Ecommerce Playbooks

Step-by-step guides for the most common DTC operator decisions. Each pairs strategy with the calculators you'll actually use.

01 — Playbook

Launching a new SKU

Step-by-step from research to launch — sample inventory, MOQ math, photography, launch budget, and the calcs that protect downside.

6 steps · 6 calculators Read

02 — Playbook

BFCM 30-day prep

Inventory, ad budget, email warm-up, creative refresh, support staffing — the full Q4 sprint with named deadlines and embedded calcs.

6 steps · 6 calculators Read

03 — Playbook

Reduce CAC by 30%

Diagnose where CAC is leaking (channel mix, audience saturation, creative fatigue) and the levers that actually move it.

6 steps · 6 calculators Read

04 — Playbook

Fix retention

When repeat purchase rate is below 25%, here's the full diagnostic and rebuild — flows, cadence, post-purchase, save offers.

6 steps · 6 calculators Read

About these playbooks

The calculators on this site answer specific questions: what's my ROAS, what's my breakeven, how does a 10% AOV lift change contribution. The playbooks zoom out — they walk through the actual operator decisions where you string 5-8 calculators together to make one big call.

Each playbook is structured the same way: the situation it solves, the sequence of calculations to run, the typical numbers to expect, and the decision criteria. The calculators are linked inline so you can run your own numbers as you read.