Definitions
Run rate vs trailing twelve monthsWhy annualizing a quarter misleads a seasonal consumer brand, how trailing twelve months fixes it, and how to project the year from your own seasonality.Contribution margin for consumer brandsWhat contribution margin means for a DTC or omnichannel consumer brand, which costs belong in it, and why every brand has to write down its own version.How to calculate return rateHow to calculate return rate for an apparel or DTC brand: units or dollars, whether exchanges count, which month to measure, and which system to trust.Landed cost vs the store platform's cost fieldWhat landed cost includes for a consumer brand, why the cost field in Shopify or another store platform often understates it, and how to keep margins honest.The definitions worksheetA free spreadsheet for consumer brands to write down how they define net revenue, margin, returns and more, plus sources of truth and seasonality.