Margin Map
Anonymised client: Scaling ecommerce brand. Revenue was growing, but margin was fuzzy and discounting was reactive. They didn’t need “more reporting”. They needed cost truth and a pricing system that stopped leaking profit.
“Margin” meant five different things depending on who you asked. Returns, shipping, fees, and discounts were treated as noise — until cash made it very loud.
We built clean unit economics by product and channel, pulling in real landed costs, fulfilment, returns, payment fees, and the impact of discounting. Then we added guardrails: when discounts are allowed, what they’re for, and what to stop doing. With a simple weekly margin view, the team could spot problems early and prioritise high-quality revenue. Pricing decisions moved from vibes to repeatable rules.
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