Steal Google's comparison table trick

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Your P&L shows what happened, but it can’t tell you if you’re actually making money. These six Excel models go a layer deeper: 13-week cash by bank balance, component-level COGS, channel margin per unit, inventory roll-forwards, monthly payback, and itemized trade spend.

Built by ex-CPG FP&A leads. Unlocked and documented in Excel and Google Sheets, so you can check every formula and defend it to your board. No Drivepoint account required. Plug in your SKUs, thirteen months, your own numbers, and know your margins, fees, and break-even cold.

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We're doing a 100 days of stealing strategies from brands that are already winning.

For day 10, we have Google.

On their site, you'll find a comparison table stacking their own products against each other. So you can see exactly what each one includes, what it's best for, and where the differences actually are.

When your products look similar from the outside, a shopper who can't tell them apart either picks randomly or leaves.

A comparison table answers that hesitation.

Here's what you should do today: if you sell more than one version of anything, similar products, different bundle sizes, different strengths, put them next to each other in a table. Let people see the differences instead of guessing.

You spend $8 to get someone to click on your ad. That click turns into a sale on a $50 product with a 20% discount, so you also gave up $10 in margin.

Most founders write those down as two separate costs: $8 for "marketing" and $10 for "the discount." But both of those dollars went toward the same thing: getting that one customer. Add them together and the real cost to acquire that customer was $18, not $8.

Why does this matter?

Because a bigger discount doesn't just cost you money, it also makes your ads work better. A shopper who sees 20% off is more likely to buy right then instead of leaving to compare prices elsewhere.

More of your ad clicks turn into sales, which brings your cost-per-sale down. So raising the discount and lowering your ad cost aren't two separate levers.

An Amazon PPC lead who's run direct-to-consumer accounts for 15 years has watched this pattern hold: brands that raise their promo see their acquisition cost drop, and brands that cut the promo see it climb back up.

Once you combine the two numbers, you can ask one clear question: "What's the most I'm willing to spend, discount and ads combined, to get one customer?"

Action Summary:

Credit: OMG commerce

Before writing a marketing email, Tom Hunt of Stitch Leggings opens the draft with "Dear David." David isn't real. Tom deletes the greeting before sending.

But picturing David, what he had for breakfast, what he's doing tonight, shapes how the whole email gets written.

Most founders write to "our customers." That's the problem. When you picture a group, you write something that fits everyone loosely and speak to no one.

To build your own David, talk to real customers and ask about their life, not your product.

Email a few of your most frequent buyers, offer 15 minutes and a discount code as thanks, and use a scheduling link so it's easy to say yes.

Don't mention what you sell until the end. Tom's team learned this way that their customers weren't just buying leggings, they wanted to stand apart from conventional fashion. Asking "do you want men's leggings?" never would have surfaced that.

Once you spot the pattern, write it up: a name, a daily routine, what they want, what's in their way. Every time you write something, picture that one person and write to them.

Action Summary:

Credit: Shopify Masters