Commercial
Finance and signals
The money view for Group: contribution after goods and media, efficiency against guardrails, budget pacing, a forward revenue view, and the handful of actions worth taking this week.
$10,003,307
$2,526,712
7.35x
1.4 mo
Contribution P&L
25 Jul 2026 to 21 Aug 2026 · modelled from revenue, margin and working media
| Gross revenue | $10,003,307 | 100.0% |
| Discounts and returns | -$610,202 | -6.1% |
| Net revenue | $9,393,105 | 93.9% |
| Cost of goods | -$5,744,823 | -57.4% |
| Gross profit | $3,648,282 | 36.5% |
| Fulfilment and freight | -$789,021 | -7.9% |
| Merchant and platform fees | -$169,076 | -1.7% |
| Working media | -$163,473 | -1.6% |
| Contribution margin | $2,526,712 | 25.3% |
Efficiency guardrails
Every number against the threshold it has to clear
| Measure | Current | Guardrail | Status |
|---|---|---|---|
Marketing efficiency ratio (MER) Online revenue divided by working media | 7.4x | > 5.0x | On track |
Media as share of online revenue Working media against the revenue it supports | 13.6% | < 20% | On track |
LTV : CAC Contribution LTV over blended CAC | 8.76x | > 3.0x | On track |
CAC payback Months of contribution to recover acquisition cost | 1.4 months | < 6 months | On track |
Contribution margin After goods, fulfilment, fees and working media | 25.3% | > 22% | On track |
New customer revenue share Balance of acquisition and retention | 22% | 30 - 45% | Watch |
Budget pacing
Month to date against plan, with projected month end
Pacing at 109% of budget · projected $79,355 · trim daily caps
Pacing at 105% of budget · projected $84,294
Pacing at 109% of budget · projected $18,843 · trim daily caps
Pacing at 118% of budget · projected $24,917 · trim daily caps
Revenue forecast
Next six months at current run rate, with seasonality and a confidence band
Priority actions
Ranked by commercial impact. Each is a hypothesis with an owner, not an instruction.
Organic search is under-built against category demand
348k monthly searches sit in the Group's category with no page one presence. Every one of those sessions is currently being bought twice through paid.
0 ranking terms
SEO
Winback flow is not live
Lapsed customers at 90 days receive nothing. Modelled recovery on the current lapsed base is worth low six figures a year.
Flow missing
Lifecycle
Subscription uptake sits below plan
Converting first-time buyers to subscription is the single highest-leverage move available: subscribers repeat at roughly three times the rate of one-off buyers.
27% of online revenue
Lifecycle
Desktop converts well above mobile but takes a fifth of budget
Test a desktop budget uplift on Google and Meta. Frame as a hypothesis: average cost per placement is affected by the breakdown effect, so validate with a holdout.
21% of spend
Paid media
Creative fatigue on the purpose angle
Frequency is climbing while click-through falls on the longest-running concept. Rotate in the traceability angle that is currently the best performer.
Fatigued
Creative
Data source coverage
What the console will read once each feed is connected. Until then every figure on the platform is modelled.
| Source | Covers | Refresh | Owner | Status |
|---|---|---|---|---|
| Shopify Plus | Orders, products, customers | Hourly | Ecommerce | Access pendingAwaiting private app credentials for all three storefronts |
| Klaviyo | Email and SMS lifecycle | Hourly | Lifecycle | Access pendingAPI key requested |
| GA4 | Sessions, funnel, site behaviour | Daily | Analytics | Access pendingProperty access to be granted |
| Google Search Console | Organic queries and rankings | Daily | SEO | Access pendingProperty access to be granted |
| Meta Ads | Paid social delivery and creative | Hourly | Paid media | Access pendingBusiness Manager partner access pending |
| Google Ads | Search, Shopping, Performance Max | Hourly | Paid media | Access pendingMCC link pending |
| TikTok Ads | Creator and paid social | Daily | Paid media | Not connectedAccount to be created |
| NetSuite | Trade revenue, margin, inventory | Daily | Finance | Not connectedScoping export format |
| Salesforce | Enterprise pipeline and accounts | Hourly | ABC sales | Not connectedPipeline stages to be mapped |
| Okendo reviews | Ratings, NPS, review themes | Daily | Brand | Not connectedOptional, phase two |