KJ's Educational Institute

Trinity Institute of Management and Research

Address: S. No. 25 & 27, A/P. Pisoli, Saswad - Bopdev - Pune Rd, next to Yewale Wadi,
Kondhwa Budruk, Pune, Maharashtra 411048

A
Project on
“Study of KPI In relation to Revenue and Expenses
at Auran Foods Pvt Ltd”
Submitted by
Miss. Kalyani Raikohad
Under the Guidance of
Prof. Deepika Mirchandani
Submitted to
Savitribai Phule Pune University
In Partial Fulfillment of the Requirements for Award of the Degree Of
Master of Business Administration
Batch (2022-2024)
Through

Trinity Institute of Management & Research,

Kondhawa, Pune -411048
 Annexure C

Company Certificate
Date: __/__/_
TO WHOMSOEVER IT MAY CONCERN

This is to certify that Miss Kalyani Raikohad has completed his/her project work on the topic “ A study of
KPI in relation to Revenue and Expenses at Auran Foods Pvt Ltd .” during the period from 1 August 2023
to 30 Sept 2023.

He/she has been sincere, hardworking, and punctual in his/her work.

We wish him/her success in future endeavors.

Authorized Signatory.
Designation.
Company Seal.
 ANNEXURE D

DECLARATION OF STUDENT

(CERTIFICATE OF ORIGINALITY/DECLARATION)

This is to declare that I have carried out this project work myself in partial fulfilment of the MBA Program of Savitribai

Phule Pune University. The work is original, has not been copied from anywhere else and not been submitted to any

other University/Institute for an award of any degree/diploma.

Date

Place Pune Signature

 ANNEXURE E

DECLARATION OF INDUSTRY GUIDE

(CERTIFICATE OF ORIGINALITY/DECLARATION)

This is to certify that the work incorporated in this Project Report “A study of KPI in relation to Revenue and

Expenses at Auran Foods Pvt Ltd .” submitted by Kalyani Raikohad. This project is her original work and completed

under my guidance. Material obtained from other sources has been duly acknowledged in the Project Report.

Date

Place Pune Signature

Name of The Guide
Designation
Cell Number
 Acknowledgment

I want to express my heartfelt gratitude to Director Dr. Preeti Mam and my mentor Prof. Deepika
Mirchandani for their invaluable support and guidance throughout this internship project. Their expertise and
mentorship have been instrumental in the successful completion of this project.

I would also like to extend my deep appreciation to all those who played a fundamental role in the successful
culmination of this internship project. Their unwavering support, guidance, and collaborative spirit were
indispensable throughout this journey.

I want to express my sincere gratitude to the entire Auran Foods team for fostering an environment conducive
to learning and personal growth. The encouragement and cooperation from fellow interns were truly
invaluable.

Lastly, I would like to convey my appreciation to the Internship Programme and Auran Foods Pvt. Ltd. for
affording me this invaluable opportunity to apply my skills and knowledge in a real-world context. This
internship experience has been a pivotal stepping stone in my career.

I want to acknowledge the company's guidance and support throughout this project. A special thanks to Mrs.
Mayuraj deshmukh for their expertise and input, which significantly contributed to the success of this
internship.
 INDEX

S.N. Particulars Number of Pages

Acknowledgment 5 Pages
Annexure C (Company Certificate) 2Pages
Annexure D (Student declaration) 3Pages
Annexure E (External Guide’s Declaration) 4Pages
1 Chapter1- Introduction to Research 8-11 Pages
1.1 Executive Summary
1.2 Objectives of Study
1.3 Need/Purpose of Study
1.4 Importance of Study
1.5 Scope of Study

2 Chapter-2 Theoretical Framework Up to 13 to28 pages

3 Chapter-3 Company Profile Up to 30 to31 pages

3.1 Introduction to Organization
3.2 History of Organization

4 Chapter 4: Research Methodology: Up to 33 to48 pages

4.1 Introduction to Research Topic
4.2 Research of Objective
4.3 Research Design
4.4 Literature Review
4.5 Dashboard of Revenue & Expenses

5 Chapter-5: Data Visualization and Analysis 50 to 57 pages

6 Chapter-6: Results & Suggestion Up to 56 to 63 pages

6.1 Key Findings
6.2 Challenges and Learning
6.3 Conclusion
6.4 Reference

Chapter1-Introduction to Research
1.1 Executive Summary
1.2 Objectives of Study
1.3 Need/ Purposed of Study
1.4 Importance of Study
1.5 Scope of Study
 Executive Summary

This internship project report presents a comprehensive analysis of key performance indicators (KPIs) in the
context of a data-driven business environment. I had the opportunity to analyse key performance indicators
(KPIs) in a data-driven business environment using both Power BI and Excel. Through this experience, I was
able to produce valuable reports and analyses to support strategic decision-making and improve the overall
performance of the organization.

The project's main goal was to measure and interpret various KPIs, which proved to be an essential aspect of
my experience. Throughout the project, we took a unique approach of creating mock data to simulate real-
world scenarios, which enabled us to conduct meaningful analyses without compromising any sensitive or
confidential information. This approach was essential in allowing us to explore a wide range of KPIs, which
provided a holistic view of the company's overall performance.

It was a valuable experience that allowed us to analyse key performance indicators using both Power BI and
Excel and produce valuable reports to support strategic decision-making. In our report, we analysed a wide
range of KPIs that encompassed areas such as Revenue and Expenses, Marketing Campaign. Each Key
Performance Indicator (KPI) was carefully computed, visually presented, and thoroughly analyzed, providing
valuable insights into essential facets of our business operations.

During my internship, I gained a deeper understanding of key financial metrics such as Gross Profit, Net
Profit, and Total Expenses, as well as the cost-efficiency of our marketing initiatives. This experience allowed
me to enhance my comprehension of financial performance and its impact on business operations.
Additionally, I had the opportunity to explore Marketing Campaigns, Revenue, and Expenses.

Introduction :

Key Performance Indicators (KPIs) are essential metrics that organizations use to measure and evaluate their
performance in achieving specific objectives or goals. These indicators provide valuable insights into the
effectiveness and efficiency of various processes, departments, and overall business performance. KPIs serve
as benchmarks that help businesses track progress, identify areas of improvement, and make data-driven
decisions to drive success. By establishing and monitoring KPIs, organizations can align their efforts with
strategic objectives, measure success, and continuously strive for improvement.

Objectives of Study
1. To track and measure the financial performance of the business by using power BI.
2. To identify areas of improvement and make informed decisions regarding pricing, cost control in
Dashboard.
3. To create the Revenue Expenses and Marketing Campaign Dashboard by using Power BI & Excel.

Significance of the research study

 Performance Evaluation: Assessing the financial performance of the organization by analyzing revenue and
expenses is a primary goal. This helps in understanding profitability, cost-effectiveness, and overall financial
health.

 Profitability Analysis: It helps to determine the profitability of specific products, services, or business units. This
can help in identifying areas for improvement and strategic focus.

 Cost Control: Identifying areas where costs can be optimized or reduced without compromising quality or
efficiency.

 Budgeting and Forecasting: Using historical data on revenue and expenses to create accurate financial forecasts
and budgets.

 Marketing Campaign Effectiveness: It helps to Evaluating the impact of marketing campaigns on revenue
generation. This includes understanding the ROI (Return on Investment) for marketing efforts.

 Improving ROI: Assessing the effectiveness of marketing campaigns in terms of generating revenue and
optimizing marketing spending for a higher return on investment.

 Customer Acquisition: Analyzing marketing efforts' impact on acquiring new customers and retaining existing
ones.
 Increasing website traffic: The objective of CTR is to drive more clicks and increase the number of
visitors to a website or landing page.

 Improving ad performance: CTR can be used to measure the effectiveness of online advertisements. The
objective is to optimize ad campaigns and improve their performance by increasing the CTR.

 Maximizing profitability: The objective of ROI is to ensure that marketing efforts generate a positive
return and contribute to the overall profitability of the business.

 Valuating campaign success: ROI provides a measure of the success and effectiveness of marketing
campaigns. The objective is to assess the impact of marketing activities and identify areas for
improvement.

Scope of Study:
The internship project had a comprehensive scope, aiming to cover various aspects of our business
operations. The key components of the project included the following:
1. Data Analysis Tools: The project involved utilizing industry-standard tools such as Power BI and Excel for
data analysis, visualization, and reporting. These tools provided the necessary capabilities to process and
interpret large data-sets, enabling us to gain valuable insights.

2. Mock Data Creation: To ensure the confidentiality of sensitive information, a mock dataset was created.
This dataset closely resembled our real-world data environment, allowing us to perform in-depth analysis
without compromising any confidential or proprietary data.

3. KPI Calculation: A wide range of key performance indicators (KPIs) were identified and calculated as part
of the project. These KPIs covered various aspects of our business, including financial metrics, customer
behaviour, and operational efficiency indicators. By calculating these KPIs, we were able to assess the
performance of different areas within our organization.

4. Data Visualization: Effective data visualization played a crucial role in this project. We focused on creating
visually appealing and informative data visualizations to facilitate a clear understanding of KPI trends and
patterns. These visualizations helped us communicate complex information in a simplified and accessible
manner.

Conclusion:
The internship project encompassed various aspects of our business operations, with a focus on data
analysis, KPI calculation, and data visualization. By utilizing tools like Power BI and Excel, we were able to
analyze and interpret large datasets, gaining valuable insights into our business performance. The creation
of a mock dataset ensured the confidentiality of sensitive information while allowing us to conduct in-depth
analysis. Calculating a wide range of KPIs enabled us to assess the performance of different areas within our
organization, including financial metrics, customer behavior, and operational efficiency.
 Chapter-2 Theoretical Framework

Introduction of Dashboard:

A dashboard is a visual representation of important data, information, and metrics displayed on a computer
screen or electronic device. Its main purpose is to provide users with a clear snapshot of relevant
information, allowing them to monitor, analyze, and make informed decisions. Dashboards are designed to
present data in a visually appealing format, using charts, graphs, and tables to simplify complex information.
They can provide real-time updates or refresh periodically, ensuring users have the latest data.
Customization options allow users to choose which data and metrics to display, tailoring the dashboard to
their needs. Key performance indicators (KPIs) are often highlighted in dashboards to track performance. By
integrating data from various sources, dashboards offer a centralized view, eliminating the need for multiple
reports or systems. Interactivity, data visualization, alerts, data integration, goal tracking, mobile
compatibility, and reporting capabilities are common features found in dashboards. Overall, dashboards are
versatile tools that provide a concise, visually appealing, and interactive representation of data for
monitoring, analysis, and decision-making.

Key Elements and Characteristics of a Dashboard:

 User-Friendly: Dashboards are designed to be intuitive and user-friendly, making it easy for users to
navigate, interact with, and understand the displayed data.
 Actionable Insights: Dashboards provide actionable insights by presenting data in a way that facilitates
decision-making and problem-solving.
 Data-driven: Dashboards are driven by data, helping users make informed decisions based on accurate
and up-to-date information.
 Centralized Information: Dashboards consolidate information from various sources, providing a
centralized view of data and eliminating the need to access multiple systems or reports.
 Performance Monitoring: Dashboards enable the monitoring and tracking of key performance
indicators, allowing users to assess and improve performance over time.
 Communication Tool: Dashboards serve as a communication tool, presenting data in a clear and
concise manner that can be easily shared with stakeholders and team members.
 Scalability: Dashboards are scalable, meaning they can handle large amounts of data and
accommodate the needs of growing organizations.
 Data Visualization: Dashboards utilize visualizations to present data in a visually appealing and engaging
manner, enhancing data comprehension and analysis.
 Data Presentation: Dashboards primarily display data using charts, graphs, tables, and other visual
elements. These visual representations make it easier for users to interpret and understand the data.
 Real-Time or Periodic Updates: Dashboards can provide real-time data updates or refresh periodically,
ensuring users have access to the most current information.
 Customization: Dashboards are often customizable, allowing users to choose which data and metrics to
display based on their specific needs and roles.
 Key Performance Indicators (KPIs): Dashboards commonly focus on displaying key performance
indicators, which are critical metrics for monitoring the performance and success of a particular area or
 organization.
 Centralized View: Dashboards consolidate information from various data sources into a single view,
eliminating the need to access multiple systems or reports.
 Interactivity: Many modern dashboards offer interactivity, allowing users to drill down into data, filter
information, and explore specific details as needed.
 Data Visualization: Visualization is a crucial aspect of dashboards, presenting data in an informative and
visually appealing manner using various visualization types such as bar charts, line graphs, pie charts,
heatmaps, etc.
 Alerts and Notifications: Dashboards can include alert systems that notify users when predefined
thresholds or conditions are met or exceeded, enabling proactive monitoring.
 Data Integration: Dashboards can connect to different data sources like databases, spreadsheets, APIs,
and external systems to collect and display relevant data.
 Goal Tracking: Dashboards often include features for setting and tracking specific goals or targets,
helping organizations or individuals monitor progress and adjust strategies accordingly.
 Mobile Compatibility: Many dashboards are designed to be accessible on mobile devices, allowing users
to monitor information while on the go.
 Reporting: Dashboards may include reporting capabilities, enabling users to generate and share reports
based on the displayed data.

Introduction of Microsoft Excel:

Microsoft Excel is a powerful software application designed for creating, organizing, analyzing, and
presenting data in a spreadsheet format. It provides users with a user-friendly interface and a grid-like
layout, making it easy to input and manipulate data effectively. Excel offers a wide range of features and
functionalities, including mathematical calculations, chart creation, data visualization, and data analysis
tools. It also supports collaboration, allowing multiple users to work on the same spreadsheet
simultaneously and track changes made by each user. With its ability to connect to external data sources
and advanced features like pivot tables and macros, Excel is an essential tool for businesses, finance
professionals, researchers, educators, and individuals looking to manage and analyze data efficiently.
Excel is a widely used spreadsheet software developed by Microsoft. It is part of the Microsoft Office suite
and provides a range of powerful tools and features for data analysis, calculation, and visualization. Excel is
known for its versatility and is used by individuals, businesses, and organizations of all sizes in various
industries.

With Excel, you can create and organize data in a structured and efficient manner using rows and columns. It
allows you to perform calculations, create formulas, and apply functions to manipulate and analyze data.
Excel provides a wide range of functions, including mathematical, statistical, logical, and financial functions,
making it a valuable tool for data analysis and modeling.
One of the key features of Excel is its ability to create charts and graphs to visually represent data. This
makes it easier to understand trends, patterns, and relationships within the data. Excel offers a variety of
chart types, such as bar charts, line charts, pie charts, and scatter plots, allowing you to choose the most
suitable visualization for your data.

Excel also supports data validation, conditional formatting, and filtering, which help in maintaining data
integrity and highlighting important information. It allows you to sort and filter data based on specific
criteria, making it easier to analyze and extract insights from large datasets.
Collaboration is made seamless with Excel through features like sharing and co-authoring. Multiple users can
work on the same spreadsheet simultaneously, making it easier to collaborate on projects and track
changes. Excel also integrates with other Microsoft Office applications, such as Word and PowerPoint,
allowing you to import and export data easily.

Whether you are managing personal finances, creating budgets, analyzing sales data, or performing complex
calculations, Excel provides a user-friendly interface and a comprehensive set of tools to meet your needs.
Its widespread use and compatibility make it a standard tool for data analysis and reporting in many
industries.
In conclusion, Excel is a powerful and versatile spreadsheet software that enables efficient data
organization, analysis, and visualization. Its features and capabilities make it an essential tool for individuals
and businesses alike, providing valuable insights and facilitating data-driven decision-making.

Characteristics of Microsoft Excel:

1. Spreadsheet Functionality: Microsoft Excel is primarily known for its spreadsheet functionality. It provides
a grid-like interface with rows and columns that allow users to organize and manipulate data effectively.

2. Mathematical and Statistical Capabilities: Excel offers a wide range of mathematical and statistical
functions that enable users to perform complex calculations and analysis on their data. These functions
include sum, average, count, standard deviation, and more.

3. Data Visualization: Excel provides various tools for data visualization, including charts, graphs, and
conditional formatting. Users can create visually appealing representations of their data to better understand
patterns, trends, and relationships.

4. Data Analysis: Excel offers several features for data analysis, such as pivot tables, data tables, and goal
seek. These tools allow users to summarize and analyze large datasets, perform what-if analysis, and find
solutions to complex problems.

5. Formula and Function Support: Excel has an extensive library of built-in formulas and functions that users
can utilize to perform calculations and automate tasks. These formulas and functions can be customized to
suit specific needs and can be combined to create more complex calculations.

6. Integration with External Data Sources: Excel allows users to import data from various external sources,
such as databases, web services, and other spreadsheets. This integration enables users to work with real-time
data and keep their spreadsheets updated automatically.

7. Collaboration and Sharing: Excel supports collaboration features, allowing multiple users to work on the
same spreadsheet simultaneously. Users can track changes made by others, leave comments, and securely
share spreadsheets with others.

8. Customization and Automation: Excel provides options for customizing the appearance and layout of
spreadsheets, including cell formatting, styles, and themes. Additionally, users can automate repetitive tasks
by creating macros, which are sets of recorded actions that can be executed with a single click.
9. Scalability and Performance: Excel is capable of handling large datasets and complex calculations without
compromising performance. It can efficiently process and analyze vast amounts of data, making it suitable for
a wide range of applications.

10. Accessibility and Compatibility: Excel is widely used and supported across different platforms, including
Windows, macOS, and mobile devices. It also supports various file formats, allowing users to easily share and
exchange data with others.

Importance of Microsoft Excel:

1. Data Organization: Excel allows users to organize data in a structured manner using rows and columns.
This makes it easier to input, sort, and filter data, resulting in improved data organization and management.

2. Data Analysis: Excel provides powerful tools for data analysis, such as pivot tables, charts, and statistical
functions. These features enable users to analyze and interpret data, identify trends, and make informed
decisions.

3. Calculation and Formulas: Excel offers a wide range of built-in formulas and functions that simplify
complex calculations. Users can perform mathematical operations, statistical analysis, financial calculations,
and more, saving time and effort.

4. Data Visualization: Excel's charting capabilities allow users to create visually appealing charts and graphs
to represent data. Visual representations enhance data understanding and make it easier to communicate
insights to others.

5. Efficiency and Productivity: Excel's automation features, such as macros and conditional formatting, help
users automate repetitive tasks and streamline workflows. This increases efficiency and productivity by
reducing manual work.

6. Collaboration and Sharing: Excel supports collaboration, allowing multiple users to work on the same
spreadsheet simultaneously. Users can track changes, leave comments, and securely share spreadsheets,
fostering teamwork and efficient collaboration.

Introduction of Power BI:

Power BI is a business analytics tool developed by Microsoft that enables users to visualize and analyze data
from a wide range of sources. It provides interactive dashboards, reports, and data visualization capabilities,
allowing organizations to gain valuable insights and make data-driven decisions.

Importance of Power BI:

1. Data Integration: Power BI allows users to connect to various data sources, including databases, cloud
services, Excel spreadsheets, and more. This integration capability enables organizations to bring together
data from different sources into a single unified view for analysis.

2. Data Modeling: Power BI provides a robust data modeling feature that allows users to transform and shape
data according to their requirements. This includes creating relationships between tables, defining calculated
columns and measures, and performing data cleansing and transformation operations.

3. Interactive Visualizations: Power BI offers a wide range of interactive visualizations, including charts,
graphs, maps, and tables. These visualizations can be customized and filtered to present data in a meaningful
and engaging way, making it easier for users to understand patterns, trends, and relationships.

4. Real-time Dashboards: Power BI enables users to create dynamic and real-time dashboards that provide a
consolidated view of key metrics and performance indicators. These dashboards can be shared with
stakeholders, allowing them to monitor business performance and make informed decisions.

5. Collaboration and Sharing: Power BI supports collaboration features that allow users to work together on
reports and dashboards. Users can share their insights with others in the organization, facilitating
collaboration and fostering a data-driven culture.

6. Mobile Accessibility: Power BI offers mobile apps for iOS and Android devices, enabling users to access
and interact with their data on the go. This mobile accessibility ensures that users can stay connected to their
data and make informed decisions anytime, anywhere.

7. Data Security and Compliance: Power BI provides robust security measures to protect data, including role-
based access controls, data encryption, and compliance with industry standards and regulations. This ensures
that sensitive data is protected and only accessible to authorized users.

8.Integration with Other Microsoft Tools: Power BI seamlessly integrates with other Microsoft tools and
services, such as Excel, Azure, and Office 365. This integration allows users to leverage their existing
investments and easily share data and insights across different platforms.
Advanges of Power BI:
 Visualization:
Power BI provides interactive and visually appealing dashboards and reports to help you easily
analyze and understand data.Power BI provides a variety of visualizations, including charts, graphs, maps,
tables, and KPIs, to help users understand and communicate insights from their data.It also provides a suite of
advanced analytics tools, such as drill-through, cross-filtering, and data exploration, to help users uncover
hidden patterns and relationships in their data.

 Data Connectivity:
Power BI provides data transformation capabilities, such as Power Query, which allows users to clean,
shape, and transform data before it is loaded into Power BI.This allows users to ensure that their data is
properly formatted and ready for analysis, making it easier to create meaningful insights and reports.
Power BI supports direct connections to many popular data sources, including: SQL Server,Azure SQL
Database,Oracle,Salesforce,SharePoint,Google Analytics.

 Real-Time Data:
Power BI provides support for real-time data streaming and visualization, allowing organizations to get
a real-time view of their data as it arrives.With real-time data streaming in Power BI, users can create real-
time dashboards that update automatically as new data is received.

 Collaboration:
Power BI provides several tools for collaboration, making it easier for teams to work together on
reports and dashboards. Some of the key collaboration features in Power BI include .Sharing: Power BI
allows users to share reports and dashboards with other users, either within their organization or with external
partners. Workspaces: Power BI Workspaces provide a way for teams to collaborate on a set of reports and
dashboards.
 Scalability:
Some of the key scalability features in Power BI include:
 Cloud-based: Power BI is a cloud-based solution, which provides a highly scalable infrastructure and
eliminates the need for organizations to maintain their own hardware and software.
 Data Capacity: Power BI has a large data capacity, allowing users to import and analyze large amounts of
data.
 Power Platform: Power BI is part of the Power Platform, a low-code/no-code platform for building
custom business applications.

How does the Power BI desktop work?

The desktop version of the Power BI works as follows:
• Connect data sources – The data from multiple sources are connected. Such connections make it easy to
update data by refreshing.
• Create data models – The data models are created to provide insights to the data repository. The queries of
analysts related to the models, dashboards, data connections, etc., are addressed at this stage.
• Apply visualization methods – The data models are converted into reports with the help of the visualization
techniques available on the Power BI tool.
• Share reports – The reports are shared with the other users to build upon the existing model. Since sharing
helps connect with others on the entire process of designing, it simplifies the procedure of generating business
reports.

The steps for getting started with the Power BI desktop are listed as follows:

Step-1: Once the Power BI desktop has been installed, type “Power BI” in the search box, as shown in the
following image. Click on the “Power BI desktop”.
Step-2: The “sign-in” window, as shown in the following image, appears.

Step 3: Cancel the registration or the “sign-in” window and a complete Power BI file opens.
Step4: Power BI Desktop User Interface

 There are four tabs on the ribbon–Home, View, Modeling, and Help. These are similar to the menu
options of MS Excel.
 In the working area of the Power Bi desktop view, there are three icons on the left side of the screen.
These are–“report,” “data,” and “model.

A. By default, the “report” workspace is visible, as shown in the following image. In this workspace, all the
Visulization.
B. In the “model” tab, the relationship between two or more data tables can be seen. This is the case when
more than one data table is uploaded.
1. On the right-hand side of the page are two tabs, “visualizations” and “fields.” By using these
“visualizations,” we can create reports and dashboards from the “fields.” “Fields” are the column headings of
the uploaded data table.
2. In the “data” tab, the uploaded data table information is visible.

Step 5: To create overall sales numbers, choose the “card” visualization.

Step 6: Under “fields,” select “sales” to see the total sales numbers in the card, as shown in the following
image.

Step 7: To create a city-wise representation, choose the clustered column chart visualization icon. In “axis,”
select “city,” and in the “value” field, select “sales.” Likewise, you can use the different visual
elements to create the desired dashboard.
Introduction of KPIs:
Revenue and Expenses KPIs can be define as “ it is a metrics or measures used to asses the performance or
progress of a project. Revenue KPIs measures an organization’s income and sales performance, while
Expenses KPIs evaluate its costs and spending, providing key financial metrics health.

1.What is KPIs? On key Performance Indicators, are measurable values that organizations use to track and
evaluate their progress towards achieving specific objectives or goals. They provide a way to quantify
performance and assess whether the organization is on track to meet its targets. KPIs can vary depending on
the industry, department, or specific goals of the organization, but they should always align with the overall
strategic objectives and provide insights into performance, effectiveness, efficiency, and progress.

2.What is revenue and expenses? Revenue refers to the income or sales generated by a company through
its primary business activities. It represents the amount of money earned by selling products or services to
customers. Revenue is a crucial financial metric as it directly contributes to a company's financial health and
growth.
Expenses, on the other hand, are the costs incurred by a company to operate its business and generate
revenue. Expenses can include various categories such as salaries and wages, rent, utilities, raw materials,
marketing expenses, and administrative costs. Managing expenses effectively is essential for a company to
maintain profitability and financial stability. By controlling expenses and maximizing revenue, a company can
increase its profitability and overall financial performance.

3.What is difference between revenue and profit? Revenue: Revenue refers to the total amount of money
generated by a company through its primary business activities, such as sales of products or services. It
represents the top line of a company's income statement and is calculated by multiplying the quantity of
goods or services sold by their selling price. Revenue is also known as sales, turnover, or income.
Profit: Profit, also known as net income or earnings, represents the amount of money left over after
deducting all expenses from the revenue. It is the bottom line of a company's income statement and
indicates the company's profitability. Profit is calculated by subtracting the total expenses, including
operating costs, taxes, interest, and any other deductions, from the revenue.
KPIs have become essential tools that enable organizations to assess their progress, navigate market
dynamics, and make informed strategic decisions. These metrics act as a compass, guiding us through the
complex terrain of modern business. They provide valuable insights and help us understand how effectively
we are achieving our goals, identify areas for improvement, and adapt to changing market conditions. By
leveraging KPIs, we can stay on track, continuously monitor our performance, and take proactive measures
to drive success.

KPIs
This internship project focuses on harnessing the potential of specific KPIs carefully selected to provide a
detailed understanding of critical operational aspects. These KPIs include:

1. Revenue and Expenses KPIs: These metrics shed light on the performance of our sales efforts, revenue
generation, and customer engagement. They help us evaluate the effectiveness of our sales strategies, track
revenue growth, and measure customer satisfaction and loyalty.
2. Marketing Campaign KPIs: These metrics evaluate the impact and return on investment of our marketing
initiatives. They help us measure the effectiveness of our marketing campaigns, track key performance
indicators such as conversion rates, customer acquisition cost (CAC), and return on investment (ROI).
By analyzing these KPIs, we can optimize our marketing strategies, allocate resources effectively, and
maximize the impact of our marketing efforts.

Context and Significance

In today's data-driven landscape, KPIs have become increasingly vital for businesses to assess their
performance, make well-informed decisions, and adapt to the ever-evolving market dynamics. This
internship project was specifically dedicated to harnessing the potential of KPIs in order to gain a deeper
understanding of our organization's performance, drive strategic initiatives, and ultimately contribute to its
growth and success.

The Road Ahead

In this internship project, we will thoroughly analyse and break down each of these KPIs. Our objective is to
extract actionable insights and identify patterns that will guide our strategic decision-making. By leveraging
these insights, we aim to drive the growth, sustainability, and competitive edge of our organization in
today's ever-changing business landscape. Our exploration of these KPIs exemplifies our steadfast
dedication to data-driven excellence, fostering a culture where insights hold significant value and serve as
the guiding principles for continuous improvement and success.

1. Net Revenue: The total revenue generated by a business after subtracting any discounts, returns, and
other expenses directly related to the sale of goods or services.

2. Revenue Generated from add: the income earned by a business through the display or promotion of
 advertisements, typically on a website, app, or other media platforms.

3. Gross Profit: the total revenue earned by a business minus the cost of goods sold, representing the
profit made before deducting operating expenses.

4. Cost of goods sold: The direct expenses incurred by a business in producing or acquiring the goods or
services that are sold to customers, including the cost of raw materials, manufacturing costs, and
direct labour costs

5. Marketing Cost: The expenses incurred by a business in promoting and advertising its products or
services, including activities such as advertising campaigns, market research, public relations, and
promotional materials.

6. Total Expenses: The sum of all costs incurred by a business during a specific period, including both
operating expenses (such as salaries, rent, utilities, and marketing costs) and non-operating expenses.

7. Net profit: The amount of money a business has left after deducting all expenses from its total
revenue, representing the final profit earned.

8. Net profit margin: Is the percentage of net profit in relation to total revenue, indicating the
profitability of a business.

9. Number of customers: The total count of individuals or entities that have purchased goods or services
from a business.

10. New customers joining during a month: The count of individuals or entities that have become
customers of a business during a specific month.

Study of Revenue and Expenses:

1. Revenue Growth Rate: Measure the percentage change in revenue over a specific period.
2. Net Profit Margin: Indicates the profitability by comparing net profit to revenue.
3. Operating Expenses Ratio: Shows the percentage of revenue spent on operating expenses.
4. Customer Acquisition Cost: Measures the Cost of acquiring each new customer.
5. Return on investment (ROI): Evaluates the profitability of marketing campaign by comparing the gain to the cost.
Chapter-3 Company Profile
3.1 Introduction to Organization
3.2 History of Organization
Introduction to Organization:

Auran Foods Private Limited (AFPL) is an Indian start-up that operates as a Private Limited Indian Non-Government
Company, incorporated in India on December 17, 2020, making it two years and ten months old as of the current date.
The company is headquartered in Pune, Maharashtra, India.

Auran Foods Pvt Ltd, a Pune-based chocolate and confectionery company, is aiming to tap into the potential
growth of the online market. AFPL's business status is active, and it has diligently filed its Annual Returns and
Financial Statements up until March 31, 2022. The company is categorized as a private limited company with an
authorized share capital of INR 5.00 crore and a total paid-up capital of INR 3.06 crore, according to the Ministry of
Corporate Affairs (MCA) records.

Auran Foods Private Limited is unlisted and is primarily engaged in activities within the private sector. The company
has two directors, Dr.George Varghese and Mr.Mayuraj Prabhakar Deshmukh, and no reported key management
personnel.Mr.Mayuraj Prabhakar Deshmukh holds directorships in a total of 6 companies, indicating a notable presence
in various corporate entities. In total, Auran Foods Private Limited is connected to 6 other companies through its
directors.Auran Foods Private Limited (AFPL) is a dynamic organization based in Pune, Maharashtra, India.
Established on December 17, 2020, AFPL operates as a Private Limited Company in the Food and Beverage Services
sector, focusing on the manufacturing of food products.
History of Auran Foods Private Limited (AFPL):

Founding and Incorporation: Auran Foods Private Limited (AFPL) is a Pune-based start-up that was established and
incorporated on December 17, 2020. The company emerged in the Food and Beverage Services industry, specializing in
the manufacturing of food products.

Business Focus: From its inception, AFPL has focused on the production and distribution of food products, particularly
in the fast-moving consumer goods (FMCG) sector. The company's commitment to quality and innovation has been a
driving force behind its operations.

Company Size: Auran Foods Private Limited has grown steadily and is currently reported to have a workforce of 11-50
employees. This indicates a developing organization with a notable presence in the industry.

Directorship: The company has two directors, George Varghese and Mayuraj Prabhakar Deshmukh, who play crucial
roles in its leadership and management.

Business Network: The company has connections with other businesses and directorships within the Food and Beverage
Services industry. You can explore these connections further using Tofler's Company Network feature to identify any
hidden relationships and discover where else the directors of AFPL have business interests.

Website: Auran Foods Private Limited operates its official website at www.auranfoods.com, which likely serves as a
platform for showcasing its products and engaging with customers.

Transportation Logistics: The company generates daily sales reports, which are used to track the sales and distribution
of their products to retailers or Distributors in these regions.This may involve aspects such as warehousing, inventory
management, packaging, and transportation arrangements.

Competitors: Auran Foods Private Limited faces competition from companies such as Mayora India Pvt Ltd, Milton
Products, Perfetti, I.T.C, Amber Confectionery, and Paras Food Product in the food and beverage industry.

Manufacturing: Auran Foods Private Limited manufactures food products in their warehouses located in Ghaziabad.
These products are then distributed to various locations such as Rajasthan, Uttar Pradesh, Jharkhand, and Bihar

Auran Foods Private Limited has distributors in Delhi, including Niraj Varsha. In Uttar Pradesh, the company has
distributors such as Ashutosh Pandey, Rajendra Kumar, Mukesh Yadav, Ajit Singh, Vinod Jaiswal, Ratish Pal, Vikash
Pandey, Satyam, and Rohit Kurrel. These distributors play a crucial role in the distribution and sale of Auran Foods'
products in their respective regions.
Chapter-4: Research Methodology:
4.1 Introduction to Research Topic
4.2 Research of Objective
4.3 Research Design
4.4 Literature Review
4.4 Dashboard of Revenue & Expenses
Introduction to Research Topic:

In this research project, we utilized industry best practices in data analysis to examine the financial aspects of our
online business. The methodology involved generating simulated data through Excel and constructing Revenue and
Expenses dashboards using Power BI and Excel. We also identified key performance indicators (KPIs) that align with
our business objectives. Additionally, we created mock data to simulate real-world scenarios, ensuring the
confidentiality of actual data. This involved generating customer information, financial data, and marketing and
campaign data. By using mock data, we were able to analyze sales trends, profitability, and marketing effectiveness
without compromising sensitive information.

To measure and assess the financial performance of our business, we utilized various KPIs. These include Gross Profit,
Total Expenses, Net Profit, Net Profit Margin, Customer Acquisition Cost, Return on Ad Spend, Average Revenue Per
Customer, Expenses to Revenue Ratio, Revenue Growth Rate, Operating Profit, Operating Margin, EBITDA, Customer
Churn Rate, Click-Through Rate (CTR), Conversion Rate, and Return on Investment (ROI). Each KPI has a specific
formula and definition, enabling us to evaluate different aspects of our business's financial performance.

Methodology

The methodology employed for this project was based on industry best practices in data analysis. It involved
the following key steps:
1. Data Generation:
Generating simulated data through Excel to facilitate the construction of Sales and Orders and Supply Chain
Cost dashboards.
2. Dashboard Creation:
Building the Revenue and Expenses Dashboard using a combination of Power BI and Excel.
3. KPI Determination:
Recognizing and articulating the key performance indicators (KPIs) that align most closely with our online
business objectives.
The methodology for revenue and expenses involves the systematic approach used to manage the
financial aspects of a business.
Research of Objective:
1. To track and measure the financial performance of the business by using power BI.
2. To identify areas of improvement and make informed decisions regarding pricing, cost control in
Dashboard.
3. To create the Revenue Expenses and Marketing Campaign Dashboard by using Power BI & Excel.
 Research Design

A Study Of KPIs In Relation

to Revenue and Expenses at
Auran Foods Pvt Ltd.

Sources of Data
Collection

Primary Data
Secondary Data
(Mock Data)

Revenue Expenses Data Research Paper

Marketing Campaign Company record, Website

Data

Data Analysis

Finding Suggestion
Primary Data (Mock Data)

For creating the mock data, the company supported me by giving a live example of a fully functional e-
commerce website of an edible oil manufacturing company selling their products online. I was able to browse
through the backend customer data, understand the various fields captured by the e-commerce website and
calculate different metrics. This supported me tremendously in creating mock data for the main assignment.

Data Collection
As an integral part of this internship project, the creation of mock data played a crucial role in simulating
real-world scenarios while ensuring the confidentiality of actual data. Careful attention was given to crafting
mock data that closely resembled our organization's actual data environment. This involved generating
various data points, such as:

1. Customer Information: Mock customer data was created, including attributes such as names, addresses,
contact information, and demographic details. This allowed for analysis and exploration of customer
behaviour without compromising the privacy of real customers.

2. Financial Data: Mock sales and financial data was generated to mimic actual transactions and financial
performance. This included details such as transaction dates, product codes, quantities, prices, and revenue
figures. By using mock data, we could analyze sales trends, profitability, and financial metrics without
exposing sensitive financial information.

3. Marketing and Campaign Data: Mock marketing and campaign data was generated to analyze the
effectiveness of marketing strategies and promotional activities. This included data on campaign dates,
channels used, customer responses, conversion rates, and other relevant metrics. By using mock data, we
could evaluate the impact of different marketing initiatives without compromising the confidentiality of real
campaign data.

By utilizing carefully crafted mock data, we were able to conduct comprehensive analysis and gain valuable
insights into our business operations while maintaining the privacy and confidentiality of actual data.
Revenue Data:

Net Revenue: Net Revenue is the total revenue earned by a company after deducting any refunds, including
taxes. Let's assume the net revenue range is randomly generated between $50 and $150.
Revenue Generated From Ads: This represents the portion of revenue generated from advertising activities. It
is calculated as 40% of the net revenue plus a random amount between $9,000 and $20,000. Let's assume the
random value is $12,000.
Cost of Goods Sold: The cost of goods sold (COGS) represents the direct costs associated with producing or
acquiring the goods or services sold by the company. Let's assume a random COGS value of $8,000.
Gross Profit: Gross profit is calculated by subtracting the cost of goods sold from the net revenue. It
represents the profit earned before considering other operating expenses. In this case, the gross profit would
be $12,000 - $8,000 = $4,000.
Marketing Cost: Marketing cost is the expense incurred by the company in promoting its products or
services. In this scenario, the marketing cost would be equal to the net revenue (inclusive of tax) minus the
COGS. Let's assume a random marketing cost of $10,000.
Total Expenses: Total expenses represent the sum of all costs incurred by the company, including the cost of
goods sold and marketing costs. In this case, the total expenses would be $8,000 (COGS) + $10,000
(marketing cost) = $18,000.
Operating Profit: Operating profit is calculated by subtracting the marketing cost from the gross profit. It
represents the profit earned after considering operating expenses. In this example, the operating profit would
be $4,000 (gross profit) - $10,000 (marketing cost) = -$6,000.
Tax: If the tax is constant, it means that the tax amount remains the same for every transaction and does not
vary based on the net revenue.

Benchmark: Typically, operating profit is expected to be between 5% and 20% or higher. However, in this
case, the operating profit is negative.

In summary, based on the mock data provided, the company generated a net revenue between $50 and $150.
Revenue generated from ads was $12,000. The cost of goods sold was $8,000, resulting in a gross profit of
$4,000. The marketing cost was $10,000, leading to total expenses of $18,000. The operating profit was -
$6,000, indicating a loss. It is important for the company to assess its expenses and revenue generation
strategies to improve profitability.
Revenue and Expenses Data
Net Revenue (Before Tax): Total Revenue - Total Refund Amount (Including Tax).
Cost of goods sold: Random
Gross Profit : Formula: Net Revenue (Inclusive of tax) -COGS
Benchmark: 50% to 70%
Definition: The total net revenue minus the cost of goods sold
Marketing Cost: We calculated the Marketing Cost

.
Total Expenses: Formula:COGS+Marketing Cost
Benchmark:Varies by business scale and operations
Definition: The sum of all costs and expenditures.

Operating Profit: Formula: Gross Profit- Marketing Cost

Benchmark: Typically 5% to 20% or higher
Definition: Profit after operating expenses.

Revenue and Expenses Data

Net Profit: Formula:Operating Profit - Tax
Benchmark:Varies by business scale and operations
Definition: The profit after deducting all expenses from revenue.

Net Profit Margin: Formula: Net Profit/Net revenue

Benchmark: 5% is a Low margin, 10% is ahealthy margin, and 20% is a high margin.
Definition: Net profit as a percentage of total revenue.

Customer Acquisition Cost: Formula: Marketing Cost/New Customer Join

Benchmark: Varies based on marketing strategies and channels
Definition: The cost of acquiring a new customer.
Revenue and Expenses Data
Return on Add Spend : Formula: Revenue Generated From add/Marketing Cost
Benchmark: Ideally 200% to 300% or higher for digital advertising
Definition: The return on investment from advertising.

Average Revenue Per Customer: Formula: Net Revenue(Inclusive of tax)/No of Customer

Benchmark: Varies based on the frequency and volume of orders
Definition: The average revenue generated by each customer.

Expenses to Revenue Ratio: Formula: Total Expenses/ Revenue

Benchmark: Between 60% to 80%
Definition: The ratio of expenses to total revenue.

Revenue Growth Rate: Formula: Current month Revenue-Previous month revenue / Pervious
month Revenue
Benchmark: Between 15% to 45% for year-over-year growth
Definition: The percentage increase in revenue over a period.

Operating Margin: Formula: Operating Profit/Revenue*100

Benchmark: Typically 10% or higher
Definition: Operating profit as a percentage of total revenue.

EBITDA: Formula: Net Profit +Tax Amount

Benchmark: Varies by business scale and complexity
Definition: Earnings Before Interest, Taxes, Depreciation, and Amortization.

Marketing Campaign Data:

In a marketing campaign, various metrics are used to measure the effectiveness and success of
advertisements. Some key metrics include clicks, impressions, purchases, click-through rate (CTR),
impression conversion rate, and return on investment (ROI).
Clicks refer to the number of times people have clicked on the advertisement. It indicates the level of
engagement and interest generated by the ad. On the other hand, impressions represent the number of times
the advertisement has been seen by people. It provides insights into the reach and visibility of the ad.
Click-through rate (CTR) is calculated by dividing the number of clicks by the number of impressions. It
measures the percentage of users who clicked on the ad out of the total number of people who saw it. A
higher CTR is generally considered more favorable and indicates a higher level of engagement with the ad.
Impression conversion rate is calculated by dividing the number of purchases made through the advertisement
by the number of clicks. It represents the percentage of users who took a desired action, such as making a
purchase, after seeing the ad. A positive impression conversion rate, ideally with a ratio of 5:1 or higher, is
considered good and shows that the ad is effectively driving conversions.
Return on investment (ROI) is a measure of the profitability of an advertising campaign. It is calculated by
subtracting the total marketing cost from the revenue generated from the ad, and then dividing it by the total
marketing cost. ROI is usually expressed as a percentage and indicates the return or profits generated
compared to the cost of the investment.

Marketing Campaign Data:

(Click Through Rate)CTR Formula: No. of Clicks / No. of Impression
Benchmark: Typically 1% or higher for digital advertising campaigns
Definition: The percentage of users who click on a specific link or
advertisement out of the total who saw it.

Impression Conversion Rate: Formula: Purchase / No. of Clicks

Benchmark: Positive, with 5:1 or higher considered good
Definition: The percentage of users who take a desired action (e.g., make a
purchase) after seeing an ad impression.

KPIs of Revenue and Expenses:

1.Average Revenue Per Customer: This metric calculates the average amount of revenue generated per customer,
providing insights into the effectiveness of our customer acquisition and retention strategies.
2. Expenses to Revenue Ratio: This ratio measures the percentage of revenue that is allocated towards expenses,
helping us assess the efficiency of our cost management and identify potential areas for improvement.
3. Revenue Growth Rate: This metric indicates the rate at which our organization's revenue is growing over a specific
period of time, highlighting our ability to increase sales and expand our market presence.
4. Operating Profit: This figure represents the profit earned from our core operations, excluding non-operating
expenses, and serves as an indicator of our financial performance.
5. Operating Margin: This metric calculates the percentage of revenue that remains as operating profit after deducting
all operating expenses, allowing us to assess our profitability and cost efficiency.
6. EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization): This metric provides a measure of our
organization's operating performance by excluding non-operating expenses and accounting for the impact of
depreciation and amortization on our earnings.
7. Campaign Name: The name or identifier for a specific marketing campaign.
8. Impressions: The total number of times an advertisement or promotional material is displayed to potential
customers.
9. Clicks: The number of times users click on the advertisement or promotional material.
10. Click Through Rate (CTR): The percentage of users who clicked on the advertisement after viewing it, calculated
by dividing the number of clicks by the number of impressions.
11. Purchase : The number of users who registered on purchase for a particular offer or service as a result of the
marketing campaign.
12. Conversion Rate: The percentage of users who completed a desired action, such as making a purchase or signing
up, out of the total number of users who clicked on the advertisement.
13. Marketing Cost: The total expenses incurred in running the marketing campaign, including advertising costs,
creative development, and other related expenses.
14. Revenue Generated from Ads: The amount of revenue generated directly as a result of the marketing campaign.
15. ROI (Return on Investment): The ratio of the net profit generated from the marketing campaign to the total
marketing cost, indicating the financial return on the investment made in the campaign.
Return On Investment:
In any marketing campaign, it is crucial to understand the financial aspects and evaluate the return on
investment (ROI) generated. Two key metrics that play a significant role in measuring the success and
profitability of a marketing campaign are marketing cost and revenue generated from ads.
Marketing cost encompasses all the expenses incurred in running the marketing campaign, including
advertising costs, creative development, and other related expenses. It represents the investment made by the
company to promote its products or services and reach its target audience.

ROI (Return on Investment):

Formula: Revenue generated from Add - Total Marketing Cost / Total Marketing Cost
Definition: The measure of the return (profits) generated compared to the cost of an investment, usually
expressed as a percentage.
Literature Review

1. Rao (1993) discussed in his research about ‘Financial appraisal of Indian Automotive Tyre Industry’. Main
objective of study was intended to probe into the financial condition-financial strength and weakness-of the
Indian tyre industry. He has been measured and evaluates the financial performance through inter-company
and inter-sector analysis for the period of 1981-1988. He has found that the fixed assets utilisation in many of
the tyre undertakings was not as productive as expected and inventory was managed fairly well. He
has considered that the tyre industry's overall profit performance was subjected to inconsistency and
ineffective. He has suggested some recommendations to improve financial performance.
2. Holtje (1978): showed that advertising operations in American Colonial times were initiated through
colonial newspapers and supported by home post officers acting as agents. Various studies have examined the
economic effects of advertising. One study found a positive and significant relationship between advertising
expenditures and aggregate demand, while another study found no positive relationship between advertising
and aggregate consumption. Specific studies have focused on the effectiveness of advertising on sales income
and profitability of food and beverage businesses in Nigeria. Research studies have explored the relationship
between advertising expenditures and turnover of Nigerian companies, with findings indicating that
advertising is a dominant determinant of company turnover.
3. Slomski (2009): states that in Brazil the study on the cost accounting applied to public administration is at
an early stage. It adds further that it is necessary for public sector managers know the activities costs in
order to make better management decisions, such as deciding to produce or buy.
4. Jao (2000): Analyzed the impact of social welfare expenditures and revenue on the income distribution in
case of Taiwan and found that social welfare expenditure has the major determinant which restricts the
income gap and this cause to tax revenue.
5. Narayan and Narayan (2006): Investigated the causal relationship between government revenue and
expenditure for 12 developing countries including Mauritius, El Salvador, Haiti, Chile,Venezuela, Peru, South
Africa, Guatemala, Uruguay and Ecuador by employing KPSS unit root test and augmented Granger
Causality Test. They observed no causality in the cases of South Africa, Peru, Uruguay, Guatemala and
Ecuador it implies that the revenue decisions are taken independently from expenditures, while for Haiti,
Mauritius, El Salvador, Chile and Venezuela government revenue causes government expenditures.
6. Chen (2008): Investigated the association among disaggregate real government expenditures, revenue and
output. He concluded that association between government revenue and expenditure has neutral with
economic development, causality between government revenue to expenditures has unidirectional with
national defense, culture, science and education, causality between output and revenue is unidirectional.
7. Eita and Mbazima (2008): evaluated the casual association between government expenditure and revenue
in a case of Namibia using Granger causality test through cointegrated vector autoregression (VAR)
techniques from the period 1977 to 2007 and found unidirectional causality between government expenditure
and revenue and suggested that weak fiscal deficit (imbalances) can be moderated by policies.
8. Jeff Caneen, ZhengGu (1998): stated that most of the hotel manager say that they are using yield
management techniques for the revenue and 76% of hotel claim that utilization yield management techniques
extensively and very few are using all of the basic elements in their effort to maximization revenue this study
reveal that a random sample of a hotel General manager was surveyed the degree to which they use hotelier
have looked at the airline and their chains of improving revenue 2 to 5 % .
9. Judy A. Siguaw , Cathy A. Enz (1999): found that this study improving customer satisfaction effective
operation system reflect a good merchandising hotel . Manager must recognize the practices that give the
good satisfaction to the guest and ensuring the repeat customer. Guest satisfaction is increase by devoting
time in the latest practices these practices can give benefits to many other area of the hotel. But the interest
and the involvement of the employee is must Author believe that full involvement of the employee is key to
success these practices is a life blood of the hotel business.
10. Schwartz & Cohen, (2004): Revenue Management 2019 JETIR May 2019, Volume 6, Issue 5
www.jetir.org (ISSN-2349-5162) JETIRCH06003 Journal of Emerging Technologies and Innovative
Research (JETIR) www.jetir.org 20 managers although technology greatly supports Revenue Management
managers work its role in and an impact on final decisions, made by the Revenue Management manager, is
under researched and needs more attention in future.
11. Noopur Sharma (February 2015): reveal that Revenue management and its adoption in the front office
by Hotel business. This study analyzes the pros and cons of the revenue management for the hotel as well as
its employee and guest.Revenue management also run with some strategic and the pricing technology and
also highlight the reason of Revenue management being used in the Hotel Industry.
 Chapter-5: Data Visualization and Analysis

Data Visualization and Analysis:

This section will present data visualizations and analyses for revenue, expenses, and marketing campaigns,
providing a comprehensive overview of our organization's performance in these key areas. Through the
examination of these visualizations, we can acquire valuable insights into revenue generation, expenditure
management, and the effectiveness of our marketing campaigns. These insights will serve as a guide for
strategic decision-making, ultimately contributing to the growth and success of our organization.

Revenue & Expenses:

Average Revenue Per Customer
 Formula: Net Revenue / No of Customer
Example: 156568/73= 2144.8
In average of revenue er customer is 17.28k
 Definition: The average revenue generated
by each customer.
Expenses to Revenue Ratio
 Formula: Total Expenses / Net Revenue
Example: 50095/156568= 32.90%
 Definition: The percentage of revenue used
to cover expenses.

Revenue Growth Rate

 Formula: (Current Period Revenue -
Previous Period Revenue) / Previous Period
Revenue
Example: (157857-156568)/156568= 0.82%
Average of Revenue Growth Rate is 7.71%
 Definition: The rate at which revenue has
grown compared to the previous period.
Return on Ad Spend
 Formula: Revenue Generated from ads /
Marketing Cost
Example: (49832/31972)= 156%
In Average of Return on Ads. Spend is 13.71
 Definition: The revenue generated for each
dollar spent on advertising.
Customer Acquisition Cost
 Formula: Marketing Cost / New Customer
Join
Example: (31972/26)= 1249
In Average of Customer Acquisition cost is 9.30k
 Definition: The cost incurred to acquire each
new customer.
 EBITDA
 Formula: Net Profit + Tax
Example: 93696+ 12%= 106473
In Average of EBITDA is 955k
 Definition: Earnings before interest, taxes,
depreciation, and amortization.
Net Profit Margin
 Formula: (Net Profit / Net Revenue)
Example: (93696/156568)= 60%
 Definition: The percentage of revenue that
represents profit after all expenses.

During the period from September 2022 to May 2023, our analysis revealed that the net revenue of our
online business was consistently high. This indicates that our sales and revenue generation strategies were
effective in driving profitability. The total expenses and Net revenue, we aimed to make informed decisions
and optimize our financial strategies for future growth. By achieving a high net revenue and maintaining low
total expenses, our business demonstrated strong financial health and efficiency.
As shown in the graph, the net revenue steadily increased throughout the analyzed period, indicating a
positive growth trend. This suggests that our sales and revenue generation strategies were effective in
driving profitability.The graph demonstrates that the total expenses remained consistently low,
highlighting our ability to manage and control costs effectively. This efficient cost management
contributed to improved financial performance and increased profitability.
By visually presenting the trends in net revenue and total expenses, we can clearly see the positive
correlation between our high net revenue and low total expenses. This signifies our business's strong
financial health and efficiency, reinforcing our ability to generate substantial revenue while keeping
expenses under control.

In the pie chart provided, the net revenue is

represented by a significant portion, indicating that
it constitutes a substantial portion of our overall
financial performance. This suggests that our sales
and revenue generation strategies have been
successful in generating high levels of income.
By analyzing this pie chart, we can gain insights
into the relationship between net revenue and
marketing cost, allowing us to make informed
decisions regarding our marketing strategies and
budget allocation to further enhance our financial
performance.
Marketing Campaign
 Click-Through Rate (CTR)
 Formula: Clicks / Impressions
Example:53/109= 49%
Average of Click through Rate is 0.39
 Definition: The percentage of people who
clicked on an ad after seeing it.

Conversion Rate
 Formula: Purchases/ Clicks
Example: 41/53= 77.36%
Avearge of Converstion Rate is 2.13 for
Purchases.
 Definition: The percentage of people who
Purchases after clicking on an ads.

In comparing the marketing cost and revenue in the pie chart, it is evident that the marketing cost segment is
relatively low compared to the high net revenue segment. This indicates that our marketing expenses are
effectively generating a significant return on investment, contributing to the overall financial success of our
business.Moving on to the comparison of the sum of impressions, sum of clicks, and sum of purchases, these
metrics provide valuable insights into the effectiveness of our marketing campaigns.The sum of impressions
represents the total number of times our marketing content was displayed to potential customers. The sum of
clicks indicates the number of times users interacted with our marketing content by clicking on it.
Return On Investment
Return on Investment (ROI) is a financial metric used to evaluate the profitability and efficiency of an
investment. It measures the return or gain generated from an investment relative to its cost. ROI is typically
expressed as a percentage and is a key indicator of the financial success or failure of an investment. A higher
ROI indicates a more favorable return on the investment, while a lower ROI suggests that the investment may
not be as profitable. ROI is widely used in business to assess the performance of marketing campaigns, capital
investments, and other financial decisions. It helps businesses make informed decisions about resource
allocation and prioritize investments that offer the highest potential return

ROI (Return on Investment)

 Formula: Revenue generated from Ads-Monthly Marketing Cost/Monthly Marketing Cost.
Example: (49832-16980)/16980= 193%
 Definition: The return on investment from advertising efforts.
Chapter-6 Finding and Suggestion
6.1 Key Findings
6.2 Challenges and Learning
6.3 Suggestion
6.3 Conclusion
6.4 Reference
Results:

In this section, we will present the results and impact of our internship project, focusing on revenue,
expenses, and marketing campaigns. We have calculated and analysed various Key Performance Indicators
(KPIs) using carefully generated mock data. It is essential to highlight that the purpose of this project was to
simulate real-world scenarios for analysis purposes.
The results of our revenue analysis indicate the overall performance of our organization in terms of
generating income. We have examined factors such as sales revenue, profit margins, and revenue growth
over time. These visualizations provide insights into the financial health of our organization and help identify
areas for improvement.

Similarly, our analysis of expenses provides a comprehensive view of our organization's spending patterns.
We have analysed various expense categories, such as operational costs, marketing expenses, and
overheads. These visualizations enable us to identify areas where cost-cutting measures can be
implemented and optimize our expenditure management.

In terms of marketing campaigns, we have evaluated the effectiveness of our initiatives by analysing key
metrics such as customer acquisition, conversion rates, and return on investment (ROI). Visualizations related
to campaign performance, customer engagement, and market segmentation provide insights into the impact of
our marketing efforts and guide future strategic planning.
Key Findings:

1. Net Profit: Operating Profit is 1277862 and Tax Amount is 153343 it is found that Net Profit is 1124519
2. Customer Acquisition Cost: Marketing Cost is 380547 and New Customer Join During Month is 378 it is
found that Customer Acquisition Cost is 1007.
3. Average Revenue Per Customer: Net Revenue is 1911094 and No of Customer is 1009 it is found that
Average Revenue Per Customer 1894.04.
4. EBITDA: Net Profit is 1124519 and Tax Amount is 153343 it is found that EBITDA is 1277862.
5. Gross Profit: Net Revenue is 1911094 and Cost of goods sold is 252685 it is found that Gross Profit is 1658409.
6. Total Expenses: Cost of goods sold is 252685 and Marketing Cost is 380547 it is found that Total Expenses is
633232 . .
7. Operating Profit : Gross Profit is 1658409 and Marketing Cost is 380547 it is found that Operating Profit is
1277862.
8. Operating Margin: Operating Profit is 1277862 and Net Revenue is 1911094 it is found that Operating Margin is
1277862.
9. Gross Profit: Cost of goods sold is 252685 and Net Revenue is 1911094 it is found that Gross Profit is 1277862.
Challenges and Learning:

Throughout the process of crafting the Revenue and Expenses Dashboard and Marketing Cost Dashboard, we
encountered various challenges that enriched our learning experiences:

Data Generation: A significant hurdle was creating the data itself. We had to think comprehensively about
all aspects of inputs and how they relate to the dashboards. Since the data and inputs were interconnected, we
had to be mindful of ensuring the data's compatibility with other inputs and data across different dashboards.

Visualization and Understanding: Converting data into practical insights demanded the acquisition of new
skills in visualization and data interpretation. It was imperative to guarantee that the dashboards effectively
conveyed information in a manner that was clear and easily comprehensible to decision-makers.

Technical Obstacles: We had to tackle various technical challenges associated with the development of the
dashboards in Power BI. These challenges pertained to the technical aspects of designing and implementing
the dashboards.

Complex KPI Calculations

The complex task of calculating and interpreting various Key Performance Indicators (KPIs) posed a
significant analytical challenge. Successfully ensuring the accuracy of these calculations and comprehending
their implications demanded a deep understanding of data analysis techniques.

Learning: We honed our analytical skills and gained a deeper understanding of how KPIs can provide
actionable insights. We learned that KPIs are not just numbers but powerful tools for driving decision-
making.

Suggestion:
Comparative Analysis: Compare your business's financial performance metrics with industry benchmarks or
competitors to gain insights into your market positioning and identify areas for improvement.
Forecasting: Use forecasting techniques, such as time series analysis or regression models, to project future trends in
the financial performance metrics. This can provide insights into potential future performance and assist in making
informed decisions.
Bench-marking: Compare your financial performance metrics against industry benchmarks or competitors to gain
insights into your relative performance. This can help identify areas of strength or areas where improvement is needed.

Conclusion:

In conclusion, the Revenue and Expenses Dashboard and the Marketing Campaign Dashboard represent
significant strides in enhancing our company's ability to oversee and manage crucial facets of our online
business. These cutting-edge tools offer a comprehensive perspective on our Revenue Expenses and
Marketing Cost, empowering us to make data-driven decisions and engage in strategic planning.

The insights gleaned from these dashboards will empower us to make well-informed choices, streamline our
processes, and propel our business towards growth. It is important to note that these dashboards are
dynamic tools that will adapt and evolve in line with our ever-changing business needs.

This internship project, focused on analyzing Key Performance Indicators (KPIs), marks a significant
milestone in our organizations. We identified areas of strength and opportunities for improvement across
sales and revenue, financial performance. These findings will guide our decision-making and action plans in
the coming months.

The Suggestion we provide offer a roadmap for our organization to enhance data quality, optimize KPIs, and
foster a culture of data-driven decision-making. We are ready to continue this journey, transitioning from
mock data to real data for more accurate analysis and actionable insights.
 Reference:

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and Stabilization”, Quarterly Review of Economics and Business (summer), pp. 71-77.
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of Nigerian Bottling Company Plc”, Journal of Emerging Trends in Economics and Management Sciences
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Cunningham, B. M., Nikolai, L. A. & Bazley, J. D. (2002),“Accounting (Information for Business Decisions),
2nd Edition, Columbia: Thomason Learning.
Kamber, T. (2002), “The Brand Manager Dilemma:Understanding How Advertising Expenditures Affect Sales
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Lee, J., Shin, B. S. & In Chung (1996), “Causality between Advertising and Sales: New Evidence from
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