Notes from the work.
Essays and Operator’s Notes issues on growth, measurement and the P&L, for founders and marketing leaders who want the reasoning, not just the tactic.
- How to set break‑even ROAS for every campaign A step-by-step method for working out the ROAS each campaign needs to make money, from your own margins, and using it to decide what to fix, cut and scale.
- How to compare couriers on your own data Rate cards tell you what a courier costs. Your orders tell you what it really costs. A method for ranking couriers on delivered rate, COD RTO, speed and cost per delivered order.
- How to calculate contribution margin for a Shopify store A step-by-step guide to CM1, CM2 and CM3 for D2C brands: what goes in each layer, the costs most brands miss, and how to turn it into a daily number.
- How to get the second order The jump from one order to two is the most valuable step in D2C retention. How to find customers who are due, time the message to your own repeat pattern, and know whether it worked.
- How to reduce RTO on cash-on-delivery orders A practical playbook for Indian D2C brands: measure RTO properly, find where it comes from, and cut it with confirmation, courier routing, pincode rules and prepaid incentives.
- Is your best seller losing money? How to measure product profitability Revenue rankings hide the products that lose money. How to build a product P&L that shares shipping, fees, discounts and RTO fairly, and what to do with the gaps it finds.
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