Score Each Area

Select the statement that best describes your current state.

1. Contribution Margin by Channel

Blended margin only; shipping, returns, and fees never make it to channel level.

Channel margins get estimated quarterly with rough fee allocations.

True contribution margin per channel, after shipping, returns, and fees, monthly.

2. Inventory Cash Commitment

POs get placed on availability and instinct; the cash impact is discovered afterward.

You estimate the cash hit, but not the weeks tied up or the overlap with other commitments.

Every major buy is modeled: dollars locked, for how long, against the 13-week cash view.

3. Marketing Efficiency

Spend scales on platform ROAS alone; no blended target exists.

MER is watched, but break-even MER is not defined, so “good” is a feeling.

A break-even and target MER exist, and spend throttles against them.

4. 13-Week Cash Forecast

No 13-week view; payout timing still produces surprises.

A cash sheet exists but ignores processor lag, reserves, and PO overlap.

Rolling 13-week forecast with payout lag, ad spend, and inventory commitments built in.

5. Demand and Reorder Planning

Reorders happen on stockouts and gut.

Basic velocity math, without seasonality or lead-time buffers.

Demand model with reorder points, lead times, and seasonality; stockouts and overbuys are exceptions.

6. Returns Economics

The return rate is known; its P&L cost is not.

Returns tracked by rate, with rough cost assumptions and no reverse-logistics detail.

Full return economics by channel or SKU class: freight back, restocking, resale value.

7. SKU-Level Profitability

Revenue by SKU, yes. Profit by SKU, no.

Periodic SKU profit checks on top sellers only.

SKU-level contribution ranked regularly; the tail gets cut or repriced.

8. Subscription and Membership Health

Subscription revenue exists but churn and LTV are not measured.

Topline churn is tracked; cohort behavior and payback are not.

Cohort retention, churn, and LTV to CAC tracked monthly.

N/A: No subscription or membership revenue

9. Channel Concentration

One channel is 70%+ of revenue and there is no plan B.

Concentration is acknowledged; diversification is aspirational and unbudgeted.

Concentration is measured, with a funded plan to reduce it.

10. Seasonal Buy Confidence

The big seasonal buy is a gut call each year.

Last year plus a percentage, with no downside case.

Scenario-modeled buy with cash impact, stockout risk, and an exit plan for leftover units.

eCommerce Financial Health Scorecard