We have the parts. The problem is the price.
APM USA gives most customers the same low price level, no matter how much they buy. When we compare that price to what the market shows online, APM is often selling too cheaply.
If the market middle price is $100, a smart web price might be about $80. But many APM prices behave more like $55 to $60. That gap is money left on the table.
Catalog correction
All Top 50 parts should be treated as in the catalog. The earlier “missing” flag was caused by searching one naming pattern, not by the parts actually being absent.
Customer file with price levels.
M3 and M3 WEST counted together.
Median gap using today’s customer mix.
Below about 20% under market middle.
Median unit raise to reach target.
Estimate across Top 50, not invoice proof yet.
Catalog gap removed after prefix fix.
Customers matching List/M1-M5 ladder.
1. Most Customers Get The Same Price
This is the simple operating issue. Almost everyone is on M3. M3 WEST is still M3 for this comparison.
| Customer price label | Customers | Size | Share |
|---|---|---|---|
| M3counted as M3 | 423 | 75.0% | |
| M3 WESTcounted as M3 | 95 | 16.8% | |
| M4counted as M4 | 29 | 5.1% | |
| M5counted as M5 | 15 | 2.7% | |
| BLANKcounted as UNKNOWN | 1 | 0.2% | |
| M10counted as M10 | 1 | 0.2% |
2. These Price Levels Are Too Low For Retail
“Market middle” means the middle competitor price found online. The target used here is 80% of that middle price, so APM would still look cheaper than the market.
M3 gap
Proxy upside if M3 prices moved to about 20% under market middle.
M5 gap
Shows why deeper tiers cannot behave like everyday selling prices.
Missing parts
Removed. The parts exist; matching/search naming caused the false alarm.
| APM price level | Customer share | Gap vs market middle | Parts below target | Typical raise/unit | 2-year proxy gap |
|---|---|---|---|---|---|
| List0 customers use this today | 0.0% | -9.0% | 9/50 | $29.37 | $64,945 |
| M10 customers use this today | 0.0% | -13.6% | 12/50 | $30.46 | $111,834 |
| M20 customers use this today | 0.0% | -17.3% | 19/50 | $23.93 | $166,142 |
| M3518 customers use this today | 91.8% | -42.2% | 48/50 | $57.11 | $1,262,481 |
| M429 customers use this today | 5.1% | -42.9% | 48/50 | $57.88 | $1,280,080 |
| M515 customers use this today | 2.7% | -46.7% | 50/50 | $66.16 | $1,456,944 |
3. The Biggest Money Gaps By Part
These rows show where today’s customer price mix is furthest below a sensible web price. All rows are now marked “In catalog.”
| Rank | Part | 2-year sales | Today’s average price | Market middle | Target price | Raise/unit | 2-year proxy gap |
|---|---|---|---|---|---|---|---|
| 2 | 46-1277In catalog | 1,402 | $173.73 | $411.81market middle | $329.45about 20% under market | $155.72 | $218,322 |
| 1 | 46-1460In catalog | 2,058 | $173.62 | $282.08market middle | $225.66about 20% under market | $52.04 | $107,108 |
| 19 | 59-594In catalog | 276 | $367.58 | $790.07market middle | $632.06about 20% under market | $264.48 | $72,996 |
| 26 | 43-2075HDIn catalog | 249 | $288.28 | $620.30market middle | $496.24about 20% under market | $207.96 | $51,781 |
| 4 | 46-1458In catalog | 1,024 | $155.72 | $253.47market middle | $202.78about 20% under market | $47.06 | $48,185 |
| 21 | 43-1747HDIn catalog | 266 | $278.53 | $573.17market middle | $458.54about 20% under market | $180.01 | $47,882 |
| 20 | 56-285In catalog | 270 | $144.40 | $387.98market middle | $310.38about 20% under market | $165.99 | $44,817 |
| 27 | 43-1681HDIn catalog | 237 | $244.34 | $512.86market middle | $410.29about 20% under market | $165.95 | $39,330 |
| 5 | 43-818In catalog | 907 | $106.80 | $187.62market middle | $150.10about 20% under market | $43.29 | $39,268 |
| 23 | 69-285In catalog | 258 | $104.82 | $313.00market middle | $250.40about 20% under market | $145.58 | $37,560 |
| 18 | 90-363HDIn catalog | 281 | $167.53 | $362.69market middle | $290.15about 20% under market | $122.62 | $34,458 |
| 3 | 43-1263In catalog | 1,345 | $134.87 | $200.53market middle | $160.42about 20% under market | $25.56 | $34,375 |
| 13 | 50-389In catalog | 321 | $156.68 | $328.53market middle | $262.82about 20% under market | $106.15 | $34,073 |
| 37 | 55-1219HDIn catalog | 183 | $438.23 | $770.99market middle | $616.79about 20% under market | $178.56 | $32,677 |
| 6 | 43-1291In catalog | 902 | $29.88 | $77.48market middle | $61.98about 20% under market | $32.11 | $28,960 |
| 44 | 55-035In catalog | 145 | $314.76 | $567.86market middle | $454.29about 20% under market | $139.53 | $20,231 |
| 48 | 43-2069In catalog | 137 | $219.00 | $457.49market middle | $365.99about 20% under market | $146.99 | $20,138 |
| 7 | 43-812In catalog | 514 | $96.73 | $168.95market middle | $135.16about 20% under market | $38.43 | $19,753 |
4. Where The Customers Are
This is a customer-count view by state, not sales by state. It shows how widely the M3 habit spreads.
| State | Customers | Size | M3 | M4 | M5 | Raw labels |
|---|---|---|---|---|---|---|
| IN | 54 | 54 | 0 | 0 | M3: 54 | |
| PA | 50 | 44 | 1 | 4 | M3: 44; M5: 4; M10: 1; M4: 1 | |
| NY | 48 | 40 | 7 | 1 | M3: 40; M4: 7; M5: 1 | |
| CA | 43 | 43 | 0 | 0 | M3 WEST: 43 | |
| MI | 42 | 39 | 1 | 2 | M3: 39; M5: 2; M4: 1 | |
| IL | 29 | 26 | 3 | 0 | M3: 26; M4: 3 | |
| OH | 28 | 26 | 2 | 0 | M3: 26; M4: 2 | |
| NJ | 23 | 19 | 3 | 0 | M3: 19; M4: 3; BLANK: 1 | |
| WI | 15 | 14 | 1 | 0 | M3: 14; M4: 1 | |
| MA | 14 | 11 | 2 | 1 | M3: 11; M4: 2; M5: 1 | |
| TN | 14 | 14 | 0 | 0 | M3: 14 | |
| FL | 13 | 11 | 0 | 2 | M3: 11; M5: 2 | |
| IA | 13 | 13 | 0 | 0 | M3: 13 | |
| MN | 12 | 11 | 0 | 1 | M3: 11; M5: 1 | |
| KY | 12 | 10 | 2 | 0 | M3: 10; M4: 2 | |
| AZ | 11 | 11 | 0 | 0 | M3 WEST: 11 | |
| MO | 10 | 9 | 1 | 0 | M3: 9; M4: 1 | |
| UNKNOWN | 9 | 9 | 0 | 0 | M3: 9 | |
| TX | 9 | 8 | 1 | 0 | M3: 8; M4: 1 | |
| GA | 9 | 9 | 0 | 0 | M3: 9 | |
| VA | 9 | 8 | 1 | 0 | M3: 8; M4: 1 | |
| WA | 8 | 8 | 0 | 0 | M3 WEST: 8 | |
| NC | 8 | 8 | 0 | 0 | M3: 8 | |
| NM | 7 | 7 | 0 | 0 | M3 WEST: 7 |
5. Branch View
CA’s M3 WEST label still behaves like M3 for the Top 50 pricing comparison.
| Default location | Customers | M3 | M4 | M5 | Raw labels |
|---|---|---|---|---|---|
| APM IN | 257 | 244 | 9 | 4 | M3: 244; M4: 9; M5: 4 |
| APM NJ | 210 | 177 | 20 | 11 | M3: 177; M4: 20; M5: 11; BLANK: 1; M10: 1 |
| APM CA | 95 | 95 | 0 | 0 | M3 WEST: 95 |
| UNKNOWN | 2 | 2 | 0 | 0 | M3: 2 |
What This Means
The fix is not “add missing parts.”
The parts are there. The fix is pricing discipline: stop giving low tiers by default, especially when order size does not justify it.
The next proof step
Join actual invoice lines by customer, part, quantity, and price. Then the proxy estimate becomes hard leakage by customer and SKU.