Monthly reports tell you what happened. Weekly numbers tell you what’s happening, early enough to act. You don’t need a complicated dashboard. You need five numbers.
1. Cash in bank and weekly cash movement
How much cash you have, and how much it changed this week. If this number surprises you, everything else needs a closer look.
2. Orders and revenue by channel
Not just total sales. Know which channel is growing or slowing.
3. CAC or marketing efficiency
What you spent on marketing this week, and how many new customers it brought. Rising CAC is often the earliest warning sign.
4. Contribution margin %
What you’re keeping from each order after all variable costs. Discounts, higher shipping costs, or RTO can quietly push this down.
5. Days of cover on top SKUs
How many days your best-selling products will last. Stock-outs on hero products cost sales and marketing money.
An example weekly snapshot
Numbers in this example are illustrative.
| Number | This week | Last week | Signal |
|---|---|---|---|
| Cash in bank | ₹42 lakh | ₹45 lakh | Down ₹3 lakh, as planned |
| Revenue (website / marketplace) | ₹6.2L / ₹4.1L | ₹5.8L / ₹4.6L | Marketplace slowing |
| CAC | ₹640 | ₹580 | Rising – check campaigns |
| Contribution margin | 48% | 51% | Down – check discounts |
| Days of cover (hero SKU) | 12 days | 20 days | Reorder now |
In five minutes, this founder knows three things to act on this week.
How to make it a habit
- Fix a day and time, for example every Monday morning.
- Use one simple sheet that’s updated before the review.
- Note one action per red flag.
- Keep it to five numbers. Add others only if they change your decisions.
FAQs
Why weekly and not daily?
Daily numbers can be noisy. Weekly smooths the noise while still catching problems early.
What about repeat rate?
It’s important, but it changes slowly, so it’s better tracked monthly.
Can I automate this?
Many of these numbers can be pulled from your store, ad platforms, and accounts into a single sheet.
Download The D2C Founder’s Cash Flow Checklist to build your weekly and monthly finance routine.
Get the free checklist →Want a weekly dashboard set up for you? The Financial Arc builds simple, founder-friendly dashboards as part of our Virtual CFO service.
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