Performance & Management Analytics Dashboard

SAMPLE COMPANY
 CONTENTS

Page 1 Financial Performance

Page 2 Revenue Analysis
Page 3 Customers
Page 4 Inventory
Page 5 Marketing
Page 6 Growth Share Matrix - Product
Page 7 Growth Share Matrix - Distributor
Page 8 Benchmark
Page 9 De nitions
 Financial Performance

1 Jan 2020 - 31 Oct 2020 ▼

Financial Summary
Total Revenue Gross Margin Ratio EBITDA EBITDA Margin Operating Expenses

$3,858,662.00 29.71% $1,245,017.00 32.27% $785,758.00

10.0% -46.9% 146.0% 123.7% -46.1% from previous 305 days

Revenue vs Gross Pro t Cash Available & Runway

Total Revenue Gross Pro t Cash Ending Balance Cash Runway (Months)
600K 800K 100

$460,545 $630,588
$618,841
52.68
$556,132
$539,195 $430,568 $549,735
$405,457 600K $522,911 50
$366,837 $493,572$502,116
400K 16.82 17.11
$327,066 1.72 5.57 $436,553 0.84
$301,781 1.35 -2.39 -1.46
$259,105 $258,966 $265,533 400K $317,388 0
$210,650 $299,865
$205,749 $254,212
200K
$166,421 $152,170 $199,934
$124,806 $137,797 -58.77
$97,460 200K -50
$73,464

0 0 -100
31 Jan 2020 31 Mar 2020 31 May 2020 31 Jul 2020 30 Sept 2020 31 Jan 2020 31 Mar 2020 31 May 2020 31 Jul 2020 30 Sept 2020
29 Feb 2020 30 Apr 2020 30 Jun 2020 31 Aug 2020 31 Oct 2020 29 Feb 2020 30 Apr 2020 30 Jun 2020 31 Aug 2020 31 Oct 2020

EBITDA vs EBITDA Margin Annual Revenue Run Rate

Month End EBITDA EBITDA Margin
Annual Revenue Run Rate
31 Jan 2020 $27,319   21.89%  
31 Jan
1,497,672
29 Feb 2020 $198,398   36.8%   2020
6,470,340
31 Mar
31 Mar 2020 $42,699   25.66%   1,997,052
2020
5,166,816
30 Apr 2020 $139,434   32.38%   31 May
6,596,820
2020
31 May 2020 $204,923   37.28%   4,865,484
31 Jul
6,673,584
2020
30 Jun 2020 $79,947   19.72%   3,107,592
30 Sept
5,526,540
31 Jul 2020 $226,172   40.67%   2020
4,402,044
31 Aug 2020 $83,143   32.11%   0 1M 2M 3M 4M 5M 6M 7M
 Revenue Analysis

1 Jan 2020 - 31 Oct 2020 ▼

Performance KPIs
Total Sales Total Customers Average Sales/Agent Average Sales/Distributor Average Sales/Retailer Cost of Goods Sold

$4,011,060.00 165 $8,378.68 $265,018.91 $14,030.98 $1,827,887.00

15.3% 75.5% -80.0% 1.3% -74.1% 18.3%

Number of Agents Number of New Agents Number of Distributors Number of New Distributors Number of Retailers Number of New Retailers
144 67 10 1 11 3
84.6% 139.3% 11.1% -50.0% 37.5% -50.0%

Revenue by Product Type Revenue by Sales Channel

Makeup Skincare Agent Distributor Retail

600K 600K 400K
$339,522
$451,989 $312,897
$577,576 $441,305$435,950 $289,470 $281,521
$549,785 $277,026 $276,530
300K $239,996 $251,651
400K $337,220 400K $214,435 $206,045 $206,159 $222,151
$315,939 $301,771 $192,010 $180,654
200K
$165,321
200K $133,977 $126,189 200K $76,258 $87,373
$82,830 100K $51,623 $56,715 $64,941
$39,625 $34,205
$29,743
$27,120 $5,789 $6,095 $11,080 $21,233 $16,572 $18,854 $20,468 $25,232
$0 $0 $0 $13,126 $5,548 $0 $600
0 0 0
31 Jan 2020 31 Mar 2020 31 May 2020 31 Jul 2020 30 Sept 2020 31 Jan 2020 31 Mar 2020 31 May 2020 31 Jul 2020 30 Sept 2020
29 Feb 2020 30 Apr 2020 30 Jun 2020 31 Aug 2020 31 Oct 2020 29 Feb 2020 30 Apr 2020 30 Jun 2020 31 Aug 2020 31 Oct 2020

Revenue by Product Name Revenue by Customer 

Product ▼
Sales Name ▲
Sales
1. Set Baby Cushion + Re ll $74,694.46 1. ALYSSA MANH $7,465.15

2. Set 3 Disney (3 lip balm) $3,247.06 2. BEAUTY BOX $53,737

3. Set 24/7.1 (1 blusher, 1 lipstick) $1,629.36 3. BEETEE $16,222.8

4. Set 24/7 (1 cushion, 1 blusher, 1 lipstick) $2,520.97 4. BELLA $0

5. Set 2 Disney (1 lip balm, 1 blusher) $4,007.3 5. BÙI THỊ THANH TRÚC $335.98

6. Rice mask $1,271,275.42 6. BÙI THỊ XUÂN TUYẾN $1,258.36

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 Customers

1 Oct 2020 - 31 Dec 2020 ▼

Product Share Customer Transactions Customers ▼

Name of Purchase
Date Customers goods ▲ ▼
Return
4.5%
… 20 Nov 2020 Hoàng Thị Baby Cushion $24,140.77 $0
5.5% Hương
Baby cushion
5.7% … 30 Nov 2020 CÔNG TY Baby Cushion $12,263.51 $0
Lipstick - S.Girls TNHH DIO
(Kiều Lê Trung
38.8% Rice mask Hiếu)
Blusher Disney
… 30 Oct 2020 Hoàng Thị Baby Cushion $11,587.57 $0
Lip Balm Disney Hương
12.7%
Set Love Box
… 30 Nov 2020 Vũ Thị Quế Baby Cushion $11,046.82 $0
Eyebrows Minh
Set 2 Disney (1 lip balm, 1 blusher)
… 28 Oct 2020 Vũ Thị Quế Baby Cushion $10,259.83 $0
Set 3 Disney (3 lip balm) Minh
Baby Cushion - Re ll
… 30 Oct 2020 Kiều Lê Trung Baby Cushion $9,270.06 $0
Hiếu

30.2% … 30 Nov 2020 Đào Thị Minh Baby Cushion $3,379.71 $0

Phượng
1 - 100 / 507 < >
Customer Locations

Map Satellite

Map data ©2021 Terms of Use

 Inventory

1 Jan 2020 - 31 Oct 2020 ▼

Performance KPIs
In Quantity In Amount Inventory Turnover Days Sales of Inventory Sell Through Rate Inventory Shrinkage Rate

1,042,589 $2,457,067.20 1.99 183.11 76.84% 143.28%

57.5% 18.9% -79.5% 387.5% 337.0% No data

GMROI vs GM vs GM Ratio Purchase & Return /Customer

Vũ Thị Quế Minh
GMROI Gross Margin Ratio Gross Pro t
Kiều Lê Trung Hiếu
400K 0.5 Nguyễn Thị Thanh Hằng
43.57%
22.1%
0.4 Đào Thị Minh Phượng
35.56% 0.36 0.36 0.4
300K 32.09% 32.28% 32.46%
31% 30.98% Đỗ Đài Trang
0.27
26.08% 26.51% 0.3 3.6% Nguyễn Thị Thủy
200K 0.22
20.39% 0.2 Nguyễn Thị Ngọc Liên
0.17 4.9%
0.2 Hà Thị Thúy Hà
0.12 0.12
0.1 19.1% Đỗ Thị Vân
100K 5.3%
0.1 Hoàng Thị Hương
6% Trần Ngô Nhật Huyên
0 0 Vũ Thu Hằng
6.4%
31 Jan 2020 31 Mar 2020 31 May 2020 31 Jul 2020 30 Sept 2020 12.1%
29 Feb 2020 30 Apr 2020 30 Jun 2020 31 Aug 2020 31 Oct 2020

Sell Through Rate/Product Shrinkage by Product

Month End Product Type Product Sell Through Rate Produc… Product Book Inventory Physical Inventory Inventory Shr

31 Jan 2020 Skincare Rice mask -  Makeup Lipstick - S.Gi… 60,635 60,635

Makeup Oil paper 100…   Baby Cushion 55,118 55,250

Lipstick - Hon… 100…   Baby Cushio… 31,453 31,671

Baby Cushion… 99.…   Magic Brow … 16,261 16,261

Lipstick - Love… 98.…   Lipstick - Ho… 7,025 17,025 14

Magic Brow P… 95.…   Oil paper 5,452 5,452

Baby Cushion 94.…   Lipstick - Lov… 3,823 3,823

Cushion 24/7 93.…   Lipstick - Lov… 2,683 2,683

 Marketing

1 Oct 2020 - 31 Oct 2020 ▼

Performance KPIs
Sales & Marketing Expense Average Expense/Product Line Average Expense/Category Return on Marketing Investment
$21,414.39 $2,676.80 $1,946.76 883.70%
-52.2% -58.2% -56.5% 6.1%

Marketing Expense Category Marketing Expense Distribution

Social Media Marketi… Sales Expense TVC Ad & Multimedia… Other
General Disney Love M.O.I POSM Mask Cushion
Brand Ambassador &… Giveaways Advertising & PR KOLs Booking
Photography & Video Editor Website S-Girl Eyebrow

31 Oct 31 Oct
2020 2020

0 1K 2K 3K 4K 5K 6K 7K 0 1K 2K 3K 4K 5K 6K 7K 8K 9K

Product Line / Sales & Marketing Expense

Category General Disney Love M.O.I POSM Mask Cushion S-Girl Eyebrow Grand total

Social Media … $6,353.03 $53.65 - - - - - - $6,406.68

Sales Expense $1,104.35 $2,377 $8.51 $602.76 $25.07 $12.08 $5.01 $3 $4,137.78

TVC Ad & Mul… - $1,769.54 $1,004.4 - - - - - $2,773.94

Other $1,002.63 $189.32 $258.11 - $288.8 $98.05 $98.05 - $1,934.95

Brand Ambas… - - $1,599.11 - - - - - $1,599.11

Giveaways $54.2 $777.64 - $481 $18.23 - - - $1,331.07

Advertising & … - $173.26 $720.6 - $66.95 $109.44 $53.65 $53.65 $1,177.56

KOLs Booking - $676.63 $50.34 - $23.84 $26.49 - - $777.3

Photography … - $661.66 - - - - - - $661.66

Grand total $8,873.95 $6,933.3 $3,641.06 $1,083.77 $422.89 $246.07 $156.71 $56.65 $21,414.39
 Growth-Share Matrix

1 Jan 2020 - 31 Oct 2020 ▼

Product Category
Lipstick Mask Lip Balm Blusher Cushion Makeup Set Eyebrow

Sales Growth

% Sales
 Growth-Share Matrix

1 Jan 2020 - 31 Oct 2020 ▼

Distributor
VŨ THỊ QUẾ MINH KIỀU LÊ TRUNG HIẾU HOÀNG THỊ HƯƠNG NGUYỄN THỊ THANH HẰNG ĐÀO THỊ MINH PHƯỢNG TRẦN NGÔ NHẬT HUYÊN

Sales Growth

% Sales
 Benchmarks

1 Oct 2020 - 31 Oct 2020 ▼

EBITDA Margin Gross Margin Ratio

Company EBITDA Margin ▼
Company Gross Margin ▼

1. M.O.I
Sample Company     1. L'Occitane    

2. Coty     2. Estee Lauder    

3. Estee Lauder     3. Nu Skin    

4. L'Oreal     4. L'Oreal    

5. L'Occitane     5. Shiseido    

6. Beiersdorf     6. AMOREPACIFIC    

7. AMOREPACIFIC     7. Natura    

8. Natura     8. Coty    

9. Nu Skin     9. Beiersdorf    

10. Shiseido     10. M.O.I

Sample Company    

0% 5% 10% 15% 20% 25%

1 - 10 / 10 < > 1 - 10 / 10 < >
Inventory Turnover
Company Inventory Turnover

AMOREPACIFIC  

Natura  

Beiersdorf  

Coty  

L'Oreal  

M.O.I
Sample Company  

Estee Lauder  

Shiseido  

L'Occitane  

Nu Skin  
 De nitions

Page ▼
Term ▼

Page ▲
Term De nition
Benchmarks Inventory Turnover A ratio showing how many times a company has sold and replaced inventory during a
given period. This helps businesses make better decisions on pricing, manufacturing,
marketing, and purchasing new inventory. A low turnover implies weak sales and
possibly excess inventory, while a high ratio implies either strong sales or insu cient
inventory
Benchmarks Gross Margin Ratio Pro tability ratio that compares the gross margin of a company to its revenue,
indicating the percentage of each dollar of revenue that the company retains as gross
pro t
Benchmarks EBITDA Margin A pro tability ratio that measures how much in earnings a company is generating
before interest, taxes, depreciation, and amortization, as a percentage of revenue. A
low EBITDA margin indicates that a business has pro tability problems as well as
issues with cash ow. On the other hand, a relatively high EBITDA margin means that
the business earnings are stable
Customers Customer Locations Locations of direct customers by country and region
Customers Customer Transactions Transactions details for each direct customer broken down into purchase and return
Customers Product Share Percentage of total sales to direct customers for each product
Financial EBITDA Earnings before interest, taxes, depreciation, and amortization. It's a measure of a
Performance company's overall nancial performance and core pro t trends. EBITDA can also be
used as a shortcut to estimate the cash ow available to pay the debt of long-term
assets
Financial EBITDA Margin A pro tability ratio that measures how much in earnings a company is generating
Performance before interest, taxes, depreciation, and amortization, as a percentage of revenue. A
low EBITDA margin indicates that a business has pro tability problems as well as
issues with cash ow. On the other hand, a relatively high EBITDA margin means that
the business earnings are stable
Financial Annual Revenue Run Rate An indicator of nancial performance that takes a company’s current revenue in a
Performance certain period and converts it to an annual gure get the full-year equivalent. The run
rate uses the current nancial information, such as present sales and present
revenue, to forecast performance
1 - 52 / 52
 Market Research - Skincare

Skincare vs Cosmetics Global Market Growth Natural Cosmetics Global Market Value 

Skincare Cosmetics Market Value

10% 55B

9%
8% 50B
8%

6% 45B
6%
5.5% 5.5%
4.9%
4% 4.3% 40B
3.9% 4%
3.4%

2% 35B

0% 30B
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
2015 2016 2017 2018 2019

Global Cosmetic Market by Product Category  Global Cosmetic Market by Product Category 

Skincare Haircare Makeup Perfumes Hygiene Personal Care Skincare Color Cosmetics Fragrances
100% 500B

80% 400B

60% 300B

40% 200B

20% 100B

0% 0
2011 2012 2013 2014 2015 2016 2017 2018 2019 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
 Market Research - Skincare 

Skincare Frequency Skincare Frequency by Age

Everyday Once A Week Or More Oft… Never Only On Special Occasions
Less Than Once A Week
5%
6%

7% 30 - 39 43% 32% 11% 6% 4%

Everyday
Never
8% 43%
2-3 Times A Week
Once A Week 23 - 29 39% 31% 16% 5% 4%
4-6 Times A Week
Less Than Once A Week
Only On Special Occasions
15%
16 - 22 43% 30% 22% 6%
4%

16% 0% 20% 40% 60% 80% 100% 120%

Skincare Frequency by Location Skincare Frequency by Monthly Income

Everyday Once A Week Or More… Never Less Than Once A Week Everyday Once A Week Or More Often Never Less Than Once A Week
Only On Special Occasions Only On Special Occasions

≤ 10M
Hanoi 46% 27% 15% 10% 5% 39% 31% 21% 6% 5%
VND

Ho Chi 10 -
Minh 42% 30% 16% 7% 4% 20M 37% 31% 14% 6% 6%
City VND

> 20M
Others 47% 28% 18% 5% 6% 43% 29% 11% 8% 2%
VND

0% 20% 40% 60% 80% 100% 120% 0% 20% 40% 60% 80% 100% 120%
 Market Research - Skincare

Popular Skincare Items Popular Skincare Items by Age

Own Use Regularly 23 - 29 30 - 39 16 - 22

100% 100%

80% 80%
81%

67%
60% 60%
60%
54%

40% 40%
38%

20% 23% 20%

4%

0% 0%
Facial Cleanser Facial Moisturizer Facial Oil/Serum Others Facial Cleanser Facial Mask Facial Oil/Serum Others
Sunscreen Facial Mask Eye Cream Sunscreen Facial Moisturizer Eye Cream

Monthly Spending on Skincare Items Average Monthly Spending by Demographics

> 20M VND 23 - 29 Ho Chi Minh Ci… 30 - 39 10 - 20M VND
3% Hanoi Others ≤ 10M VND 16 - 22
6%
> 20M Average
383,000 ₫
26% VND
9% 101,000 VND - 200,000 VND 23 - 29 315,000 ₫
200,001 VND - 300,000 VND
299,000 ₫
50,000 VND - 100,000 VND
300,001 VND - 500,000 VND 30 - 39 271,000 ₫

14% < 50,000 VND 244,000 ₫

500,001 VND - 700,000 VND
Hanoi 238,000 ₫
> 1,000,000 VND
700,001 VND - 1,000,000 VND Others 220,000 ₫
22% ≤ 10M
174,000 ₫
VND
18%
16 - 22 159,000 ₫

0 50K 100K 150K 200K 250K 300K 350K 400K

 Market Research - Skincare

Purchasing In uential Factors Skin Concerns vs Product Choice

Country of Origin Not Damage Skin Price Ingredients Effects
Product Reviews Brands Friends' Recommendations Scent Promotion Cleanser Makeup Remover Moisturizer Serum
KOL Recommendati… Store Staff Recomm… Volume Design Package
50% 150%

44% 21%
43% 125%
40% 42% 41%
38% 34%
100%
30%

26% 26% 75% 33%

20% 13%
50% 19% 15% 16%
6%
46%
16% 12%
10%
25% 9%
8% 8% 15%
7% 2% 2% 19% 21%
1% 1%
3% 11%
0% 0%
ice ts ts ds t n e gn ge
of… g…
Pr ien fec Re
…
an
e… en tio om
…
ta f
f…
lum Desi ka
Moisturizing Anti-Aging Whitening Acne
try ma ed E f ct Br d s' R Sc o ec S o c
u n D a r d u n om LR re V Pa
Co No
t Ing Pr
o Fri
e Pr
KO Sto

Natural Skincare Product Unsatisfaction Natural Skincare Product Usage

Low Shelf Life High Price Hard to preserve Not Good Quality
Unattractive Packaging Unattractive Scent 7.8%
40%

34%
30% 19%
29%
User
23% Unclear
20%
Non-User
17%

10%
10% 10%
73.2%

0%
Low Shelf Life Hard to preserve Unattractive Packaging
High Price Not Good Quality Unattractive Scent
 Market Research - Skincare

Post-COVID19 Trends

Self-Care Digital Acceleration Resourceful Beauty Communication

Asia's Trends

Naturalism Derma & Medicinal Holistic Claims Safe Ingredients

Convenience Natural Look Personalization Functional

Vietnam's Trends

Korean Brands Complex Skincare Routine New Formats & Formulas

Natural Ageless Glow Dewy Glass Skin Deep Cleansing

Hydrating Premium Upgrading Skincare Devices D2C

Beauty Supplements Ingredients Origin Top - To - Toe

 Market Research - Skincare

Number of Box Subscriptions by Gender Subscriptions by Type

Men Women Types of Key Consumer
Subscriptions Value Consumers ▼

Curation Be Surprised By 55%    

Product Variety

6.9% Replenishment Save Time & Money 32%    

18%
5.9% Access Gain Exclusive Access 13%    
1 1
4% 40% 2 2
3 10.9% 43.6%
3 15% Box Subscriber Among Online Shoppers
8% 4 4
5
6
5
6
Subscription Trends
12%

18%
Personalized Experience
Tailored Experience
28.7%
Leveraging Data Specialty Markets
Traditional Retailers Greater Customization
Subscription Triggers
Recommendations Try Something New Financial Incentives Convenience Money Value
Surprise & Delight Needs Like Subscription Model

Replenishment 22% 20% 18% 24% 24% 23% 19% 7% 16% 11%

Access 28% 24% 23% 22% 17% 14% 15% 14% 12% 11%

Curation 28% 24% 25% 19% 15% 17% 15% 17% 9% 12%

0% 20% 40% 60% 80% 100% 120% 140% 160% 180%

 Inventory Management System Comparison

Features CRM CRM CRM 

HR HR HR
Inventory   Inventory   Inventory
Accounting Accounting Accounting
POS DMS E-Commerce
Project Management Project Management Project Management
Customer Ticket Sales Sales
Website Procurement Procurement
Advantages Extensible Architecture Ecosystem Ecosystem 
No Licensing Costs Brand Reputation Brand Reputation
Customization Customization Customization
Updated Technology Updated Technology Updated Technology
Easy to Integrate Easy to Integrate Easy to Integrate
Highly Secured Highly Secured Highly Secured
User-Friendly User-Friendly User-Friendly
Responsive Responsive Responsive
Disadvantages Hard to Maintain High Costs High Costs
Complicated Pricing Long Setup Time

Pricing $26 - $115/Month $20,000 - $30,000 $10,000 (6 Departments &

30 Users)