Brand MIS
Monthly P&L Actuals
Gross Sales
Rates used in formulas
Marketing
Agency Fees
Other Expenses
Orders & Customers
P&L Summary
Key metrics
How the Monthly P&L (MIS) Calculator works
Enter one month of sales by channel, your cost rates, marketing spends, agency fees, other expenses and orders. The calculator builds the month's P&L from gross sales down to EBITDA, with each margin as a % of net sales, plus blended ROAS, paid ads ROAS, AOV and CAC. Amounts that include GST, like ad spends, COGS, commission, shipping and payment gateway charges, have the GST on expenses taken out first.
- Net sales
- Gross sales across all channels, minus the GST in them, minus returns and cancellations (a % of own website sales).
- Gross margin
- Net sales minus COGS.
- CM 1
- Gross margin minus marketplace and shelf commission, shipping, payment gateway charges and website and software expenses.
- CM 2
- CM 1 minus Meta, Google and CRM spend (without GST), organic marketing, agency fees and pop-up rental.
- Operational profit
- CM 2 minus salary, rent and other expenses.
- EBITDA
- Operational profit minus director salary and brand building or other non-recurring expenses.
Frequently asked questions
What is an MIS report for a D2C brand?
MIS stands for management information system. For a D2C brand it usually means the monthly P&L the founders and finance team review: sales by channel, costs, contribution margins and profit for the month. This calculator builds that view for one month.
What is the difference between CM 1 and CM 2?
CM 1 (contribution margin 1) is what is left after the costs of making and delivering the sale: COGS, commission, shipping, payment gateway charges and software. CM 2 also takes out marketing: Meta, Google, CRM, organic marketing, agency fees and pop-up rental. CM 2 shows whether sales still make money after paying to win them.
How is blended ROAS calculated?
Blended ROAS is gross sales across every channel ÷ total marketing. Marketing here is Meta, Google and CRM spend without GST, organic marketing and agency fees. In the example, ₹47,00,000 of gross sales against ₹8,65,339 of marketing gives a blended ROAS of 5.43x.
How is paid ads ROAS different from blended ROAS?
Paid ads ROAS is own website sales ÷ Meta and Google spend without GST. Blended ROAS counts sales from every channel against all marketing, so it shows the return on the whole marketing budget. In the example, ₹25,00,000 of website sales against ₹6,77,966 of Meta and Google spend gives a paid ads ROAS of 3.69x.
How is CAC calculated?
CAC (customer acquisition cost) is total marketing for the month ÷ new customers that month. In the example, ₹8,65,339 of marketing and 1,500 new customers give a CAC of ₹577.
Should I enter ad spends with or without GST?
Enter Meta, Google and CRM spends as billed, including GST. The calculator takes the GST out using the GST on expenses rate. Enter agency fees before GST.