Not to beat up on shopVOX, but I am as curious as the OP about how the software calculates products.
I did watch another of their videos published at YouTube. The video describes quoting the same type of channel letter sign product only there seems to be a difference between the results, mainly because of markup values or "?". I'm wondering what pricing principle changed between the short time of the two video releases.
Quoting a narration clip from “Building A Channel Letter Product inside ShopVox PRO”...
“We can see here on this particular job that, with all things being equal, we are almost 53% profitable. Here, our total cost on this job is $2516 and we're charging the customer $3831. This is just our pricing for our industry, for our territory. This is how we are able to stay competitive.”
But a year later quoting a narration clip from “A Profitable Sign Pricing Formula”...
“How much profit do you want at the end of the year in a percentage? Typically I like to be anything above 15%. Here I will enjoy a higher percentage profit and loss statement just like anybody but I have to be realistic. We don't make 30, 40, 50, net profit on these types of jobs. So, I have to make sure I maintain my profit margin. So, in this example I'm just going to take a quick 20% profitability margin here."