Generated 2026-10-27 07:00 AEST

Proud Poppy — Daily P&L

Confidence is your best metric. Be bold. Be brave. BELIEVE.

Oct 2026 (MTD) Sep 2026 Aug 2026 Jul 2026 Jun 2026 May 2026 Apr 2026 Mar 2026 Feb 2026

Revenue (ex GST)

$322,886

-63.1% vs budget

Profit

$151,719

-311.3% vs budget

Profit margin

42.8%

Online orders

2,165

-75.4% vs budget

MER

AOV

$156

Day	Sun 27	Mon 28	Tue 29	Wed 30	Thu 1	Fri 2	Sat 3	Sun 4	Mon 5	Tue 6	Wed 7	Thu 8	Fri 9	Sat 10	Sun 11	Mon 12	Tue 13	Wed 14	Thu 15	Fri 16	Sat 17	Sun 18	Mon 19	Tue 20	Wed 21	Thu 22	Fri 23	Sat 24	Sun 25	Mon 26
Revenue (ex GST)	-	-	$17,170	-	$17,294	-	-	-	-	-	$15,151	-	-	-	-	-	$19,480	-	-	-	-	-	$17,131	$18,464	$22,650	$109,831	$50,834	-	$31,809	$20,242
Online orders	-	-	124	-	122	-	-	-	-	-	122	-	-	-	-	-	162	-	-	-	-	-	143	139	148	681	296	-	219	133
Store orders	-	-	19	-	20	-	-	-	-	-	12	-	-	-	-	-	11	-	-	-	-	-	8	3	15	9	14	-	5	11
Sessions	-	-	9,921	-	8,585	-	-	-	-	-	9,308	-	-	-	-	-	10,916	-	-	-	-	-	9,861	10,038	9,314	19,069	13,497	-	13,684	12,274
FB ad spend	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-	-
Profit	-$3,280	-$3,280	$8,457	-$3,280	$9,234	-$3,280	-$3,280	-$3,280	-$3,280	-$3,280	$6,712	-$3,280	-$3,280	-$3,280	-$3,280	-$3,280	$7,816	-$3,280	-$3,280	-$3,280	-$3,280	-$3,280	$7,163	$9,056	$12,027	$82,715	$36,231	-$3,280	$21,416	$11,836

P&L summary

Line item	MTD (26/31 days)	Budget	Var %
REVENUE
Revenue AUD	$333,307	$603,871	-44.8%
Revenue USD (AUD eq)	$2,994	$92,258	-96.8%
Revenue NZD (AUD eq)	$3,176	$62,903	-95.0%
Revenue Other	$1,061	$10,065	-89.5%
Revenue Stores	$13,554	$209,677	-93.5%
Revenue Total	$354,092	$978,774	-63.8%
GST collected	$31,205	$104,839	-70.2%
Revenue Ex GST	$322,886	$873,935	-63.1%
SALES STATS
Store Orders	108	2,768	-96.1%
Online Orders	2,165	8,806	-75.4%
Items Sold	4,487	16,774	-73.3%
Sessions	116,546	402,581	-71.1%
New Customers	374	2,516	-85.1%
Returning Customers	1,895	4,781	-60.4%
STORE PERFORMANCE
Conversion Rate	1.9%	2.2%	-15.1%
Items Per Order	1.97	1.45	+36.2%
Average Order Value	$156	$85	+84.2%
Cost Per Visit	-	$0.41	-100.0%
Revenue Per Visit	$3.04	$2.43	+25.0%
Cost Per Acquisition	-	$65	-100.0%
ADVERTISING
Facebook Ad Spend	-	$130,000	-100.0%
Google Ad Spend	-	$18,452	-100.0%
TikTok Ad Spend	-	$10,065	-100.0%
Other Ad Spend	-	$1,677	-100.0%
Fixed Advertising	-	$4,529	-100.0%
Total Advertising	-	$164,723	-100.0%
MER (Marketing Efficiency Ratio)	-	5.94x	-100.0%
VARIABLE COGS & FULFILMENT
Product Cost	$85,875	$360,645	-76.2%
Shipping Cost	-	$104,000	-100.0%
Pick Pack (3PL)	-	$12,581	-100.0%
Packaging	-	$5,032	-100.0%
Transaction Fees	-	$13,419	-100.0%
Merchant Fees	-	$20,129	-100.0%
Total Variable Costs	$85,875	$515,806	-83.4%
VCR (Variable Cost Ratio)	24.3%	52.7%	-54.0%
FIXED COSTS
Salaries & Contractors	-	$163,548	-100.0%
Subscriptions & Software	-	$7,129	-100.0%
Office & Operating Exp	-	$9,226	-100.0%
Rent (period accrual)	$85,293	$85,293	+0.0%
Total Fixed Costs	$85,293	$265,196	-67.8%
FCR (Fixed Cost Ratio)	24.1%	27.1%	-11.1%
TOTAL EXPENSES	$171,167	$945,725	-81.9%
PROFIT	$151,719	-$71,789	-311.3%
Profit %	42.8%	-7.3%	-684.2%
Sitewide ROAS	-	5.94x	-100.0%

Revenue (ex GST)

$103,384

-90.1% vs budget

Profit

-$31,745

-62.9% vs budget

Profit margin

-28.1%

Online orders

822

-92.2% vs budget

MER

AOV

$127

P&L summary

Line item	Sep 2026 (full month)	Budget	Var %
REVENUE
Revenue AUD	$100,637	$720,000	-86.0%
Revenue USD (AUD eq)	$1,087	$110,000	-99.0%
Revenue NZD (AUD eq)	$3,052	$75,000	-95.9%
Revenue Other	$1,187	$12,000	-90.1%
Revenue Stores	$7,046	$250,000	-97.2%
Revenue Total	$113,010	$1,167,000	-90.3%
GST collected	$9,626	$125,000	-92.3%
Revenue Ex GST	$103,384	$1,042,000	-90.1%
SALES STATS
Store Orders	67	3,300	-98.0%
Online Orders	822	10,500	-92.2%
Items Sold	1,838	20,000	-90.8%
Sessions	54,786	480,000	-88.6%
New Customers	188	3,000	-93.7%
Returning Customers	698	5,700	-87.8%
STORE PERFORMANCE
Conversion Rate	1.5%	2.2%	-31.4%
Items Per Order	2.07	1.45	+42.7%
Average Order Value	$127	$85	+50.3%
Cost Per Visit	-	$0.41	-100.0%
Revenue Per Visit	$2.06	$2.43	-15.2%
Cost Per Acquisition	-	$65	-100.0%
ADVERTISING
Facebook Ad Spend	-	$155,000	-100.0%
Google Ad Spend	-	$22,000	-100.0%
TikTok Ad Spend	-	$12,000	-100.0%
Other Ad Spend	-	$2,000	-100.0%
Fixed Advertising	-	$5,400	-100.0%
Total Advertising	-	$196,400	-100.0%
MER (Marketing Efficiency Ratio)	-	5.94x	-100.0%
VARIABLE COGS & FULFILMENT
Product Cost	$33,434	$430,000	-92.2%
Shipping Cost	-	$124,000	-100.0%
Pick Pack (3PL)	-	$15,000	-100.0%
Packaging	-	$6,000	-100.0%
Transaction Fees	-	$16,000	-100.0%
Merchant Fees	-	$24,000	-100.0%
Total Variable Costs	$33,434	$615,000	-94.6%
VCR (Variable Cost Ratio)	29.6%	52.7%	-43.9%
FIXED COSTS
Salaries & Contractors	-	$195,000	-100.0%
Subscriptions & Software	-	$8,500	-100.0%
Office & Operating Exp	-	$11,000	-100.0%
Rent (period accrual)	$101,695	$101,695	+0.0%
Total Fixed Costs	$101,695	$316,195	-67.8%
FCR (Fixed Cost Ratio)	90.0%	27.1%	+232.1%
TOTAL EXPENSES	$135,129	$1,127,595	-88.0%
PROFIT	-$31,745	-$85,595	-62.9%
Profit %	-28.1%	-7.3%	+283.0%
Sitewide ROAS	-	5.94x	-100.0%

Revenue (ex GST)

$445,012

-57.3% vs budget

Profit

$195,161

-328.0% vs budget

Profit margin

40.1%

Online orders

2,978

-71.6% vs budget

MER

98.98x

AOV

$134

P&L summary

Line item	Aug 2026 (full month)	Budget	Var %
REVENUE
Revenue AUD	$369,109	$720,000	-48.7%
Revenue USD (AUD eq)	$5,427	$110,000	-95.1%
Revenue NZD (AUD eq)	$5,549	$75,000	-92.6%
Revenue Other	$4,019	$12,000	-66.5%
Revenue Stores	$103,168	$250,000	-58.7%
Revenue Total	$487,272	$1,167,000	-58.2%
GST collected	$42,260	$125,000	-66.2%
Revenue Ex GST	$445,012	$1,042,000	-57.3%
SALES STATS
Store Orders	660	3,300	-80.0%
Online Orders	2,978	10,500	-71.6%
Items Sold	7,693	20,000	-61.5%
Sessions	163,231	480,000	-66.0%
New Customers	784	3,000	-73.9%
Returning Customers	2,826	5,700	-50.4%
STORE PERFORMANCE
Conversion Rate	1.8%	2.2%	-16.6%
Items Per Order	2.11	1.45	+45.9%
Average Order Value	$134	$85	+58.4%
Cost Per Visit	$0.03	$0.41	-92.6%
Revenue Per Visit	$2.99	$2.43	+22.8%
Cost Per Acquisition	$6	$65	-90.4%
ADVERTISING
Facebook Ad Spend	$1,726	$155,000	-98.9%
Google Ad Spend	$2,130	$22,000	-90.3%
TikTok Ad Spend	-	$12,000	-100.0%
Other Ad Spend	$926	$2,000	-53.7%
Fixed Advertising	$141	$5,400	-97.4%
Total Advertising	$4,923	$196,400	-97.5%
MER (Marketing Efficiency Ratio)	98.98x	5.94x	+1565.8%
VARIABLE COGS & FULFILMENT
Product Cost	$113,009	$430,000	-73.7%
Shipping Cost	$15,376	$124,000	-87.6%
Pick Pack (3PL)	-	$15,000	-100.0%
Packaging	-	$6,000	-100.0%
Transaction Fees	$346	$16,000	-97.8%
Merchant Fees	$96	$24,000	-99.6%
Total Variable Costs	$128,827	$615,000	-79.1%
VCR (Variable Cost Ratio)	26.4%	52.7%	-49.8%
FIXED COSTS
Salaries & Contractors	$3,000	$195,000	-98.5%
Subscriptions & Software	$6,194	$8,500	-27.1%
Office & Operating Exp	$5,213	$11,000	-52.6%
Rent (period accrual)	$101,695	$101,695	+0.0%
Total Fixed Costs	$116,102	$316,195	-63.3%
FCR (Fixed Cost Ratio)	23.8%	27.1%	-12.1%
TOTAL EXPENSES	$249,852	$1,127,595	-77.8%
PROFIT	$195,161	-$85,595	-328.0%
Profit %	40.1%	-7.3%	-646.1%
Sitewide ROAS	98.98x	5.94x	+1565.8%

Revenue (ex GST)

$1,298,259

+24.6% vs budget

Profit

-$143,906

+68.1% vs budget

Profit margin

-10.1%

Online orders

8,921

-15.0% vs budget

MER

5.31x

AOV

$139

P&L summary

Line item	Jul 2026 (full month)	Budget	Var %
REVENUE
Revenue AUD	$1,170,353	$720,000	+62.5%
Revenue USD (AUD eq)	$32,181	$110,000	-70.7%
Revenue NZD (AUD eq)	$22,355	$75,000	-70.2%
Revenue Other	$13,236	$12,000	+10.3%
Revenue Stores	$181,106	$250,000	-27.6%
Revenue Total	$1,419,232	$1,167,000	+21.6%
GST collected	$120,973	$125,000	-3.2%
Revenue Ex GST	$1,298,259	$1,042,000	+24.6%
SALES STATS
Store Orders	1,277	3,300	-61.3%
Online Orders	8,921	10,500	-15.0%
Items Sold	22,728	20,000	+13.6%
Sessions	395,126	480,000	-17.7%
New Customers	1,602	3,000	-46.6%
Returning Customers	8,547	5,700	+49.9%
STORE PERFORMANCE
Conversion Rate	2.3%	2.2%	+3.2%
Items Per Order	2.23	1.45	+53.8%
Average Order Value	$139	$85	+64.6%
Cost Per Visit	$0.68	$0.41	+65.4%
Revenue Per Visit	$3.59	$2.43	+47.7%
Cost Per Acquisition	$167	$65	+155.0%
ADVERTISING
Facebook Ad Spend	$230,203	$155,000	+48.5%
Google Ad Spend	$14,424	$22,000	-34.4%
TikTok Ad Spend	-	$12,000	-100.0%
Other Ad Spend	$60	$2,000	-97.0%
Fixed Advertising	$22,736	$5,400	+321.0%
Total Advertising	$267,424	$196,400	+36.2%
MER (Marketing Efficiency Ratio)	5.31x	5.94x	-10.7%
VARIABLE COGS & FULFILMENT
Product Cost	$389,271	$430,000	-9.5%
Shipping Cost	$227,985	$124,000	+83.9%
Pick Pack (3PL)	-	$15,000	-100.0%
Packaging	$941	$6,000	-84.3%
Transaction Fees	$7,426	$16,000	-53.6%
Merchant Fees	$37,050	$24,000	+54.4%
Total Variable Costs	$662,674	$615,000	+7.8%
VCR (Variable Cost Ratio)	46.7%	52.7%	-11.4%
FIXED COSTS
Salaries & Contractors	$313,958	$195,000	+61.0%
Subscriptions & Software	$33,390	$8,500	+292.8%
Office & Operating Exp	$63,024	$11,000	+472.9%
Rent (period accrual)	$101,695	$101,695	+0.0%
Total Fixed Costs	$512,067	$316,195	+61.9%
FCR (Fixed Cost Ratio)	36.1%	27.1%	+33.2%
TOTAL EXPENSES	$1,442,164	$1,127,595	+27.9%
PROFIT	-$143,906	-$85,595	+68.1%
Profit %	-10.1%	-7.3%	+38.2%
Sitewide ROAS	5.31x	5.94x	-10.7%

Revenue (ex GST)

$1,189,321

+14.1% vs budget

Profit

$372,352

-535.0% vs budget

Profit margin

28.7%

Online orders

8,489

-19.2% vs budget

MER

13.61x

AOV

$142

P&L summary

Line item	Jun 2026 (full month)	Budget	Var %
REVENUE
Revenue AUD	$1,135,474	$720,000	+57.7%
Revenue USD (AUD eq)	$46,739	$110,000	-57.5%
Revenue NZD (AUD eq)	$28,296	$75,000	-62.3%
Revenue Other	$9,782	$12,000	-18.5%
Revenue Stores	$77,509	$250,000	-69.0%
Revenue Total	$1,297,802	$1,167,000	+11.2%
GST collected	$108,480	$125,000	-13.2%
Revenue Ex GST	$1,189,321	$1,042,000	+14.1%
SALES STATS
Store Orders	649	3,300	-80.3%
Online Orders	8,489	10,500	-19.2%
Items Sold	22,167	20,000	+10.8%
Sessions	278,355	480,000	-42.0%
New Customers	1,514	3,000	-49.5%
Returning Customers	7,607	5,700	+33.5%
STORE PERFORMANCE
Conversion Rate	3.0%	2.2%	+39.4%
Items Per Order	2.43	1.45	+67.4%
Average Order Value	$142	$85	+67.9%
Cost Per Visit	$0.34	$0.41	-16.3%
Revenue Per Visit	$4.66	$2.43	+91.8%
Cost Per Acquisition	$63	$65	-3.8%
ADVERTISING
Facebook Ad Spend	$60,332	$155,000	-61.1%
Google Ad Spend	$7,227	$22,000	-67.2%
TikTok Ad Spend	-	$12,000	-100.0%
Other Ad Spend	$4,632	$2,000	+131.6%
Fixed Advertising	$23,181	$5,400	+329.3%
Total Advertising	$95,371	$196,400	-51.4%
MER (Marketing Efficiency Ratio)	13.61x	5.94x	+129.0%
VARIABLE COGS & FULFILMENT
Product Cost	$322,862	$430,000	-24.9%
Shipping Cost	$97,761	$124,000	-21.2%
Pick Pack (3PL)	$6,173	$15,000	-58.8%
Packaging	$59	$6,000	-99.0%
Transaction Fees	$4,015	$16,000	-74.9%
Merchant Fees	$46,529	$24,000	+93.9%
Total Variable Costs	$477,399	$615,000	-22.4%
VCR (Variable Cost Ratio)	36.8%	52.7%	-30.2%
FIXED COSTS
Salaries & Contractors	$129,015	$195,000	-33.8%
Subscriptions & Software	$3,316	$8,500	-61.0%
Office & Operating Exp	$10,173	$11,000	-7.5%
Rent (period accrual)	$101,695	$101,695	+0.0%
Total Fixed Costs	$244,199	$316,195	-22.8%
FCR (Fixed Cost Ratio)	18.8%	27.1%	-30.6%
TOTAL EXPENSES	$816,970	$1,127,595	-27.5%
PROFIT	$372,352	-$85,595	-535.0%
Profit %	28.7%	-7.3%	-491.2%
Sitewide ROAS	13.61x	5.94x	+129.0%

Revenue (ex GST)

$1,229,710

+18.0% vs budget

Profit

$750,030

-976.3% vs budget

Profit margin

56.1%

Online orders

8,534

-18.7% vs budget

MER

67.77x

AOV

$139

P&L summary

Line item	May 2026 (full month)	Budget	Var %
REVENUE
Revenue AUD	$1,074,187	$720,000	+49.2%
Revenue USD (AUD eq)	$78,086	$110,000	-29.0%
Revenue NZD (AUD eq)	$29,653	$75,000	-60.5%
Revenue Other	$11,669	$12,000	-2.8%
Revenue Stores	$144,062	$250,000	-42.4%
Revenue Total	$1,337,656	$1,167,000	+14.6%
GST collected	$107,946	$125,000	-13.6%
Revenue Ex GST	$1,229,710	$1,042,000	+18.0%
SALES STATS
Store Orders	1,107	3,300	-66.5%
Online Orders	8,534	10,500	-18.7%
Items Sold	23,103	20,000	+15.5%
Sessions	381,272	480,000	-20.6%
New Customers	2,102	3,000	-29.9%
Returning Customers	7,473	5,700	+31.1%
STORE PERFORMANCE
Conversion Rate	2.2%	2.2%	+2.3%
Items Per Order	2.40	1.45	+65.3%
Average Order Value	$139	$85	+64.1%
Cost Per Visit	$0.05	$0.41	-87.3%
Revenue Per Visit	$3.51	$2.43	+44.3%
Cost Per Acquisition	$9	$65	-85.7%
ADVERTISING
Facebook Ad Spend	-	$155,000	-100.0%
Google Ad Spend	-	$22,000	-100.0%
TikTok Ad Spend	-	$12,000	-100.0%
Other Ad Spend	-	$2,000	-100.0%
Fixed Advertising	$19,737	$5,400	+265.5%
Total Advertising	$19,737	$196,400	-90.0%
MER (Marketing Efficiency Ratio)	67.77x	5.94x	+1040.6%
VARIABLE COGS & FULFILMENT
Product Cost	$358,210	$430,000	-16.7%
Shipping Cost	-	$124,000	-100.0%
Pick Pack (3PL)	-	$15,000	-100.0%
Packaging	-	$6,000	-100.0%
Transaction Fees	-	$16,000	-100.0%
Merchant Fees	$23	$24,000	-99.9%
Total Variable Costs	$358,233	$615,000	-41.8%
VCR (Variable Cost Ratio)	26.8%	52.7%	-49.2%
FIXED COSTS
Salaries & Contractors	-	$195,000	-100.0%
Subscriptions & Software	$15	$8,500	-99.8%
Office & Operating Exp	-	$11,000	-100.0%
Rent (period accrual)	$101,695	$101,695	+0.0%
Total Fixed Costs	$101,710	$316,195	-67.8%
FCR (Fixed Cost Ratio)	7.6%	27.1%	-71.9%
TOTAL EXPENSES	$479,679	$1,127,595	-57.5%
PROFIT	$750,030	-$85,595	-976.3%
Profit %	56.1%	-7.3%	-864.5%
Sitewide ROAS	67.77x	5.94x	+1040.6%

Revenue (ex GST)

$1,271,172

+22.0% vs budget

Profit

$862,384

-1107.5% vs budget

Profit margin

62.5%

Online orders

7,598

-27.6% vs budget

MER

AOV

$157

P&L summary

Line item	Apr 2026 (full month)	Budget	Var %
REVENUE
Revenue AUD	$1,027,549	$720,000	+42.7%
Revenue USD (AUD eq)	$117,224	$110,000	+6.6%
Revenue NZD (AUD eq)	$29,072	$75,000	-61.2%
Revenue Other	$11,574	$12,000	-3.5%
Revenue Stores	$194,039	$250,000	-22.4%
Revenue Total	$1,379,459	$1,167,000	+18.2%
GST collected	$108,286	$125,000	-13.4%
Revenue Ex GST	$1,271,172	$1,042,000	+22.0%
SALES STATS
Store Orders	1,204	3,300	-63.5%
Online Orders	7,598	10,500	-27.6%
Items Sold	20,016	20,000	+0.1%
Sessions	366,951	480,000	-23.6%
New Customers	1,630	3,000	-45.7%
Returning Customers	7,125	5,700	+25.0%
STORE PERFORMANCE
Conversion Rate	2.1%	2.2%	-5.3%
Items Per Order	2.27	1.45	+56.9%
Average Order Value	$157	$85	+85.3%
Cost Per Visit	-	$0.41	-100.0%
Revenue Per Visit	$3.76	$2.43	+54.6%
Cost Per Acquisition	-	$65	-100.0%
ADVERTISING
Facebook Ad Spend	-	$155,000	-100.0%
Google Ad Spend	-	$22,000	-100.0%
TikTok Ad Spend	-	$12,000	-100.0%
Other Ad Spend	-	$2,000	-100.0%
Fixed Advertising	-	$5,400	-100.0%
Total Advertising	-	$196,400	-100.0%
MER (Marketing Efficiency Ratio)	-	5.94x	-100.0%
VARIABLE COGS & FULFILMENT
Product Cost	$307,093	$430,000	-28.6%
Shipping Cost	-	$124,000	-100.0%
Pick Pack (3PL)	-	$15,000	-100.0%
Packaging	-	$6,000	-100.0%
Transaction Fees	-	$16,000	-100.0%
Merchant Fees	-	$24,000	-100.0%
Total Variable Costs	$307,093	$615,000	-50.1%
VCR (Variable Cost Ratio)	22.3%	52.7%	-57.8%
FIXED COSTS
Salaries & Contractors	-	$195,000	-100.0%
Subscriptions & Software	-	$8,500	-100.0%
Office & Operating Exp	-	$11,000	-100.0%
Rent (period accrual)	$101,695	$101,695	+0.0%
Total Fixed Costs	$101,695	$316,195	-67.8%
FCR (Fixed Cost Ratio)	7.4%	27.1%	-72.8%
TOTAL EXPENSES	$408,788	$1,127,595	-63.7%
PROFIT	$862,384	-$85,595	-1107.5%
Profit %	62.5%	-7.3%	-952.3%
Sitewide ROAS	-	5.94x	-100.0%

Revenue (ex GST)

$1,386,546

+33.1% vs budget

Profit

$944,095

-1203.0% vs budget

Profit margin

62.6%

Online orders

9,059

-13.7% vs budget

MER

AOV

$145

P&L summary

Line item	Mar 2026 (full month)	Budget	Var %
REVENUE
Revenue AUD	$1,188,590	$720,000	+65.1%
Revenue USD (AUD eq)	$99,660	$110,000	-9.4%
Revenue NZD (AUD eq)	$30,780	$75,000	-59.0%
Revenue Other	$15,451	$12,000	+28.8%
Revenue Stores	$172,517	$250,000	-31.0%
Revenue Total	$1,506,997	$1,167,000	+29.1%
GST collected	$120,452	$125,000	-3.6%
Revenue Ex GST	$1,386,546	$1,042,000	+33.1%
SALES STATS
Store Orders	1,322	3,300	-59.9%
Online Orders	9,059	10,500	-13.7%
Items Sold	22,425	20,000	+12.1%
Sessions	482,469	480,000	+0.5%
New Customers	1,831	3,000	-39.0%
Returning Customers	8,500	5,700	+49.1%
STORE PERFORMANCE
Conversion Rate	1.9%	2.2%	-14.2%
Items Per Order	2.16	1.45	+49.1%
Average Order Value	$145	$85	+71.7%
Cost Per Visit	-	$0.41	-100.0%
Revenue Per Visit	$3.12	$2.43	+28.5%
Cost Per Acquisition	-	$65	-100.0%
ADVERTISING
Facebook Ad Spend	-	$155,000	-100.0%
Google Ad Spend	-	$22,000	-100.0%
TikTok Ad Spend	-	$12,000	-100.0%
Other Ad Spend	-	$2,000	-100.0%
Fixed Advertising	-	$5,400	-100.0%
Total Advertising	-	$196,400	-100.0%
MER (Marketing Efficiency Ratio)	-	5.94x	-100.0%
VARIABLE COGS & FULFILMENT
Product Cost	$340,756	$430,000	-20.8%
Shipping Cost	-	$124,000	-100.0%
Pick Pack (3PL)	-	$15,000	-100.0%
Packaging	-	$6,000	-100.0%
Transaction Fees	-	$16,000	-100.0%
Merchant Fees	-	$24,000	-100.0%
Total Variable Costs	$340,756	$615,000	-44.6%
VCR (Variable Cost Ratio)	22.6%	52.7%	-57.1%
FIXED COSTS
Salaries & Contractors	-	$195,000	-100.0%
Subscriptions & Software	-	$8,500	-100.0%
Office & Operating Exp	-	$11,000	-100.0%
Rent (period accrual)	$101,695	$101,695	+0.0%
Total Fixed Costs	$101,695	$316,195	-67.8%
FCR (Fixed Cost Ratio)	6.7%	27.1%	-75.1%
TOTAL EXPENSES	$442,451	$1,127,595	-60.8%
PROFIT	$944,095	-$85,595	-1203.0%
Profit %	62.6%	-7.3%	-954.1%
Sitewide ROAS	-	5.94x	-100.0%

Revenue (ex GST)

$656,852

-37.0% vs budget

Profit

$406,540

-575.0% vs budget

Profit margin

56.6%

Online orders

3,475

-66.9% vs budget

MER

AOV

$161

P&L summary

Line item	Feb 2026 (full month)	Budget	Var %
REVENUE
Revenue AUD	$517,477	$720,000	-28.1%
Revenue USD (AUD eq)	$16,456	$110,000	-85.0%
Revenue NZD (AUD eq)	$7,678	$75,000	-89.8%
Revenue Other	$7,668	$12,000	-36.1%
Revenue Stores	$168,811	$250,000	-32.5%
Revenue Total	$718,089	$1,167,000	-38.5%
GST collected	$61,237	$125,000	-51.0%
Revenue Ex GST	$656,852	$1,042,000	-37.0%
SALES STATS
Store Orders	984	3,300	-70.2%
Online Orders	3,475	10,500	-66.9%
Items Sold	10,269	20,000	-48.7%
Sessions	87,939	480,000	-81.7%
New Customers	550	3,000	-81.7%
Returning Customers	3,878	5,700	-32.0%
STORE PERFORMANCE
Conversion Rate	4.0%	2.2%	+80.6%
Items Per Order	2.30	1.45	+58.9%
Average Order Value	$161	$85	+90.4%
Cost Per Visit	-	$0.41	-100.0%
Revenue Per Visit	$8.17	$2.43	+235.9%
Cost Per Acquisition	-	$65	-100.0%
ADVERTISING
Facebook Ad Spend	-	$155,000	-100.0%
Google Ad Spend	-	$22,000	-100.0%
TikTok Ad Spend	-	$12,000	-100.0%
Other Ad Spend	-	$2,000	-100.0%
Fixed Advertising	-	$5,400	-100.0%
Total Advertising	-	$196,400	-100.0%
MER (Marketing Efficiency Ratio)	-	5.94x	-100.0%
VARIABLE COGS & FULFILMENT
Product Cost	$148,618	$430,000	-65.4%
Shipping Cost	-	$124,000	-100.0%
Pick Pack (3PL)	-	$15,000	-100.0%
Packaging	-	$6,000	-100.0%
Transaction Fees	-	$16,000	-100.0%
Merchant Fees	-	$24,000	-100.0%
Total Variable Costs	$148,618	$615,000	-75.8%
VCR (Variable Cost Ratio)	20.7%	52.7%	-60.7%
FIXED COSTS
Salaries & Contractors	-	$195,000	-100.0%
Subscriptions & Software	-	$8,500	-100.0%
Office & Operating Exp	-	$11,000	-100.0%
Rent (period accrual)	$101,695	$101,695	+0.0%
Total Fixed Costs	$101,695	$316,195	-67.8%
FCR (Fixed Cost Ratio)	14.2%	27.1%	-47.7%
TOTAL EXPENSES	$250,313	$1,127,595	-77.8%
PROFIT	$406,540	-$85,595	-575.0%
Profit %	56.6%	-7.3%	-871.9%
Sitewide ROAS	-	5.94x	-100.0%