Five guides and four reports, written for operators
Long-form, primary-sourced playbooks and reports on margin, demand, attribution and retention. The guides are open to read, no gate. The reports go deeper, with the data and math behind every claim.
Operator's manuals, free to read
The core methods, worked from first principles to a decision you can act on. No gate.
The Contribution Margin Playbook
The operator's guide to CM1, CM2 and CM3, the payback math behind every acquisition dollar, and the one metric that ties marketing effort to durable profit.
The Weather Demand Modelling Guide
How to turn temperature, storms and degree-days (BOM, 18 C base) into a forecast of your own demand, how far ahead it is honestly reliable, and the spend decision it should change.
The Profit-Led Measurement Guide
The operator's manual for measuring what your marketing truly causes, denominated in profit rather than reported revenue: the four standard methods, the math that ties them together, and a maturity ladder by spend.
The Retention & LTV Guide
A primary-sourced operator's manual for retention curves, the second-order inflection, blended service+ecom LTV, owned-channel lifecycle, and the 30/60/90-day win-back window.
The Lead & Pipeline Economics Guide
A lead is not a cost but a probabilistic claim on future margin; this guide builds the math from CPL through win-rate-by-source to a single managed metric, pipeline velocity.
The deep work, with the data behind it
Operating models and primary research. Every claim shows its math and its source.
The Margin Method
The operator's method for running a store on the one number that cannot lie: true contribution margin per order. See the number, find the five places it leaks, and name the biggest move, with the arithmetic shown at every step.
The CFO's Margin Operating Model
The operating model for running a consumer business on contribution margin: a drillable margin ladder, a variance loop that explains the miss, an honest-horizon forecast, tie-out to source, and Profit Velocity as the north-star.
The Marketing Profitability Report
Your platforms claim up to 140% of the sales you actually made; this report separates reported ROAS from incremental profit and shows the math for where the next dollar belongs.
Build vs Rent: The Attribution Engine Decision
Every platform claims the same sale; this report shows the math of the 85-to-140-percent over-count, the four ways to measure it, and whether to rent your attribution or own it.