Quick answer
A realistic cost estimate includes more than materials and process.
Early estimates usually fail because the product team only prices the obvious physical parts and ignores the cost of making the product repeatedly.
Worked example
A simple consumer product might carry GBP4.80 of raw material, GBP2.40 of process cost, GBP5.50 of bought-in parts, GBP4.80 of labour, and GBP1.20 of packaging. Add 6% scrap and 14% overhead, and the fully loaded COGS reaches roughly GBP22 per unit.
What this estimator is trying to stop
- Setting a retail price before the recurring build cost is credible.
- Underestimating the effect of bought-in parts, labour, and scrap.
- Sending a product into route-to-market planning with a weak COGS target.
Use this before you do margin planning
Start with this bottom-up estimate, then move into the Target COGS by Route to Market tool and the Launch Margin Planner once you need to see whether the channel choice can absorb the build cost.