5 resources from Eightx we point founders to, and the questions each answers.
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Why we picked it
A structured framework for CM1/CM2/contribution margin thinking that applies directly to a D2C brand regardless of market, the concepts are identical whether you're shipping from Mumbai or Miami.
Why we picked it
Frames inventory as a working-capital and cash problem first, tooling second, the right mental model for a founder who's about to tie up money in stock. Includes tool picks by revenue band, which is more useful than a generic 'best practices' list.
Break-even ROAS is the floor; target ROAS should sit meaningfully above it to fund overhead and profit.
A 3x ROAS is healthy at a 60% contribution margin and a slow leak at a 25% contribution margin, same number, opposite outcome.
Category margin norms differ a lot, for example many apparel brands net only 18 to 22% CM after returns, which pushes their real break-even closer to 5x.
Why we picked it
Lays out a clean cadence for which metric to look at on which day: ROAS for daily creative calls, MER for the weekly budget conversation, blended CAC for the quarterly growth call, so one number stops trying to answer three different questions.
