We price and limit our tickets to a set percentage margin for each prize. For full transparency we are happy to share that we add up to 80% on top of the prize cost to come up with the maximum amount of tickets ie a £5000 bike would have £4000 added, then that figure would be divided by the ticket price. That margin sounds like a lot but first of all that is based on a sell out and some of those tickets will be free where we have free ticket offers (10 + 1) or discounted with early bird offers. All our draws go ahead regardless of how many tickets are sold and we never extend the draw date. We are a business and we aim to make a profit but there are lots more associated costs other than just the cost of the prize. For instance the majority of the margin added goes straight on ad spend, then we have ad agency management fees too. There are courier collection and delivery costs (which can be very expensive to deliver bike depending on where the winner is located), photography costs, website costs, payment processing costs and then all the other business costs.