2 of 4 healthy — Binding Constraint and Marginal Return on Spend need attention.
Discount depth is deteriorating · Contribution Drift 60/100 watch
Discount depth has moved well past the policy deadband against its baseline period.
Is this business getting healthier, or just bigger?
Revenue is up 1.8% while contribution is down 20.4% — the gap is discount depth, not volume.
What limits growth right now — cash, demand, stock, or capacity?
Capacity binds first: the Black Friday plan needs 640 orders a week from a warehouse declared at 600 — more media would reach the packing line, not the customer.
Where does the next krone of media budget go, and does it still earn?
The whole budget returns 14.8×, but the last DKK 10,000 returned only 6.2× — and 4.3× on Meta prospecting; the next krone earns more in Google Search.
Why it matters How much net revenue did the last DKK 10,000 of the monthly budget bring? Watch below 8 · critical below 5.
Is margin moving, and is it price or cost?
Contribution is down 20.4% against four weeks ago — deeper discounting, not lower volume. Whether your costs moved is not something Recortex can see yet.
Why it matters What share of gross sales is given away as discount? Watch above 15.0% · critical above 25.0%.
How long can we operate at current burn, and what shortens it?
kr 1.24M in the bank covers 221 days at the summer burn of kr 168,000 a month — enough for the Black Friday stock order, though that order takes 60% of it.
Which of our premises are stale, disputed, or never verified — and which matter?
Two of four assumptions were previously confirmed; two are now due for review; two need an answer or a check first.
Are we quietly discounting more than we intend?
62% of orders went out discounted, at 41.6% off on average — customers paid 74.2% of list price, past the depth the brand guidelines allow on furniture.
Does the margin we believe match the margin we book?
The playbook declares a 52% contribution margin; the books show 47.6% for the same quarter — a 4.4-point gap, mostly furniture freight that the declared figure leaves out.
What Recortex suggested before and how it was answered, and the systems every figure on this page is read from.