E-commerce Profit & Cash-Flow Model

What you get

A single Excel workbook that calculates true profitability after COGS, fulfillment costs, ad spend, and returns—figures a revenue dashboard alone will never surface. It covers per-SKU contribution margin, a monthly P&L, marketing channel ROAS, cash-conversion cycle, and inventory turnover, all linked by pre-built formulas so the model updates as you enter actuals.

Who it's for

Shopify, Amazon FBA, and direct-to-consumer operators doing between $100k and $5M in annual revenue who suspect their real margins are thinner than their top-line numbers suggest. It fits the moment when ad costs, inventory timing, and fulfillment fees have become complex enough that a self-built spreadsheet is no longer reliable.

What's inside

• SKU Unit Economics sheet — calculates contribution margin per product after COGS, FBA or pick-and-pack fulfillment fees, allocated ad cost, and return rate
• Marketing Channel ROAS sheet — tracks spend and attributed revenue by channel so you can compare net return across paid search, paid social, and marketplaces side by side
• Monthly P&L — structured income statement where gross margin and net margin recalculate automatically each time you post actuals
• Cash Flow Model — maps your cash-conversion cycle and shows precisely how inventory purchase timing and payment-collection gaps move your bank balance
• Inventory Turns sheet — identifies slow-moving SKUs by turns rate before tied-up working capital compounds into a cash problem
• Centralized assumptions area — single input zone for cost rates, payment terms, and return assumptions so any change flows through every connected sheet without manual edits

How to use it

Open the file in Excel or upload it to Google Sheets. Begin with the SKU Unit Economics sheet, entering product costs and ad data per SKU, then log channel spend in the Marketing ROAS sheet. At the end of each month, post actuals to the Monthly P&L and review the Cash Flow Model and Inventory Turns sheets to see where margin is leaking and which SKUs are tying up cash.