Indie Productivity | Profitability Calculator & Benchmarking.xlsx

	B	C	E	G	H	I	J
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2	Profitability Calculator & Benchmarking
3	by Indie Productivity
4	indie-productivity.com
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7	Steps
8	1. Usa i campi in giallo come input
9	2. Controlla i dettagli e le istruzioni per ogni campo
10	3. Rivedi gli obiettivi e lo stato di salute del tuo ecommerce
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12	Step 1. Inputs		Step 2. Details	Step 3. Insights
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14	Input		Detail & Instructions	Ecommerce Health	Performance	Target	% to Target
15	Gross Sales Revenue			Gross Profit $	70%	70%	100%
16	Gross Sales Revenue ex GST/IVA			Net Profit before Tax	24%	25%	97%
17	Monthly Discounts			Marketing Budget	23.45%	20%	117%
18	Returns			Marketing Efficiency Ratio (MER)	4.26	4.5	94.76%
19	Net Sales Revenue	$ 55,000.00	This will be what your actual monthly or last 30-days is in Shopify - Use the 'net sales' number in Shopify order reporting
20	Other Income	$ -	Include any additional income received from outside sources (i.e. if you are sub-leasing to someone)
21	Total Orders Shopify	325	Input this using your Shopify Total Order or the last 30 days or month (whichever period you used for net sales)
22	Average Order Value per Shopify	$ 169.23	This will calculator your Net Sale AOV (So it will be lower than your Shopify AOV which is calcualted on Gross Sales)
23	Paypal Charges (3.04% of spese totali incluse GST)
24	Shopify Charges (2.19% of spese totali incluse GST)
25	Freight Costs
26	Shipping Costs
27	Packaging Costs
28	COGS %	30%	Please make sure you update the Cost of Sales figure to be yours (i.e. 30%) - this can include Packaging, freight, cost of goods etc.	Customer Acqusition Cost (CAC)	$39.69	$35	113.39%
29	COGS $	$ 16,500.00
30	Gross Profit $	$ 38,500.00	💡 Ideally we want to see the Gross Profit % here be at least 70%
31	Gross Profit % of total Net Income	70%
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33	Expenses
34	Accounting/Consulting/Legal	$ 352.00	Please input all of your monthly expenses
35	Telephone/Internet	$ 215.32
36	Travel/Entertainment	$ -
37	Payroll / Employee Costs	$ 7,896.88	Include Pension contribution for this cost
38	Vehicle Expenses	$ -
39	Rent	$ 1,548.00
40	Insurance	$ 105.51
41	Directors Wage (Personal Budget)	$ -
42	Electricity	$ -
43	Total Subscription Costs	$ 229.03	No need to update. This figure comes from the Subscriptions budget below please input all the fields there rather than changing this number
44	Total Marketing Budget	$ 12,897.73	No need to update. This figure comes from the Subscriptions budget below please input all the fields there rather than changing this number
45	Website Costs	$ 1,901.00		Break-even Targets	Daily	Monthly (30-day month)
46	Blank row 1 for other expenses	$ -	Use can use thse rows for additional expenses	Break-even Order Target (Orders)	8	246
47	Blank row 2 for other expenses	$ -		Break-even Order Value Target (Revenue)	$1,388.18	$41,645.47
48	Blank row 3 for other expenses	$ -
49	Total	$ 25,145.47		25% Net Profit Targets	Daily	Monthly (30-day month)
50				25% Net Profit Order Target (Orders)	10	308
51	Net Profit before Tax	$ 13,354.53	💡 Target is 25%	25% Net Profit Order Value Target (Revenue)	$1,735.23	$52,056.83
52	Net Profit before Tax %	24.28%
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55	Marketing Budget		Ideally we want to ensure that this number is not above 20%
56	Paid Media - Advertising Spend	$ 7,272.73
57	Marketing Agency Fees	$ 5,625.00	Ideally work with fixed fees
58	Influencer Budget	$ -	Ensure influencers are focussed on performance and your brand retains the rights to content
59	Other Ads	$ -
60	Creative & Shoots	$ -
61	Website Developers & Email Marketing Providers	$ -
62	Total	$ 12,897.73	💡 Target is 20%
63	Marketing Budget % of total revenue	23.45%
64
65	Subscriptions		Please narrate what you use each subscription for below so that you can see whether you are using it effectively. Ask yourself it is really required or whether it can be cancelled
66	Shopify Fees	$ 417.92
67	Shopify Apps	$ -
68	Yotpo	$ -
69	Klaviyo	$ -
70	Inventory Planner	$ -
71	Klaviyo	$ -
72	A2X	$ 51.95
73	Office	$ 33.00
74	Asana	$ 36.78
75	Later	$ 20.05
76	Spotify	$ 17.26
77	Adobe	$ 69.99
78	Blank row 1 for other subscriptions	$ -	You can use these rows for addtional subscriptions
79	Blank row 2 for other subscriptions	$ -
80	Blank row 3 for other subscriptions	$ -
81	Total	$ 229.03
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83
84	Break-even Revenue
85	Breakeven Revenue Required	$ 41,645.47	This is your break even revenue/sales, this is the minimum number you need to achieve in order to breakeven and additional revenue above this less your raw costs will be profit.
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