CORE5 OS flywheel
£3M-£8M DTC Brands

LIBERATE YOURSELF
FROM CHAOTIC
OPERATIONS

Disconnected operations, with the founder at the center, create chaos and cost £300k/yr. CORE5 OS connects inventory, cash, fulfillment, support, data, and suppliers.
You stop being the link and get the freedom to focus on growth.

Does it sound like you?

Inside your operations
Inventory: Am I carrying too much stock or not enough to cover next month?
Cash Flow: When does the next payment window hit and what has to move first?
3PL: Are they hitting our SLAs or are we absorbing their errors?
Gross Margin: Which SKUs are actually profitable at current landed cost?
Returns: What is driving the return rate and is it the product, fulfillment or expectation problem?
Customer Support: Why are ticket volumes still rising after last month's changes?
Outside your operations
Paid Media: Meta costs are rising weekly. Do we cut spend, change creative, or switch agency?
Competition: A competitor just launched into our core category. How do we respond?
Suppliers: Lead times are slipping. Do we pre-buy more and risk cash, or find a backup supplier?
Team: We need a demand forecaster. Can we afford to hire right now, or is it too early?
Channels: Should we launch wholesale this year or protect the DTC margin we have built?
Subscriptions: Churn is up this quarter. Is it price, product, or fulfillment that is causing it?

Aren't your operations asking you to make these decisions everyday?

Why have you become the sole decision-maker by design?

And what happens when something breaks? Does the chaos wait for you to fix it?

Have you ever thought why have you become the default choice?

Because when there is no system, everything runs through the person at the top.
And that's exactly where chaos lives.

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What running a £15M DTC Brand taught me about chaos.

I have sat in the chair you are in, running operations for my £15M DTC Brand.
Here's the thing nobody talks about: There is a version of scaling a business that looks fine from the outside and feels overwhelming from the inside.
The numbers move in the right direction, but underneath them is data that tells you where you are moving without a system to act on it.
The P&L, unit economics sits at one place and supplier conversations happens somewhere else.
Every inventory decision is a judgement call made on either gut feel or incomplete data.
My P&L told me where we ended up but not why we got there.
Our pricing decisions were disconnected from landed costs and margins were getting slim every quarter.
At some point I realized I had become the operating system, the human layer connecting things that should have been connected by design, carrying context across every function because no structure existed to carry it for me.
So I built one. CORE5 OS is that system. Every pillar comes from something I needed because I wanted that connection to exist in a system, not a person.

If you are someone who wants to focus on growth instead of becoming the system, you are at the right place.

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The five pillars of CORE5 OS

Connect the functions by design, not in your head.

CORE5 OS is a flywheel where each pillar feeds the next.
Accurate data and healthy alliances (suppliers and vendors) improve margins.
Better margins fuel smarter inventory.
Right inventory unlocks locked cash and improves fulfillment metrics.
Improved metrics increase CSAT and repeat purchase.
The flywheel compounds and it runs without you, the founder, informing every decision.

CORE5 OS Flywheel
Pillar 1: Data + Alliances → Decision Speed
The foundation of the flywheel. Clean data and strong supplier and 3PL relationships give you the evidence to make faster, better decisions across every other pillar. Without this, everything else is guesswork.
Pillar 2: COGS → Gross Margin
Better data and stronger alliances make your true cost of goods visible. Rising fulfillment costs, returns, and discounting compress margin silently. This pillar makes the true cost of every SKU visible before you scale it.
Pillar 3: Inventory → Cash Flow
Better margins and data give you the confidence to buy right. Cash tied in slow-moving stock is the #1 silent cash killer at this revenue stage. This pillar puts open-to-buy discipline and dead stock visibility in one place.
Pillar 4: Fulfillment → SLA / Cost / Returns
The right inventory reduces fulfillment pressure. Pick errors generate preventable returns. This pillar gives you the evidence to hold your 3PL accountable or make the switch.
Pillar 5: Customer Support → CSAT / Repeat
Better fulfillment means fewer support failures. This pillar turns your support data into a retention signal - and closes the flywheel back into revenue.

CORE5 OS deployment phases

Phase 1 DETECT Audit & Identify Leaks
Audit

Review financials (P&L, unit economics), SKU & Inventory data, return reasons, fulfillment accuracy, support tickets and supplier terms.

Tools below ↓

Identify Frictions

Map decision frictions, competing priorities, recurring issues to build a Constraint Heatmap. Find root cause of each constraint, bucket and prioritize.

Create Roadmap

Address top 3 constraints, set interim decision SLAs, apply guardrails and create a 30-day Containment Plan.

Phase 2 MODEL Quick Win Selection & Execution
Stop Bleeding Actions

Launch three to five quick wins with clear owners and success metrics. Stop the bleeding while building lasting fixes.

Fix Broken Processes

Document two to three processes causing recurring chaos. Write new SOPs, rules, and triggers. Replace broken workflows with systems that prevent repeat fires.

Create Unified Rhythms

Design weekly decision calendar with clear owners and agenda. Define what gets reviewed, when decisions happen. Create a rhythm that prevents reactive firefighting.

Phase 3 DEPLOY Operating System Design & Implementation
Launch Sprint Plans

Execute 30-day plan targeting priority leaks. Assign owners, set deadlines, track progress. Move from quick wins to systematic operational transformation.

Embed Feedback Loops

Create feedback systems: weekly KPI reviews, sprint retrospectives, real-time course corrections. Build operations that self-correct before problems compound.

Institutionalize OS

Deliver complete operating system with documentation, training, and clear owners. Your team runs it independently. Fixes stick. Leaks don't return.

Most consultants describe the work. I am giving you the tools.
The sheets below are the exact data layer I use in Phase 1 of the CORE5 OS audit.
The same structure and logic.
They are built to surface the leaks your P&L, your 3PL reports and your Shopify dashboard are not showing you.

Populate them with your numbers. Run the audit yourself.
If the sheets surface something you had not seen before, you know the methodology works.

If you want someone to take it further, to interpret what the data is telling you, build the roadmap, and run the fix, that is what CORE5 OS is for.

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Here are your Phase 1 AUDIT tools

The objective of these sheets is to show you where the chaos lives.
Populate them and you will have a clear map of your operational gaps.
The sheets will direct you toward what to fix first, so you can stop being the operating system of your own business.

Sheet D1
P&L / Cash Flow Tracker
Pillar 1 · Data → Decision Speed
£4.97M
TTM Revenue
35.4%
Gross Margin
6.9%
CM1
82%
of business failures cite cash flow, not lack of profit. The P&L looked fine. The bank didn't.
Source: US Bank / SBA research
Why this sheet matters
At £5M DTC revenue, an average of £600k–£1.2M sits in inventory at any given time. TTM P&L shows you month-by-month where cash turns negative, which months erode margin, and whether the business is profitable after fulfillment and returns are properly accounted for: not just on the Shopify dashboard.
⚠ If not maintained
Buying decisions are made on gut feel. Overstock builds invisibly. Cash crunch arrives without warning 60–90 days later. By the time it's visible, the buying decision that caused it is already 3 months old and unfixable.
↑ Commit: open-to-buy decisions are yours alone
Download D1_PnL_TTM.xlsx
Sheet D2
SKU Master
Pillar 2 · COGS → Gross Margin Pillar 3 · Inventory → Cash Flow
46.3%
RRP Margin (A SKUs)
42.9%
Avg Selling Price Margin
29 days
Stock Cover
$1.1T
in global retail sales lost annually from poor inventory decisions. At brand level: wrong bets compound fast.
Source: IHL Group
Why this sheet matters
The SKU master shows RRP vs average sell price, sell-through rate, and margin by SKU: including after returns. Most DTC brands have 3–5 SKUs with negative margin after returns that are being actively marketed. This sheet makes that visible before it's scaled.
⚠ If not maintained
You're spending on marketing, fulfillment, and returns for SKUs that are destroying margin on every order. The more you sell them, the more you lose. Range decisions get made on revenue, not contribution margin: which looks identical until you run the numbers.
→ Resequence: don't scale a range that isn't margin-clean
Download D2_SKU_Master.xlsx
Sheet D3
Inventory Snapshot
Pillar 4: Decision Speed
15%
Return Rate
£21,190
Quality Issues
35.9%
Sizing Reason
4.1%
of annual sales lost to stockout events on average. At £5M that's £205k in preventable missed revenue every year.
Source: IHL Group, 2023
Why this sheet matters
The inventory snapshot shows stock aging by SKU across 0–30, 31–60, 61–90, and 90+ day buckets, reorder points, and purchase order status. Dead stock (90+ days) typically represents 20–30% of inventory value at this revenue stage: capital tied in stock that will need discounting to exit.
⚠ If not maintained
Bestsellers go out of stock while slow-movers age past 90 days: both happening simultaneously, both invisible without a weekly snapshot. The stockout cost is immediate (lost sale, poor experience). The dead stock cost compounds over 3–6 months until it forces a cash-burning clearance.
○ Offload: ops team reviews weekly, founder reads the output
Download D2_D3_SKU_INVENTORY.xlsx
Sheet D4
Returns Data
Pillar 4 · Fulfillment → SLA / Cost / Returns
73.1%
24h Dispatch Rate
95%+
Industry Benchmark
9.5%
WISMO Rate
£28.25
true cost per return (shipping + CS time + write-off). At 32% return rate and 5,865 orders: £200k+ walking out the door annually.
Why this sheet matters
800 return records broken down by reason, category, resolution, and true operational cost. UK activewear return rates run 32–35%. The sheet shows that 14.5% of returns are wrong items sent: directly caused by 3PL pick errors. One fix in D5 (barcode scan at pack step) reduces both sheets simultaneously.
⚠ If not maintained
Returns are treated as a revenue line (refund processed, done) rather than an operational signal. Brands without return reason data spend 3× more annually on preventable returns: they're treating symptoms instead of causes. Sizing issues, wrong items, and description mismatches are all fixable upstream.
↑ Commit○ Offload
Download D4_Returns_Data.xlsx
Sheet D5
Fulfillment Metrics
Pillar 4 · Fulfillment → SLA / Cost / Returns
650
Tickets Logged
4.4h
Avg First Response
86
Open >48 Hours
72%
dispatched in 24h vs 90-99% industry benchmark. Pick error rate 2.3% vs 0.5% standard. This is the evidence pack for the 3PL renegotiation.
Why this sheet matters
13 weeks of weekly fulfillment KPIs: dispatch SLA, error rate, cost per order, WISMO contacts (as % of total orders), and pack time: benchmarked against UK 3PL industry standards. At 9–12% WISMO rate, one in nine customers contacts the brand to chase their order. The sheet also includes a 3PL vs In-House comparison framework for the decision at scale.
⚠ If not maintained
Without weekly fulfillment metrics, you're having a feeling when you speak to your 3PL: not a conversation. Feelings get dismissed. A sheet showing SLA trending from 76% to 68% over 8 weeks doesn't get dismissed. It gets a written improvement plan or a new 3PL conversation.
↑ Commit: 3PL renegotiation is a founder-only decision
Download D5_Fulfilment_Metrics.xlsx
Sheet D6
Support Tickets
Pillar 5 · Customer Support → CSAT / Repeat
£148.5K
Opening Balance
£125.6K
AP Overdue
-£52,814
Net Position 15 Aug
50%
of WISMO tickets are brand-side communication failures: no shipping confirmation, no delay update. Fixed by two Klaviyo automations.
Why this sheet matters
650 tickets broken down by category, sub-category, channel, agent, first response time, and resolution time. WISMO formal tickets at 5% of orders: but the true WISMO contact rate is 9–12% of orders (the invisible volume via chat and social DM that never gets categorised). The sheet makes both the iceberg and the communication gap visible.
⚠ If not maintained
First response time above 4h reduces repurchase probability by up to 22% (Zendesk). Without ticket categorisation, you can't distinguish between a fulfillment failure (3PL's responsibility) and a comms failure (brand's responsibility, fixed in 2 hours with an automation). Both get treated the same: which means neither gets fixed.
○ Offload✕ Eliminate
Download D6_Support_Tickets.xlsx
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You have the sheets.Whenever you are ready to interpret what the data is telling you, I am here.

BOOK A 30-MINUTE AUDIT CALL →
Pillar 1 · Data + Alliances → Decision Speed Pillar 2 · COGS → Gross Margin Pillar 3 · Inventory → Cash Flow Pillar 4 · Fulfillment → SLA / Cost / Returns Pillar 5 · Customer Support → CSAT / Repeat