Financials

💰 Tab 3: Financials

1. Gross Revenue (GMV) 📏

• What it is: The total dollar amount spent by TYB members during your selected time range. This is "Gross" revenue, meaning it is the total before discounts are applied.

• The Fine Print:It does not include taxes or shipping costs.

• How we track it: For an order to show up here, the user must have already joined your community, and their email address on TYB must match their email on Shopify.

• Why it matters: This is your primary "Proof of Value." It shows you exactly how much raw commerce is flowing through your loyal TYB fan base.

2. Net Revenue (NMV) 📏

• What it is: The actual revenue captured from TYB members after TYB and Non TYB discounts are subtracted.

• Why it matters: This is the take-home revenue. E-com managers can use it to report on TYB ROI. It includes all discounts, not only TYB discounts.

3. Total TYB Discounts 📏

• What it is: The sum of all discounts applied to orders where users redeemed their TYB coins.

• Why it matters: This shows the "cost" of your loyalty program. It allows you to see exactly how much of your margin is being reinvested into your most loyal fans.

4. Total Non-TYB Discounts 📏

• What it is: Any other discounts (e.g., a site-wide seasonal sale, "WELCOME10" codes, or manual CS credits) that were applied to orders placed by TYB members.

• Why it matters: This helps you distinguish between TYB-driven loyalty and general promotional spending outside of TYB.

5. Number of TYB Member Orders 📏

• What it is: The total count of orders placed by users who are part of your TYB community.

• Why it matters: This helps you understand how being part of the tyb community might impact order volume compared to non tyb members

6. Purchasers in the Community 📏

• What it is: The count of users in your community that have bought products in a given time period

• Fine Print: Cumulative count, not monthly new buyers

• Why it matters: Show you how many users in in your community are actively purchasing items.

7. Purchasers in the Community Graph 📊

• What it is: The count of users in your community that have bought products over time

• Fine Print: Cumulative count, not monthly new buyers

• Why it matters: This can give you directional evidence of how your TYB strategy is driving users to purchase.

8. Top Spenders 📏

• What it is: A table showing your MVP (Most Valuable Player) customers. It lists usernames ranked by their NMV (Net Merchandise Value) spend in descending order.

• Why it matters: These are your "Superbuyers."
• Action Item: E-com managers can use this list to reach out for exclusive 1-on-1 feedback, invite them to "VIP-only" events, or send them surprise gifts to continue to build loyalty.

9. TYB LTV Lift (%) 📏

• What it is: A percentage showing the increase in Lifetime Value (LTV) for TYB members compared to your average non-member customer. This is calculated by multiplying average order value and user’s order frequency

• Important Note: This is calculated based on Net Revenue (what they actually paid) and is displayed monthly to show long-term trends.

• Why it matters: This is the "Holy Grail" metric. It proves that a customer is worth more to your brand after joining TYB than they were before. It validates the platform as a retention engine, not just a discount hub.

10. Lifetime Value (NMV) - TYB LTV Lift Comparison (%) 📊

• What it is: A percentage showing the increase in Lifetime Value (LTV) for TYB members compared to your average non-member customer over a period. This is calculated by multiplying average order value and user’s order frequency

• Important Note: This is calculated based on Net Revenue (what they actually paid) and is displayed monthly to show long-term trends.

• Why it matters: This is the "Holy Grail" metric. It proves that a customer is worth more to your brand after joining TYB than they were before. It validates the platform as a retention engine, not just a discount hub.

11. Number of TYB Shop Sales 📊

• What it is: number of sales made on TYB app through the TYB shop

• Why it matters: Being able to report to leadership on how the TYB sales channel is doing and track early access performance.

12. TYB Shop Sales (GMV) 📏

• What it is: Total GMV driven by sales on the TYB app through the TYB shop

• Fine Print: this number includes sales made by TYB members who used an email that is not associated with their account. If you are a brand in coin mode, you may see a total GMV that is lower than the TYB shop GMV.

• Why it matters: The number of sales together with the GMV give you some data around how the TYB shop is doing for the brand as a sales channel.

13. TYB Shop Sales (GMV) 📊

• What it is: Total GMV driven by sales on the TYB app through the TYB shop each month.

• Why it matters: Seeing sales by month allows you to segment if certain actions in a month moved the needle on sales.

💡 Pro-Tips for Finance & E-com Directors:

• The "LTV" Story: When reporting to your CEO or CFO, focus on the LTV Lift. This shows that even though you are giving out discounts (the "cost"), the customers are spending more over time, making the "Customer Acquisition Cost" (CAC) much more efficient.

• Stacking Discounts: Monitor the Non-TYB Discounts closely. If this number is high, your members might be waiting for site-wide sales rather than using their TYB coins. You might want to launch a "TYB-Only" exclusive product to drive coin redemption!