Not to mention other big levers like working capital (and potentially running a business with negative WC and generating cash, a la Amazon). It's funny to be running a start-up in SF and still feel a world apart from a lot of the ecosystem.
Gross profits is net revenue minus cost of goods sold. Cost of goods sold is only the direct cost of goods, and does not include any operating expenses.
Net revenue is Gross revenues minus discounts, returns and allowances.