01 / The flip

DTC wins on margin. Loses on profit.

Add freight, fulfillment, and CAC — and the ranking flips. Drag a slider. Watch it happen.

Revenue$0.00MModeled, all channels

Contribution0.0%After all channel costs

Profit pool$0.00MBefore fixed opex

Cash · week 13$0.00MFrom $1.42M start

02 / What-if lab

One change. Everything moves.

Move a cost — watch margin, ranking, and cash answer.

Freight & fulfillment 0%

DTC / Amazon price 0%

Trade & promo 0%

Paid acquisition 0%

Costco leads.

Freight hurts DTC first — a single jar has nowhere to hide.

03 / Profit by channel

Per jar · ranked by contribution margin · Price − COGS − Freight − Trade − CAC − Fees

04 / SKUs

Where profit hides.

05 / Cash

Ends $1.61M

Week 1Week 7Week 13

06 / Start here

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