Wasim Anjum
Ecommerce Unit Economics Analyst
Contribution margin, cohorts and cash for direct-to-consumer brands.
I reconcile what your ad platforms and email tool claim against what actually reached your bank, and turn that into a monthly P&L split by new and returning customers — so you know which spend is really working.
I never see a customer's name.
Two minutes, no email, nothing leaves your browser:How much of your revenue are your platforms counting twice?
What I do
- Reconcile what the ad platforms and email tool claim against actual sales and bank payouts, then contribution margin after every cost, by channel, product, discount code and country.
- Buyers or customers — whether discount-acquired customers ever buy again at full price, and what they are worth at twelve months against full-price first orders.
- The CAC ceiling — the most a brand can afford to pay for a customer, and where the last krona of ad spend stops paying.
- The cash cost of growth — the working capital a growth rate needs when ads are paid up front and stock is bought months ahead.
- A monthly Contribution P&L, acquisition and retention side by side, reconciled to the bank, with a ledger of every finding and what it was worth.
How I work
- I work from your order export — Shopify, WooCommerce or any other store that can export its orders — your product costs and your ad spend.
- You keep your customers' names: a small file runs on your own computer and replaces every email, phone number and address with a code before anything leaves you.
- I work with two brands at a time, each between SEK 5m and 30m a year in sales.
What I don't do
- I don't manage ads, run campaigns or touch your store.
- I don't need logins to your ad accounts or your email tool — exports are enough.
- I don't sell software, and I'm not reselling someone else's dashboard.
- I don't take on a brand I can't help; if the numbers say your problem is elsewhere, I'll tell you in the first week.
Why nobody has already told you this
Every store already pays several people to look at its numbers. None of them is paid to check whether the numbers are true.
| Who you already pay | What they're paid to do |
|---|---|
| Your accountant | Close the books. Contribution margin by channel isn't in scope, and ecommerce mechanics aren't their trade. |
| Your agency | Run the ads. Their metrics describe their own work, and netting their claims against your bank statement is arguing against their renewal. |
| A fractional CFO | Cash, funding and board packs. Different job, different price, and they want bigger brands than yours. |
| Your dashboard tool | Display what the platforms report. It ingests the claims as fact, which reproduces the problem rather than finding it. |
The seat is empty by construction. That's the work I do.
How an engagement runs
- Month one: I reconcile your last twelve months and deliver the contribution P&L and cohort view. If it isn't useful, we stop there.
- Then monthly: the same P&L each month, plus whatever question that month's numbers raise.
- From month three, a 13-week cash forecast.
- USD 1,500 per month. No setup fee, no minimum term, one month's notice either side.
- Two brands at a time, so the answer is always mine and always current.
Background
Fifteen years in finance. Since 2012 I have run finance, procurement and supplier relations for a Dubai consumer-products company with two brands selling across Shopify, WooCommerce, marketplaces, consignment and corporate orders, with product imported from China. I work from Pakistan — four hours ahead of Stockholm in winter, three in summer, so most of your working day overlaps with mine.
This work started there. Our CEO sat through an agency presentation of impressions and click-through rates, then came to my office and asked what any of it had actually put in the bank. I built the answer. I have been building it ever since.
Ecommerce CFO firms bundle seven functions and start around USD 3,000 a month for brands above USD 3–5 million. I do one of those functions — unit economics — fully, and cash forecasting in a light form, for brands they don't take. Not fundraising, banking, exit preparation or statutory work; your accountant keeps those.
ICAP Chartered Accountancy Intermediate (2007); B.Com.
Free tool
How much of your revenue are your platforms counting twice?
Six numbers, one minute, nothing sent anywhere.
Contact
Email is fine for a first question — you don't need to book anything.
Or book fifteen minutes to talk through your numbers.