Sightcraft Analytics
Demo build · Northwind Outfitters (fictional) · Prepared for the executive team
Weekly Business Review
Week ending Sunday, August 9 · Compared to prior week and trailing 4-week average · Delivered every Monday, 7:00 AM
Executive summary

The best week of the quarter. Revenue reached $358K (+2.0% week-over-week, +4.6% vs. the 4-week average), the eighth up-week in the last ten, with orders crossing 1,300 for the first time. Growth is broad but not even: West continues to carry the quarter (+2.7% WoW) while East posted its sixth straight flat week — the softness is isolated to footwear and looks structural, not seasonal.

Margin held at a year-high 44.2% and fulfillment recovered fully from the late-June warehouse disruption, setting a new on-time record of 96.2%. New-customer volume hit 356, the strongest week this year, with referral growth (+7.3%) quietly becoming the most efficient paid-adjacent channel.

Working

  • Revenue momentum: 8 of last 10 weeks up; orders at an all-time weekly high.
  • Fulfillment: on-time at 96.2%, best on record; returns down to 2.7%.
  • Referrals: +7.3% WoW at $8.60 CAC — cheapest growth after organic.

Needs attention

  • East region: six flat weeks; footwear is the drag (see §1 drill-down).
  • Allentown warehouse: lowest on-time (94.6%), highest backlog (88 orders).
  • Paid CAC: $21.40, creeping up 3 weeks running — watch vs. the $25 ceiling.
This week's scorecard
§1

Revenue

$358K, +2.0% WoW. The trend is intact and accelerating slightly — the last four weeks averaged $350K vs. $336K the four before. Expand the layers below to see where the growth actually comes from.

Weekly revenue — trailing 13 weeks

$ thousands, week ending Sunday
Layer down: revenue by region 3 regions · this week vs. trend
Weekly revenue by region, $ thousands
RegionRevenueWoW vs 4-wk avgWhat's driving it
Layer down: revenue by category 3 categories · basket depth
CategoryRevenue ($K) WoWUnits per order

Accessories keep outgrowing the store (+3.8% WoW) on the strength of add-to-cart bundling — the attach-rate experiment from July is paying for itself. Footwear's softness is concentrated in East (see §1 regions).

§2

Operations

On-time delivery 96.2% — a new record. The late-June dip (92.1%, caused by the Allentown conveyor outage) has fully washed out. Returns fell again to 2.7%, the lowest since we began tracking.

On-time fulfillment

Percent of orders shipped on time, weekly

Return rate

Percent of orders returned, weekly
Layer down: fulfillment by warehouse 3 sites · on-time, speed, backlog
WarehouseOn-time % Avg. hours to shipOpen backlog

Allentown remains the weakest site on all three measures. Its backlog (88) is double Reno's — if East demand recovers, it becomes the bottleneck. Recommend the overflow-routing change before the September push (see action 2).

§3

Customers

356 new customers — best week of the year. Acquisition is compounding: every channel grew, and the mix is shifting toward the cheap ones (organic and referral are now 52% of new customers).

New customers per week

Trailing 13 weeks
Layer down: acquisition by channel 4 channels · volume, growth, CAC
ChannelNew customers WoWCAC

Paid social CAC has risen three straight weeks ($19.80 → $20.60 → $21.40). Still under the $25 ceiling, but the trend line crosses it in ~5 weeks if unaddressed — creative refresh is queued (action 3).

§4

Recommended actions

  1. Diagnose East footwear this week. Six flat weeks is a pattern, not noise. Pull the size/SKU-level sell-through for East's top 20 footwear lines and compare against West — if the gap is assortment, it's fixable before the fall reset.
  2. Approve Allentown overflow routing. Shift orders above 70-backlog to Columbus automatically. Modeled cost is +$0.40/order against an estimated 1.1pt on-time gain in East.
  3. Refresh paid social creative before CAC crosses $23. The current ad set is 9 weeks old; historical decay curves say week 10–12 is where CAC inflects. New variants are ready for Thursday's launch window.