I would say the price you can command for your product now and...

I would say the price you can command for your product now and in the future is an extremely important business fundamental, possibly the most important one. Such as if you sell caravans and the market has eroded due to higher interest rates and you can no longer sell them for a premium or at all, you can't operate profitably. It could pick up but there also may be abundant competition who jumped into the space on the Covid boom, larger players with more pricing power and no actual saying as to if and when it will turn.

As the old saying goes if more money is going out than in you're f'd.