Make money on every order

Know your costs, price for value, and make sure the unit economics actually work.

5 steps, 31 questions, laid out in the order you'll hit them

Each step is a topic with the real questions D2C founders ask; open whichever one you're stuck on for the answer and the resources on it.

1. 1
   Product costing & COGS

   Know your landed cost to the last rupee.

   What's the actual difference between COGS and landed cost, and why does mixing them up wreck my margins? 3 → How do I calculate my true landed cost per unit, including duty, freight and GST? 3 → What import duty and GST will I actually pay bringing goods into India? 3 → How do I set my price once I actually know my costs, what margin should I be targeting? 3 → What free tools or calculators can I use to model landed cost before I place an order? 3 → All 6 questions in Product costing & COGS →
2. 2
   Unit economics & contribution margin

   Do you make money on order number one?

   What is contribution margin for a D2C brand, and what do CM1, CM2 and CM3 mean? 4 → How do I calculate CAC, and what's the difference between blended CAC and new-customer CAC? 3 → What does a healthy CM1 / CM2 / CM3 actually look like for an Indian D2C brand? 4 → My revenue keeps growing but I'm still losing money. Why does that happen? 4 → How do I factor RTO, returns, COD, shipping and discounts into my true margin? 4 → All 7 questions in Unit economics & contribution margin →
3. 3
   Pricing & discounting strategy

   Charge for value; stop training buyers to wait for sales.

   How do I price a new D2C product when I have no direct competitor to benchmark against? 3 → Should I price the same on my own website and on Amazon, Flipkart and Zepto? 4 → How much can I discount before I train my customers to wait for the next sale? 4 → How do I raise prices without losing customers or crashing conversion? 3 → What pricing psychology actually works for D2C - charm pricing, bundling, anchoring? 3 → All 6 questions in Pricing & discounting strategy →
4. 4
   Cohorts, LTV & repeat rate

   The metrics that decide if you have a brand.

   What is cohort analysis, and why does it matter more than a single repeat-rate number? 3 → How do I calculate customer LTV for my D2C brand - on revenue or on margin? 3 → What's a good repeat purchase rate for my category, and how do Indian brands compare to global benchmarks? 3 → What's the difference between repurchase rate and retention rate, and which should I report to investors? 2 → What is RFM analysis, and how do I use it to segment customers for retention marketing? 3 → All 6 questions in Cohorts, LTV & repeat rate →
5. 5
   Financial modeling & forecasting

   See the cash before it surprises you.

   How do I build a basic financial model for my D2C brand from scratch? 4 → What's the difference between a P&L, a cash flow statement and a balance sheet - and which one actually tells me if I'll run out of money? 3 → How do I calculate my cash runway, and how do I know when I need to raise or borrow? 3 → Should I take on debt (working capital loans, invoice financing) instead of raising equity to fund inventory? 3 → What are the biggest financial modeling mistakes D2C founders make? 4 → All 6 questions in Financial modeling & forecasting →