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CFO Matrix

1 resource from CFO Matrix we point founders to, and the questions each answers.

📄 Article

✓ Link checked India Free Intermediate

Why we picked it A reference list broader than just CM1/CM2, useful once you've got the basics down and want to know what an actual CFO would track for a scaling Indian D2C brand.

D2C Unit Economics: 16 Metrics Every E-commerce Startup Should Know

From CFO Matrix

Covers 16 metrics beyond the basic gross/contribution margin pair
Written from an outsourced-CFO perspective for scaling Indian brands
Good checklist to benchmark your own dashboard against

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Answers What unit economics numbers should I actually be tracking every week, CM1, CM2, contribution margin? What is contribution margin for a D2C brand, and what do CM1, CM2 and CM3 mean? What does a healthy CM1 / CM2 / CM3 actually look like for an Indian D2C brand? How do I factor RTO, returns, COD, shipping and discounts into my true margin?

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