Reliance on sales. It's fine to have a sale now and then to clear out merchandise or juice your traffic in a slow period but constantly using them usually means you feel you have to pay customers to come in. If you don't know your margins and costs, you'll never achieve break even. You have to believe in your products and pricing and train your crew. I know one woman restaurant owner her shows her new hires how a simple thing like a ceramic coffee cup, if it gets chipped has to be thrown away. That's why they don't stack their cups, saucers, plates in the sink or they will get chipped
which affects profitability.