Contribution margin
The profit left from each order after product cost, shipping, packaging and payment fees.
Retail playbook
An acceleration playbook for your e-commerce business, not generic business advice.
Your goal, roadmap and coaching adapt to how a digital brand really makes money: contribution margin, CAC payback, inventory turn and return rates.
How your AI coach reads the business
Your store, modelled the way it actually runs.
When you tell your AI coach you run an e-commerce or DTC brand, it reads your numbers through a retail economics lens, not a generic business one.
Acquisition cost (CAC)
The total spend on advertising and marketing divided by the number of new customers acquired.
Inventory and stock turn
How quickly you sell through your stock and how much cash is tied up in the warehouse.
Return rates
The percentage of orders that are sent back and the full cost of processing those returns.
YOUR ACCELERATION PLAYBOOK, BY GOAL
Pick the goal you are working on.
See how it plays out here.
Goals you choose, not steps in order. Your AI coach tailors the roadmap to your own numbers. Figures below are rules of thumb, not targets you must hit.
Win your first orders and prove contribution margin.
What counts as proof
A handful of real orders from strangers that leave a profit after all variable costs are paid.
What your AI coach flags
- Relying on sales to friends and family that don't reflect the market
- Ignoring the cost of packaging and shipping in your margin
- Using deep discounts that make every sale a loss
Example roadmap moves
- Set up a simple online store with one or two key products
- Run a small test ad or social campaign to reach your target audience
- Calculate the contribution margin for every order including shipping
- Collect feedback from ten customers on the product and delivery experience
How an operator helps
Where practices get stuck.
Operators who have run service businesses spot these early, and work through them with you.
The gross sales trap
Focusing on the top-line revenue while ignoring that returns and ad spend make the business unprofitable.
The ad-addiction trap
Being unable to stop spending on ads because organic sales and repeat purchases are too low to sustain the brand.
The inventory sinkhole
Buying too much stock of the wrong product and having no cash left to market the ones that sell.
The free shipping myth
Offering free shipping to increase conversion but losing money on every order that is far away or heavy.
What your operator works through with you
Unit economics audit
What they look at
Your full contribution margin including shipping, returns and payment fees.
What they push back on
Orders that look profitable until you add the hidden costs.
You leave with
A target contribution margin for all future products.
Ad spend review
What they look at
Your CAC and payback period by channel.
What they push back on
Spending money on ads that don't lead to a profitable second purchase.
You leave with
A plan to pause or optimize the worst-performing 20% of ads.
Stock health check
What they look at
Your inventory turn and slow-moving items.
What they push back on
Cash locked in products that haven't sold in ninety days.
You leave with
A clearance plan to turn old stock back into cash.
Retention strategy
What they look at
Your repeat purchase rate and email performance.
What they push back on
Treating every sale as a one-off instead of a long-term relationship.
You leave with
Three email experiments to run this month.
1:1 expert helpGet matched.
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AI MatchingFinding the right experience…96%Nia Mensah
Retention strategy
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Customer activation
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Onboarding design
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Summary & takeaways
Call summarySession · 30 minutes
Idea validation & customer discovery
Key takeaways
Buyers solve this today with spreadsheets and extra hours.
Three of four would pay to cut onboarding to one day.
The pilot offer needs a defined start date, not a demo.
Action points
Draft the paid pilot offer
Interview two more buyers
Saved to your company brain and Roadmap.
Calls happen live in the platform
Meet live. Leave with the decision.
No links out. The recording and summary save themselves.
Live, one to one 00:00
Greg · Product
You speaking
“Is this segment worth building for?”
30 minutes Summary saved to your AI coach
When to call an operator
Three moments a call
pays for itself.
01
An ad campaign starts to scale
Monitor the contribution margin carefully to ensure efficiency holds as spend rises.
02
A major supplier changes their terms
Re-calculate your cash flow and lead times before placing the next order.
03
Return rates for a specific product spike
Investigate the cause and decide whether to stop selling the item to protect the brand.
Questions, answered
Before you
take the next step.
E-commerce & DTC
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