The Blog

February 12, 2025

Using Iris Plan vs Actual

Learn how to use the Plan vs Actual variance tool in Iris

Using Iris Cohorts

Learn how to use channel-level cohort reporting in Iris

Using Iris Daily PNL

Learn how to use Iris Daily PNL

The Guide to Capital Efficiency

Consumer branded goods are without a doubt one of the most challenging business models in the world. It is hard enough to get everything right in order to produce a net income profit - but that is really only half the battle in this business model when you consider working capital requirements. Consumer goods are one of the only business models that can make money and lose money at the same time.

The Importance of Setting and Tracking Daily Goals

You can either set your goal for the month and close your eyes and hope that you hit it – or, you can set a monthly goal, break it down to a daily goal day-by-day, and make sure you achieve your goals brick by brick

The Hidden Profit Leak You’re Ignoring: Net Revenue Ratio

Understanding your Net Revenue Ratio is key to understanding Unit Economics

The Importance of Omni Channel

If you are a modern day brand owner, one thing has become exceedingly clear to you in the last couple of years: retail is critical to scale and to thrive.

Using Iris Cohorts

Learn how to use channel-level cohort reporting in Iris

Using Iris Daily PNL

Learn how to use Iris Daily PNL

Introducing Channel P&Ls to Iris

The Importance of Setting and Tracking Daily Goals

You can either set your goal for the month and close your eyes and hope that you hit it – or, you can set a monthly goal, break it down to a daily goal day-by-day, and make sure you achieve your goals brick by brick

The Hidden Profit Leak You’re Ignoring: Net Revenue Ratio

Understanding your Net Revenue Ratio is key to understanding Unit Economics

The Importance of Omni Channel

If you are a modern day brand owner, one thing has become exceedingly clear to you in the last couple of years: retail is critical to scale and to thrive.

Your Gross Margin & How it Informs CAC

One of the hallmarks of the DTC model has always been ‘cutting out the middleman’ - or the retailers that used to hog all the margin. When DTC came about in the 2010s, online brands were able to offer goods for cheaper than what you might at Walmart because Walmart wasn’t taking 50% of the selling price immediately off the top from the brand. This allowed the brand to pass on that margin to the customer in the form of price cuts, which allowed brands to compete on pricing and gain market share.

The State of DTC

If your brand is over $15m, things actually may be going pretty well, all things considered. If you are under $15m, its hard and requires a lot of work and attention to right metrics to get profitable.

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