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[ Industry advisory · E-commerce & retail ]
Strategic advisory for modern e-commerce brands.
Online brands can scale revenue faster than the financial structure underneath them. Ad spend climbs, inventory absorbs cash, and profitability quietly disconnects from the top line. We help operators run the brand on contribution margin — not gross sales.
[ What we hear, again and again ]
The pressures inside e-commerce brands.
None of these are signs of a poorly-run business. They're signs that the financial relationship around the business hasn't kept up.
- 01Revenue growth masking eroding contribution margin per order
- 02Inventory absorbing cash faster than the business can replace it
- 03Ad spend judged on ROAS without the cost stack underneath it
- 04GST, international sales and channel fees creating reporting fog
- 05Cash conversion cycle stretching as the brand scales SKUs and channels
[ How we work ]
What strategic support actually looks like.
- 01
Contribution margin tracked by SKU, channel and customer cohort
- 02
Inventory and stock-on-hand monitored against real sell-through
- 03
Ad spend reviewed against true marginal contribution, not just ROAS
- 04
Cash conversion cycle modelled monthly, with funding decisions ahead of time
- 05
Structure built for international sales, marketplaces and brand acquisition
[ The numbers that matter ]
What good operators in this industry actually watch.
Not a long list — the handful of numbers that, watched consistently, change how the business is run.
01
Contribution margin per order
After COGS, fulfilment, fees and ad cost
02
Inventory turnover
How fast capital tied up in stock comes back
03
Advertising ROI
True return after fulfilment and discounting
04
Cash conversion cycle
Days between paying suppliers and receiving cash
05
Stock holding levels
Coverage by SKU against sell-through risk
- 01
Monthly contribution margin, inventory and ad performance review
- 02
Quarterly cash, funding and channel mix conversation
- 03
Half-yearly tax, structure and international expansion planning
- 04
Annual brand-level strategy — capital, exit-readiness and long-term wealth
[ The honest line ]
Online brands that win long-term are the ones that understand profitability at the order level. We help operators see that clearly — and act on it before the next inventory order.
[ The next conversation ]
Run the brand on real contribution margin.
Bring the messy stuff. The numbers, the pressures, the decisions you've been putting off. The first conversation is structured, candid and obligation-free.