but, on its own, ignores the cost-to-serve, so a high gross margin can still turn into a loss once service and channel costs are included.

Formula
Gross margin % = (revenue minus cost of goods sold) / revenue x 100.

Contribution margin

Margin and pricing

Contribution margin is revenue minus variable costs, representing the amount each sale contributes towards covering fixed costs and profit. It is useful for short-run decisions, but unlike cost-to-serve it does not capture the capacity costs of serving different customers and channels.

Formula
Contribution margin = revenue minus variable costs.

Net margin

Margin and pricing

Net margin is the profit remaining after all costs, including cost of goods sold, cost-to-serve, overheads and customer-specific deductions, expressed as a percentage of revenue. It is the truest measure of profitability for a product, customer or order and the endpoint of a margin cascade.

Formula
Net margin % = net profit / revenue x 100.

Margin cascade

Margin and pricing

A margin cascade is a step-by-step view of profitability that starts from gross revenue and deducts, layer by layer, discounts, cost of goods sold, cost-to-serve and customer-specific costs, until it reaches net margin. It shows exactly where profit is lost between the list price and the bottom line.

Cost-informed pricing

Margin and pricing

Cost-informed pricing is the practice of setting or adjusting prices using a true understanding of the cost to make and serve each product, customer and order. Built on TDABC cost-to-serve data, it corrects prices that were too low for costly-to-serve business and supports differentiated, profitable pricing.

Rate realisation

Margin and pricing

Rate realisation is the proportion of a standard or list rate that an organisation actually collects after discounts, write-downs and concessions. Low rate realisation erodes margin even when headline prices look healthy, and a margin cascade makes the gap between intended and realised rates visible.

Formula
Rate realisation % = realised price / list (standard) price x 100.

Markdown

Margin and pricing

A markdown is a reduction from a product's original or list price, used to clear stock, match competition or close a sale. Markdowns directly reduce realised rates and margin, and when they are not tracked against cost-to-serve they can quietly turn profitable lines into loss-making ones.

Trade spend (deductions)

Margin and pricing

Trade spend, also called deductions, is the money paid to customers or channels through rebates, allowances, promotions, listing fees and similar concessions. It often sits between gross and net margin in a cascade and can consume a large share of profit, so attributing it to the right customer is essential for accurate profitability.

Cost-Volume-Profit (CVP) analysis

Margin and pricing

CVP analysis is a short-run model linking selling price, cost behaviour and volume through the contribution margin. It answers how many units cover fixed costs (break-even), how many reach a target profit, and how sensitive profit is to volume.

Formula
Profit = (price - unit variable cost) x units - fixed costs.

Break-even point

Margin and pricing

The break-even point is the sales volume at which contribution margin exactly covers fixed costs, so profit is zero. Below it the business loses money; above it each unit's contribution drops to the bottom line.

Formula
Break-even units = fixed costs / contribution margin per unit.

Pocket price waterfall

Margin and pricing

The pocket price waterfall traces how a list price cascades through on-invoice discounts, off-invoice rebates, freight, terms and allowances down to the pocket price a business actually keeps. Much margin leaks in the off-invoice steps that dashboards miss.

F

Product/SKU and mix

SKU profitability

Product/SKU and mix

SKU profitability is the net profit generated by an individual stock-keeping unit after its product cost and its share of cost-to-serve, including ordering, handling, storage and slow-moving stock. Analysing it usually reveals a long tail of SKUs that add complexity and cost without adding profit.

Product mix

Product/SKU and mix

Product mix is the combination and relative proportions of the different products or services an organisation sells. Because each line has a different margin and cost-to-serve, a shift in mix can change overall profitability even when total revenue is unchanged, which is why mix is modelled in scenario analysis.

Cost of small orders

Product/SKU and mix

The cost of small orders is the disproportionate cost-to-serve attached to low-value orders, because activities such as order processing, picking, packing and delivery cost roughly the same regardless of order value. TDABC quantifies this, exposing orders that lose money once their full handling cost is counted.

Overhead allocation problem

Product/SKU and mix

The overhead allocation problem is the difficulty of assigning indirect costs to products and customers fairly, because there is no single volume measure that reflects how each one actually consumes support resources. Traditional costing solves it crudely with broad rates, while ABC and TDABC solve it by tracing costs through activities and time.

G

Cross-cutting concepts

Activity

Cross-cutting concepts

An activity is a discrete task or process that consumes resources, such as processing an order, picking goods, running a machine set-up or handling a customer query. In Activity-Based Costing and TDABC, activities are the bridge that links resource costs to the products and customers that trigger them.

Resource

Cross-cutting concepts

A resource is anything an organisation pays for in order to perform work, including people, equipment, facilities and systems. In TDABC, resources are organised into resource groups, each with a cost pool and a capacity cost rate, so their cost can be traced through activities to cost objects.

Indirect cost

Cross-cutting concepts

An indirect cost is a cost that supports several products, services or customers and therefore cannot be traced to any one of them without an allocation rule. Indirect costs, also called overheads, are precisely the costs that TDABC assigns through activities and time rather than through arbitrary averages.

Direct cost

Cross-cutting concepts

A direct cost is a cost that can be traced unambiguously to a single product, service or customer, such as raw materials in a product or a part bought specifically for one order. Direct costs are assigned straight to the cost object, while indirect costs require a costing method to allocate them fairly.

Fixed vs variable cost

Cross-cutting concepts

A fixed cost stays the same in total over a period regardless of activity volume, while a variable cost changes in proportion to volume. The distinction matters for marginal costing and break-even analysis, but TDABC adds a further insight: many "fixed" capacity costs become controllable once unused capacity is made visible.

Profitability dashboard

Cross-cutting concepts

A profitability dashboard is an interactive view that presents profit by customer, product, channel and order using consistent cost-to-serve and margin data. It turns a TDABC model into a management tool, letting users drill into whale curves, margin cascades and capacity utilisation to decide where to act.

Transactional data export

Cross-cutting concepts

A structured, transaction-level export of accounting and operational data from your ERP or accounting system. Because it contains granular, structured sales, cost and master data, it is a valuable ready-made input for building a TDABC profitability model quickly.

Economic order quantity (EOQ)

Cross-cutting concepts

The order size that minimises the sum of ordering cost and holding cost, from the Wilson formula. A higher order frequency raises ordering and receiving cost; a larger order raises holding and capital cost. The textbook version often omits hidden costs such as receiving labour, quality and the opportunity cost of capital, which a causal cost model restores.

Total cost of ownership (TCO)

Cross-cutting concepts

The full cost of acquiring and using something across its life, not just its purchase price: inbound logistics, receiving, inspection, storage, rework, returns, administration and disposal. In purchasing, comparing suppliers on TCO rather than unit price often reverses which one is cheapest.

Opportunity cost

Cross-cutting concepts

The value of the best alternative given up when a resource is committed to one use. In inventory, capital tied up in stock cannot fund growth or pay down debt; in capacity, an hour spent on a low-margin job is an hour not spent on a better one. Often the largest hidden cost in a decision.

Cost of quality

Cross-cutting concepts

The total cost of preventing, detecting and fixing defects, plus the cost of failures that reach the customer. It splits into prevention, appraisal, internal failure and external failure costs. A return or rework consumes capacity twice, once to do the work and once to undo it.

Make-or-buy (relevant costs)

Cross-cutting concepts

A make-or-buy decision should count only relevant costs - future, incremental and avoidable - plus the opportunity cost of the capacity involved. Sunk costs and unavoidable overhead are ignored, which is why full absorbed unit cost misleads.

Management accounting vs financial accounting

Cross-cutting concepts

Financial accounting reports the past to outsiders under strict standards; management accounting is internal, tailored and forward-looking, built to support decisions. A business is steered by the management view, not the statutory one.

Life-cycle costing

Cross-cutting concepts

Life-cycle costing sums all the costs an asset or product incurs from design through operation and maintenance to disposal. It stops the cheapest to buy being mistaken for the cheapest to own, and feeds total cost of ownership.

H

Strategy and governance

Seven dimensions of a cost model

Strategy and governance

The seven dimensions of a cost model are the criteria used to assess how mature and reliable an organisation's costing is, spanning aspects such as data quality, capacity treatment, granularity, driver logic, governance and decision use. Scoring a model across these dimensions shows where it can be trusted and where it must be strengthened.

Scenario modelling

Strategy and governance

Scenario modelling is the use of a cost and profitability model to test "what if" questions, such as changes in volume, mix, pricing or capacity, and to see their effect on profit before acting. Because TDABC links activities to capacity and time, it can simulate these changes realistically rather than by simple averages.

Profitability forecasting

Strategy and governance

Profitability forecasting is the projection of future profit by customer, product or channel using a cost model together with expected volumes, mix and prices. Built on TDABC, it forecasts not only revenue but the capacity and cost-to-serve required to deliver it, making the forecast operationally grounded.

Profit-driven budgeting

Strategy and governance

Profit-driven budgeting is a budgeting approach that starts from profitability and capacity rather than from last year's spend, using a cost model to plan the resources needed to serve forecast demand profitably. It connects the budget directly to cost-to-serve, mix and capacity decisions.

Value-based healthcare (VBHC)

Strategy and governance

Value-based healthcare (VBHC) is a model, associated with Michael Porter and Robert Kaplan, that organises care around patient value, defined as health outcomes achieved per unit of cost. TDABC is the costing method Kaplan recommends for VBHC because it measures the true cost of treating a patient along the full care pathway.

Costing maturity model

Strategy and governance

A framework that describes how sophisticated an organization's costing is, from simple financial bookkeeping to predictive, capacity-aware costing. The most cited public reference is the Costing Levels Continuum, published by IFAC and authored by Gary Cokins, which runs from blind bookkeeping (Level 1D) to fully causal, predictive costing. As maturity rises, so do accuracy and the quality of decisions the numbers can support.

Zero-based budgeting (ZBB)

Strategy and governance

A budgeting method in which every activity must be justified from a zero base each cycle, rather than starting from last year and adjusting. Developed by Peter Pyhrr at Texas Instruments and published in Harvard Business Review in 1970, it strips accumulated waste, but only works well when a causal cost model gives managers true activity costs to justify against.

Activity-based budgeting (ABB)

Strategy and governance

Building a budget from the activity and capacity a plan actually requires, rather than from last year plus a percentage. It is essentially time-driven costing run in reverse: start from planned output, derive the activities and the capacity needed, and cost them.

Nonprofit starvation cycle

Strategy and governance

A self-reinforcing loop, described by Gregory and Howard in the Stanford Social Innovation Review (2009), in which funder pressure to minimise overhead leads non-profits to underspend on capacity and underreport it, which keeps funder expectations unrealistic, and so on. Full-cost funding and cost per outcome are the way out.

Full-cost funding

Strategy and governance

Funding a non-profit for what delivery genuinely costs, including the indirect capacity that enables outcomes, rather than capping overhead. It depends on being able to prove the true cost of outcomes, which a causal cost model provides. Advanced by the Nonprofit Finance Fund and others through the Full Cost movement.

IFAC Costing Levels Continuum

Strategy and governance

The maturity framework published by IFAC and authored by Gary Cokins, describing costing along a descriptive path (levels 1D to 8D, from blind bookkeeping to fully causal costing) and a predictive path. Its organising idea is the causality principle: the more faithfully costs are assigned by cause and effect, the more useful the result.

OKR (Objectives and Key Results)

Strategy and governance

OKR is a goal-setting framework pairing a qualitative Objective with a few measurable Key Results. In finance it only works when the key results are grounded in a real cost and profitability model; otherwise they drift into activity or vanity metrics that can improve while profit falls.

Key result

Strategy and governance

A key result is the measurable outcome tracked under an OKR objective. A financially meaningful key result is computed from a cost model - margin by customer, cost-to-serve, contribution margin - rather than an activity count such as orders processed or revenue booked.

Economic Value Added (EVA)

Strategy and governance

EVA is profit after charging a business for the capital it uses: operating profit after tax minus a capital charge. Positive EVA means the return beat the cost of capital and value was created; profit alone can rise while EVA is negative.

Formula
EVA = NOPAT - (invested capital x WACC).

Return on invested capital (ROIC)

Strategy and governance

ROIC is after-tax operating profit divided by the capital invested to earn it. Compared with the cost of capital (WACC), it tests whether growth actually creates value or destroys it.

Formula
ROIC = NOPAT / invested capital.

Capital allocation

Strategy and governance

Capital allocation is the discipline of deciding where a firm's money goes - projects, products, customers, acquisitions - funding only returns that beat the cost of capital. It turns profitability analysis into investment decisions.

Transfer pricing

Strategy and governance

A transfer price is the internal charge one part of a group books for goods or services sold to another part. For management accounting the goal is good decisions and fair unit profitability, not tax optimisation.

Driver-based planning

Strategy and governance

Driver-based planning builds each line of the plan from the operational drivers that cause it - volumes, rates, capacity - written as equations, instead of anchoring next year to last year plus a percent. It makes scenarios a change of input rather than a rebuild.

Commercial due diligence (cost-to-serve)

Strategy and governance

In a transaction, a rapid cost-to-serve read rebuilds a target's profit by customer, product and channel, so a buyer sees which revenue is genuinely worth owning rather than just what the company charges. It often reorders the apparent quality of the earnings.

I

Sustainability and ESG cost

Marginal abatement cost (MAC)

Sustainability and ESG cost

The cost of removing the next tonne of carbon, expressed in euros per tonne of CO2 equivalent. Ranked across all available actions it forms a marginal abatement cost curve that shows which reductions save money while cutting emissions and which cost more than they save, turning decarbonization into a ranked investment decision rather than a wish list.

Activity-based carbon accounting

Sustainability and ESG cost

Tracing emissions to the activities that cause them using real operational data, such as fuel burned, kilowatt-hours and kilometres, matched to specific emission factors. The GHG Protocol contrasts it with the spend-based method, which multiplies money spent by an average factor. It is the same causal logic as activity-based costing, with kilograms of CO2 equivalent on the end instead of euros.

GHG Protocol Scopes 1, 2 and 3

Sustainability and ESG cost

The standard classification of corporate emissions under the Greenhouse Gas Protocol. Scope 1 is direct emissions from owned or controlled sources; Scope 2 is indirect emissions from purchased energy; Scope 3 is all other value-chain emissions, defined across fifteen categories and typically 70 to 90 percent of the total.

Double materiality (CSRD)

Sustainability and ESG cost

A principle in the EU Corporate Sustainability Reporting Directive requiring companies to report both their impact on the world (impact materiality) and the world's financial impact on them (financial materiality). It connects sustainability reporting to cost and value, which is where activity-based carbon accounting helps.

J

AI cost

LLMflation

AI cost

The rapid fall in the price of generating a token of a given quality from large language models, observed at roughly ten times cheaper per year, a term popularised by a16z. Counter-intuitively it does not lower total AI bills, because cheaper tokens invite far heavier token use per task.

Jevons paradox

AI cost

The observation that when a resource becomes cheaper per unit, total consumption can rise faster than the price falls, so total spending increases. In AI, cheaper tokens lead to much heavier use through reasoning models and agents, which is why AI bills climb even as the price per token drops.

Cost per AI outcome

AI cost

The full unit cost of producing one useful AI result, not just the API token price. It sums tokens times price per token, GPU-seconds times the practical capacity rate, human review minutes times loaded cost, plus the overhead of retries and governance. Net contribution is the value of the result minus that cost.

Proof

A distributor in New Zealand. €1.335M of cost-to-serve made visible, then halved, and 830 loss-making customers brought down to 295.

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Who you would be talking to

Miguel Guimarães, Founding Partner

Cost and profitability practitioner for 25+ years. Presented the Damco cost-to-serve case at Managing for Profit (Amsterdam RAI, December 2009), on the same programme as Robert S. Kaplan.

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FAQ

Frequently Asked Questions

What is a cost driver?
A cost driver is the factor that causes the cost of an activity to change, such as the number of orders, deliveries, set-ups or invoices processed. In Activity-Based Costing the cost driver links activity costs to products and customers according to how much of each driver they consume.
What is contribution margin?
Contribution margin is revenue minus variable costs, representing the amount each sale contributes towards covering fixed costs and profit. It is useful for short-run decisions, but unlike cost-to-serve it does not capture the capacity costs of serving different customers and channels.
What does cost-to-serve mean?
Cost-to-serve is the total cost an organisation incurs to deliver a product or service to a specific customer, channel or order, including the often-hidden costs of selling, ordering, delivery, returns and support. TDABC is the natural method for measuring it because it traces these service activities through time.
What is a whale curve?
A whale curve is a chart that ranks customers or products from most to least profitable and plots cumulative profit, producing a line that rises, peaks and then falls back, like a whale profile. The peak shows that a minority of customers often generate more than 100 per cent of total profit, while others erode it.
Miguel Guimarães

Reviewed by

Miguel Guimarães

Founding Partner, Cost and Profitability Consulting

More than 150 Time-Driven ABC engagements across 11 sectors since 2010, working within the Kaplan and Anderson framework.

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