Do we need a forecast or a scorecard?
The forecast tests what might happen under your assumptions. The scorecard follows what happened and who takes the next step. They belong together but do different jobs, so they are separate workbooks.
FEDJA POROBIC / RESOURCES & DOWNLOADSONE TOPIC. SEVERAL PERSPECTIVES.
Ecommerce resources.
The template can calculate. You have to supply the assumptions.
A forecast earns its place when changing an assumption helps you understand what happens to the rest of the business. A scorecard earns its place when somebody owns a number and knows what to do on Monday. Those are the jobs these templates are built for.
I share separate D2C forecast and KPI workbooks, with articles explaining how I think they should be used. Make your own copy, read the definitions and enter your figures. Example data is only an example. Adapt the models to your products, costs and working practices; they know nothing about your business until you give them a sound starting point. The articles are available in English; the workbooks are currently in Swedish.
MY STARTING POINT
The questions I keep coming back to.
Which assumptions do we need to supply?
Start with how you sell, product margin, customer acquisition costs and what ties up cash. Read each field’s definition before copying a number from another system.
Who takes responsibility when results differ?
A model needs somebody to follow it up. Agree who updates the figures, when you review them and which decision a change in the numbers should trigger.
FEDJA’S JOURNAL / SELECTED
Read the perspectives.
Articles by Fedja Porobic.
Build a forecast you can use when plans change.
Revenue does not pay supplier invoices. Here is our D2C forecast template: P&L, marketing, inventory and cash, with assumptions you can change.
READ ARTICLE
A scorecard someone has to act on.
If everyone has seen the numbers but nobody knows what to do next, the weekly meeting has missed the point. I want to know who will do what before the next one.
READ ARTICLEPOROBIC GROUP / GROWTH SERVICES
How we work on it.
These are the decisions we work on when we run marketing and ecommerce.
01 / DIRECTION
P&L, forecasting & strategy
We work out what growth can cost and when you need the money back. That guides the budget and what we do first.
EXPLORE THE SERVICE03 / EXECUTIONMarketing & ecommerce
We run acquisition, conversion and retention. We track how customers find the store, what gets them to buy and why they come back.
EXPLORE THE SERVICE