Read your D2C numbers like a CFO. In one weekend.
The D2C Metrics Playbook turns ROAS, CAC, COD, RTO, margin and cash into one system you can actually run your brand on. Every example in rupees, every formula worked end to end.
What dashboards, courses and threads don't tell you
Most D2C advice stops at the metric. Profit is decided one layer below it.
| What you're usually told | What actually decides profit |
|---|---|
| "5× ROAS is great, scale it." | Your break-even ROAS. In the playbook's Case 2, a 5× month still lost ₹1.2 lakh. |
| "COD lifts conversion, keep it on." | Your COD break-even delivery rate. A COD order can keep ₹37 where prepaid keeps ₹315. |
| "Revenue is up, so the business is healthy." | Your cash conversion cycle. Growth can drain the bank while profit rises. |
| "Lower CAC is always better." | Contribution per order, LTV:CAC and payback period, read together. |
What you'll be able to do after one read
Know your break-even ROAS and CAC
Calculate, from your own margins, the line below which every ad-driven sale loses money.
Price COD and RTO properly
See what a COD order really earns after RTO, and when prepaid incentives pay for themselves.
Plan cash before you grow
Work out how much working capital your next revenue target needs, before you place the inventory order.
Find the real leak
Seven diagnostic trees take you from a symptom like "CAC rising" to its root cause.
Read retention and LTV
Cohorts, repeat purchase, LTV:CAC and payback, without a data team.
Run a weekly numbers routine
Daily, weekly and monthly checklists, plus what to check before scaling ads or buying stock.
Who this is for
D2C founders
You run the brand and sign off on spend. You get one system to read every number that matters.
Performance marketers
You're judged on ROAS. You learn to report contribution, not just platform numbers.
Ecommerce and growth managers
You own the funnel. You learn which lever moves profit, not just revenue.
Agency owners
Your clients ask why 5× isn't paying off. You get the language and the maths to answer.
Ops and finance hires
You manage stock, couriers and cash. You see how operations decisions hit the P&L.
Aspiring founders
You're planning a launch. You learn the unit economics before you spend the first rupee on ads.
What's inside, part by part
16 parts that build on each other, from the D2C business equation to a full founder operating system.
IntroGetting started3 sections
- Introduction — The Numbers Behind a D2C Business
- How to Use This Book
- The Case Study Brand: Aura Home
Part IThe Foundation3 chapters
- 1.Why D2C Metrics Matter
- 2.The D2C Business Equation
- 3.How to Read Metrics
Part IITraffic & Acquisition4 chapters
- 4.Understanding Traffic
- 5.CPM, CTR, CPC and CPA
- 6.Customer Acquisition Cost
- 7.ROAS, MER and Marketing Efficiency
Part IIIConversion & Sales4 chapters
- 8.The Ecommerce Funnel
- 9.Conversion Rate
- 10.AOV, ASP and Revenue per Visitor
- 11.Discounts and Net Revenue
Part IVCustomers & Retention6 chapters
- 12.New vs Returning Customers
- 13.Repeat Purchase Rate
- 14.Retention and Churn
- 15.LTV / CLV
- 16.LTV:CAC
- 17.Cohort Analysis
Part VProduct & Unit Economics6 chapters
- 18.Product Economics
- 19.COGS, Gross Profit and Gross Margin
- 20.Contribution Margin
- 21.Break-Even CAC
- 22.Break-Even ROAS
- 23.Payback Period
Part VIOperations, Inventory & Cash6 chapters
- 24.Returns, Refunds and RTO
- 25.COD and Prepaid Economics
- 26.Inventory Metrics
- 27.Working Capital
- 28.Cash Conversion Cycle
- 29.Profit vs Cash
Part VIIThe D2C Diagnostic System7 chapters
- 30.From Symptom to Root Cause
- 31.Diagnostic Tree: Revenue Falling
- 32.Diagnostic Tree: CAC Rising
- 33.ROAS Looks Good but Money Is Lost
- 34.Revenue Growing but Cash Falling
- 35.AOV Up, Conversion Down
- 36.Repeat Purchase Is Weak
Part VIIIDashboards & Management2 chapters
- 37.Building the D2C Dashboard
- 38.The Executive Metrics Tree
Part IXCase Study Workshop10 cases
- Case 1High Traffic, Low Sales
- Case 2ROAS 5×, Business Losing Money
- Case 3Revenue Up, Cash Down
- Case 4AOV Up, Revenue per Visitor Down
- Case 5First Order Good, Retention Weak
- Case 6Bestseller Losing Money
- Case 7COD Sales Are High, RTO Is High
- Case 8CTR Improves, CAC Worsens
- Case 9Revenue Flat, Profit Up
- Case 10Rapid Growth, Working-Capital Pressure
Part XThe Founder Operating System7 chapters
- 39.The Daily Routine
- 40.The Weekly Routine
- 41.The Monthly Routine
- 42.Before Scaling Ad Spend
- 43.Before Launching a Product
- 44.Before Buying Inventory
- 45.The Master Diagnostic Framework
Part XIThe Most Important Metric Relationships1 chapter
- How traffic, conversion, AOV, CAC, margin, retention and cash pull on each other, and which levers move the rest.
Part XIICommon D2C Mistakes1 chapter
- The mistakes that quietly drain Indian D2C brands, from scaling on platform ROAS to ignoring COD remittance.
RefReference: cheat sheet, checklist, glossary and dashboard8 sections
- XIIIFormula Cheat Sheet
- XIVMaster D2C Metrics Checklist
- XVGlossary
- XVIFounder's Master Dashboard
- The Final D2C Operating Framework
- The Five Questions Every Founder Should Learn to Ask
- Final Self-Assessment
- Conclusion
The bundle adds the Founder's Calculator
A 6-tab spreadsheet that runs every formula in the book on your own numbers. Type in your prices, costs and rates; it gives you your answers.
Your brand's inputs
Enter prices, costs, fees and rates once. Every other tab reads from here.
What one order really earns
Contribution per order, break-even CAC and break-even ROAS.
The real value of a COD order
Contribution after RTO, your COD break-even delivery rate and the value of shifting to prepaid.
Is the customer worth it?
Lifetime value, LTV:CAC and how many months until a customer pays you back.
Where visitors leak
Traffic, conversion and AOV, and which one moves revenue most.
Cash needed to grow
Working capital tied up today and the extra cash your revenue target needs.
How it compares
| The D2C Metrics Playbook | Free videos and threads | Hiring a consultant | |
|---|---|---|---|
| Built for Indian D2C (COD, RTO, ₹) | Yes, throughout | Rarely | Depends on the person |
| Numbers worked end to end | Yes, one brand across 10 cases | Fragments | Yes |
| One connected system | Yes, 16 parts in order | No, scattered | Usually |
| Time to useful | A weekend | Weeks of searching | Weeks of onboarding |
| Yours to keep | Yes, forever | If you saved it | No, ends with the contract |
| Cost | Rs. 999 once | Free, plus your time | Monthly retainer |
Choose your pack
One-time payment. Instant download. No subscription.
The Playbook
The ebook on its own
- 90-page PDF: 16 parts, 45 chapters
- 10 worked case studies in rupees
- 7 diagnostic trees
- Formula cheat sheet and 100+ metric checklist
- Founder routines and pre-scaling checklists
- Founder's Calculator spreadsheet
Playbook + Calculator
The ebook and a spreadsheet that runs it on your numbers
- Everything in the ebook
- Founder's Calculator: 6-tab spreadsheet
- Your break-even ROAS and CAC in minutes
- Your COD break-even delivery rate
- LTV, payback and cash-to-grow on your numbers
- Works in Excel and Google Sheets
Not sure yet? Read 12 pages free.
The introduction and the full COD and RTO chapter, including the worked example. Straight to your inbox.
How do I get the ebook?
Instantly. After payment you get an email with your download link, and the download also appears on the order confirmation page. No app or account needed.
Do I need a finance background?
No. Every formula is explained in plain language and worked through with rupee examples from one case-study brand, Aura Home.
Is this written for Indian brands?
Yes. Every example is in rupees and lakhs, and COD, RTO, UPI and courier remittance are covered in full.
What's the difference between the ebook and the bundle?
The bundle adds the Founder's Calculator: a 6-tab spreadsheet that runs the book's formulas on your own numbers. The ebook teaches the thinking; the calculator gives you your answers in minutes.
Does the calculator need Excel?
No. It works in Microsoft Excel and in Google Sheets, which is free.
Can I read it on my phone?
Yes. It's a PDF that opens on any phone, tablet or laptop.
Can I get a refund?
Because these are digital downloads, all sales are final. If your file doesn't arrive or won't open, we'll fix it or refund you.
Stop guessing which numbers to trust.
One weekend with the playbook, and you'll know your break-even ROAS, your real COD margin and the cash your growth needs.