Your Market. Your Goals. Our Playbook.

The navy bar at the top is your control center. The A, B, C circles switch between investment levels — tap one to select it. The % is editable — tap, type a new rate, everything recalculates live. The button on the right opens a drawer where you pick what to analyze: one wine, all focus wines, the full portfolio, a program, or a custom combo.

The small gear icon in the chart header reveals three buttons: 80% (what if you miss?), 100% (the plan), 120% (what if you beat it?). Tap one and the whole page updates — chart, gauges, callout, ROI.

The navy box between the chart and gauges is the bottom line. “You make your money back by Month 4 with 1,340 extra cases to spare” — that’s the answer. The second line shows monthly pace and when revenue and profit each cover the investment. Red means you need more volume than planned.

Ex-Cellar / Btl is the per-bottle price. Revenue / Case multiplies that by 12 bottles. COGS is editable — the default is 70% of revenue, producing roughly a 30% gross margin. GP / Case is what actually pays back the investment — this is the number that matters most.

Investment per case appears below the investment total. This is the critical number to compare against GP / Case. At $19.80 per case against $20 GP per case, almost everything earned goes back in. The margin for error is razor-thin.

The navy box shows the return on every dollar invested. A 3.0x means $3 of gross profit for every $1 spent. Above 1x = net positive. At 1x = breaking even on paper, but the risk is real. Below 1x = spending more than earning.

Three lines tell three stories simultaneously. The copper dashed line runs flat across — total investment, committed upfront. The blue line starts at zero and climbs — cumulative revenue from incremental cases, month by month. The green line also starts at zero but climbs slower — cumulative gross profit, which accounts for COGS.

The colored dots mark where each line crosses the investment. Everything to the right of that crossover is profit. If the green line barely reaches the copper line at Month 12, perfect execution is needed all year.

Below the chart, the navy callout translates the lines into plain English — when you get your money back and how much room you have. The second line shows monthly pace and the exact month each line crosses the investment.

The navy gauge shows how many cases are needed for top-line revenue to cover the investment. The arc fills based on what percentage of the growth target break-even represents. Under 100% means break-even lands before the goal — that’s good.

The copper gauge is the harder test — using actual profit per case, not just revenue. It always requires more cases than revenue break-even because GP per case is less than revenue per case. Over 100% turns red — more cases than the target are needed to break even.

The badge below each gauge shows exactly how many cases of cushion exist (green) or how many more are needed beyond the target (red). The bigger the surplus, the safer the investment.

Revenue / Case = Ex-Cellar × 12 bottles
COGS / Case = 70% of Revenue (editable)
GP / Case = Revenue − COGS

Investment = Incremental Revenue × A&P Rate
Investment / Case = Investment ÷ Incremental Orders

Revenue B-E = Investment ÷ Revenue/Case
GP$ B-E = Investment ÷ GP/Case
Surplus = Incremental Orders − GP$ B-E cases

ROI Multiple = (Incremental Orders × GP/Case) ÷ Investment
B-E Month = B-E Cases ÷ (Incremental Orders ÷ 12)

Investment per case vs GP per case. This is the single most important comparison on the page. When GP is 3× the investment per case, there’s room to miss the target and still come out ahead. When they’re close, perfect execution is required — every case counts.