The brain

He knows the business.

Not just the apps. This is what sits underneath every job he does.

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What he knows
Your store1,206 orders · 30 days
Inbox3 mailboxes · 61 today
Klaviyo18,402 subscribers
Ads$412 today · ROAS 3.4
Judge.me4.7 · 2,310 reviews
QuickBooksBills due Friday · $6,200
Your goals
Revenue$84k / $120k
Margin41% / 42%
Marketing4.1× / ≥4×
What he did with it
Offered Nora the 3-pack instead of a refund. She took it.
Margin80¢
Turned off a retargeting set spending on past buyers.
MarketingFree
Three reviews say melted, all Arizona. Proposed cold packs.
MarginHeld for you
Back-in-stock email went to full-price buyers first.
Revenue$5.00
Your store
Inbox
Klaviyo
Ads
Judge.me
QuickBooks
Your goals
Revenue$84k / $120k
Margin41% / 42%
Marketing4.1× / ≥4×
Turned off a retargeting set spending on past buyers.Free
Marketing
Three reviews say melted, all Arizona. Proposed cold packs.Held for you
Margin
Back-in-stock email went to full-price buyers first.$5.00
Revenue
01 · What he knows

Your store, mirrored.

Fourteen months back, refreshed all day. He never has to ask you for a number.

Refreshed 12 s ago
Orders
1,206last 30 days · 14 months kept
Customers
8,41231% bought twice
Subscriptions
1,140active · 38 pausing this month
Inventory
212 SKUsVariety box · 23 days left
Ads
$412today · ROAS 3.4
Reviews
4.72,310 · 3 mention melted
Inbox
61today · 3 mailboxes
Books
$6,200bills due Friday · cash covers it
02 · Your goals

Set the goals once.

Targets, constraints, what you care about. He works toward them — not around them — and asks you to revisit them every quarter.

Compass charterReviewed 12 days ago · next check-in in 78 days
Save
Targets
RevenueMonthly
$120,000$84,200 · day 21 · on pace
Gross marginMonthly
≥ 42%41.0% now
Marketing efficiencyMonthly · revenue ÷ all ad spend
≥ 4×4.1× now
Sell through Variety boxBy Oct 15
1,800 units1,140 · on pace
Constraints he honors
Variety box is manufacturing-constrained through October.Don't push spend
Wholesale accounts get 12% and net-30. Never a coupon.Pricing rule
Watch closelyAcquisition costRefund rate by lotRepeat rateContribution per SKU+ Add
03 · How he reasons

Three hires you couldn't afford, one head.

Same numbers, three ways of looking. Each one shows its working.

As your CFOUnit economics · Variety box
Price$34.00
Landed cost−$11.20
Shipping + fees−$8.10
Refunds at 3.6%−$1.22
Contribution$13.48 · 39.6%

Under your 42% goal. Refunds are the line that moved — not shipping, not ads.

As your CMOCampaign proposal
Peanut is back Sep 12
To2,140 who ran out
Expected+$3,100 · 91 orders
DiscountNone — full price first
SkipsWholesale · bought this week
Draft ready · waiting for your yes$5.00

No discount because margin is under goal. The Variety box isn't in it — you said not to push it.

As your strategistWhat changed, and why
Refund rate broke on Sep 22.1% → 3.6%
Lot 0831 seal31 of 34 refunds
Heat in transitTexas was fine
Carrier changeSame carrier
Hold lot 0831. Email the 41 who have it.Quoted first

Three explanations tested against your own orders. One survived.

Compass · Tuesday, September 8Daily · against your charter
Delivered 7:00 · #ops

Revenue up on fewer orders. Margin under goal a second day — refunds from one lot, not ads. Holding it costs you nothing today; not holding it costs about $190 a day.

Revenue
$8,140+6.2%
On pace · $120k
Gross margin
41.0%−0.8
Goal ≥ 42%
Ad efficiency
4.1×+0.3
Goal ≥ 4×
Refund rate
3.6%+1.5
Watching
Finance & insights

Refunds 3.6% vs 2.1% trailing — 31 of 34 trace to lot 0831. Without them margin is 42.4%, on goal.

Hold lot 0831 and email the 41 buyers who have itReplacement offered, no refund needed · 6 steps
$4.10Approve
04 · Every morning

The Compass, at 7.

Your numbers against your goals, what moved, why, and what he'd do about it. Free. When there's a fix, it arrives with a price on it.

05 · Where it shows

The goals change what his hands do.

Same customer, same message. Two stores with different goals get two different jobs.

Priya S. · #26904"The Variety box arrived melted. I want a refund."
GoalMargin ≥ 42%
9:14:02Read order #26904, lot 0831, photo shows melted bars. Second order.
9:14:05Decided refund costs $34 against a $13 contribution. Replacement costs $11 and keeps her.
9:14:09Did replacement shipped from the new lot, $5 credit on her account.
9:14:11Told Priya: new box Thursday, keep this one, credit's on us.
Kept the sale. Priya kept the box.80¢
GoalRevenue $120k this month
9:14:02Read order #26904, lot 0831, photo shows melted bars. Second order.
9:14:05Decided second-timers who get a fast refund reorder at 2× the rate. Refund now, replace free.
9:14:08Did refunded $34 to card; replacement shipped free from the new lot.
9:14:10Told Priya: money's back today, a fresh box is on us Thursday.
Refunded in a minute. Priya's more likely to reorder.80¢

Give him the numbers. Then the queue.

Connect the store, set three goals. Your first Compass arrives tomorrow at 7.

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