Sample Brand Report · What a Kai Haus Brand Dashboard Looks Like

1. Brand Overview - Key Metrics

Total Revenue

$68,400

Tracking

Your target: $75,000

Gross Margin

54%

Healthy

Your target: 50%+

Marketing Efficiency

2.9x

Watch

Your target: 3.5x+

Inventory Turnover

2.1x

Overstocked Risk

Your target: 6x+/year

D2C Revenue

$41,040

60% of total

Wholesale Revenue

$22,140

32% of total

Top Product Revenue

$18,200

26.6% concentration

Silk Repair Masque

Bottom 3 SKUs

$5,940

8.7% of revenue

Consider ranging out

2. Product Performance Ranking

#	Product / SKU	Units Sold	Revenue	Gross Margin	Sell-Through	Stock on Hand	Tier
1	Silk Repair Masque 200g	182	$18,200	61%	88%	24 units	Green
2	Scalp Serum 50ml	134	$14,070	58%	79%	36 units	Green
3	Hydration Shampoo 500ml	198	$11,880	48%	65%	106 units	Amber
4	Hydration Conditioner 500ml	161	$9,660	47%	61%	103 units	Amber
5	Bond Treatment 100ml	72	$8,640	62%	82%	16 units	Green
6	Heat Protectant Spray	48	$3,840	44%	38%	78 units	Red
7	Curl Defining Cream	21	$1,480	40%	21%	80 units	Red
8	Volumising Mousse	9	$630	38%	9%	91 units	Red
Total		825	$68,400	54% avg	-	534 units	-

Metric Key - Agreed Targets

Sell-through rate measures what percentage of available stock sold in the period. It tells you whether a product is moving fast enough to justify the shelf space and capital tied up in it.

Green: sell-through 75% or above - product is moving well, reorder window active

Amber: sell-through 50-75% - watch velocity, avoid overordering

Red: sell-through below 50% - dead stock risk, review or range out

Your gross margin target: 50%+ | Your sell-through target: 75%+

3. Profitability by Channel

D2C - Shopify

$41,040

60% of revenue | Margin: 58%

Green channel

Wholesale - Salons

$22,140

32% of revenue | Margin: 46%

Amber channel

Retail Stockists

$5,220

8% of revenue | Margin: 32%

Amber channel

4. Cash Conversion Snapshot

Revenue

$68,400

Gross Margin

$36,936

Ad Spend

$14,100

Inventory Value

$62,800

Net Cash Position

$84,200

How to read this Revenue of $68,400 converts to $36,936 in gross margin at 54%. After ad spend of $14,100 the contribution is $22,836 before fixed operating costs. Inventory value of $62,800 on 2.1x turnover flags that working capital is stuck in slow-moving SKUs - clearing the bottom three frees cash for higher margin reorders.

5. Red Flags - Revenue Impact

Volumising Mousse - 9% sell-through, 91 units on hand

Dead stock risk: $3,950

At the current sell rate of 9 units per month, you have over 10 months of Volumising Mousse sitting in stock. That is capital tied up in a product that is not moving. This SKU needs either a clearance mechanism or a ranging-out decision this month.

Consulting Script - April 2026 Before you range out the mousse, run one honest test: offer it as a free gift-with-purchase on your Shampoo and Conditioner bundle for two weeks. If it does not shift, that tells you it is a demand problem, not a visibility problem. Move to a bundle clearance or wholesale job-lot. Do not reorder until sell-through exceeds 60%.

Marketing Efficiency at 2.9x - below the 3.5x target

$7,200/mo contribution gap

A 2.9x MER means for every $1 spent on marketing, you are returning $2.90. Your target is 3.5x. Your Bond Treatment and Silk Masque have the highest margin - these should be the primary ad-facing products.

Consulting Script - April 2026 MER below 3x usually means creative fatigue or wrong product to right audience. Pull ad-level data, check which SKU is getting the most impressions. If it is the Shampoo (your lowest-margin product), redirect that spend to Silk Masque or Bond Treatment where the margin cushion lets you acquire customers profitably.

Stockist channel at 8% of revenue - underperforming against 15% target

$4,800/mo gap

14 active QLD salon stockists are producing $5,220 a month. Top stockist Prism Hair Collective alone accounts for $1,840 - meaning the other 13 average just $260 each. This channel is either undersupported or overextended.

Consulting Script - April 2026 Identify the bottom five stockists by trailing three-month revenue. These accounts need either an account management touch or a graceful exit. Spending wholesale margin on accounts that do not reorder is a hidden cost of goods sold.

6. Strategic Question of the Month

If you removed your three lowest-selling SKUs from your range tomorrow - what would happen to your margin, your inventory costs, and your brand clarity?

Three SKUs (Heat Protectant, Curl Cream, Mousse) generated $5,940 in April - 8.7% of total revenue - but are consuming shelf space, warehouse cost, and creative budget. The question is not whether they are worth keeping. The question is whether the cost of keeping them is already showing up in your numbers.

7. Top Action Items - April 2026

Run a two-week gift-with-purchase test for Volumising Mousse. Bundle it with the Shampoo and Conditioner 500ml set at no extra cost. Track whether total cart value changes. If units do not shift by 30 April, initiate clearance pricing or a wholesale job lot to clear the 91 units on hand.

Redirect ad spend to Silk Masque and Bond Treatment. These are your 61-62% margin SKUs. Pull spend off Shampoo (48% margin) and reallocate this week. Goal: MER above 3.2x before next month's report.

Reorder Bond Treatment - 16 units remaining at 82% sell-through. At current sell rate, 3-4 weeks of stock remains. If your lead time is 4+ weeks, open the reorder window now. Do not wait for a stockout.

8. Forward Focus - Next 30 Days

Mother's Day Bundle - Silk Masque + Scalp Serum Gift Set

+$8,500 opportunity

Mother's Day (11 May) is your highest-velocity gifting window in the first half of the year. A curated gift set at $109 (RRP $148 bought separately) with gifting packaging drives D2C purchases at higher AOV. At 80 gift sets, that is $8,720 in incremental D2C revenue. The set needs to be live on Shopify by 14 April. Run a single email to your existing customer list on launch day - no paid spend required for the first wave.

This is what your brand's report could look like

MER, ROAS, gross margin, inventory health, stockist performance. All translated into clear actions on what to push, what to pause, and where the next dollar should go.

The Brand Audit is $1,497 and includes the Monthly Brand Dashboard plus the Marketing Efficiency Tracker on one month of your data. The audit fee credits in full toward your onboarding if you continue to a monthly retainer. (Marketing Efficiency Tracker requires approximately $2K+ monthly ad spend to deliver meaningful insight.)

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Or message Vanessa directly on Instagram @vanessabellden