HWLF Financial Flash Report — July 1

Flash report · July 01 – July 05, 2026 · 456 orders

Cash updated Jul 8, 2026

Green — on or above target Yellow — caution, within 10% of target / cash tight Red — beyond 10% off target or below cash floor

Cash Balance · wk of Jun 29 Below floor

$35,199

▼ $64,801 below floor vs. $100,000 minimum cash floor
▲ recovered from $13,060 (wk of Jun 22) — but stays under floor across the forecast

Revenue · Jul 1–5 Under goal

$40,835

Weekly run-rate $57,169/wk ▼ 42.8% under goal
vs. $100,000/wk target · gross sales (product + shipping + protection)
5-day payout window — early-month volume runs light

Contribution Margin Basis mismatch

$2,983 · 7.3%

⚠ understated — read note vs. 23.0% target
Ad spend ($14,964) covers all 1,412 orders placed Jul 1–5, but revenue here is only the 456 payout-matched orders. On a 5-day window this gap crushes the margin — not a true period margin.

Secondary metrics

AOV

$56.78

Lifetimely · blended

Blended CAC

$19.14

Lifetimely · all channels

Blended ROAS

5.06×

Lifetimely · MER

Fulfillment % of gross

7.3%

ShipBob ÷ gross sales

Avg Product COGS / order

$19.31

$8,805 ÷ 456 orders

Discounts % of gross

22.5%

$9,202 ÷ gross sales

Financial tracker · July 01 – July 05, 2026 · 456 orders

Section 1 · Ending Cash — 4 actuals + 8 forecast weeks

Cash sits below the $100K floor and 6 of the next 8 forecast weeks stay below it.

The latest actual week (Jun 29) ended at $35,199 — up from the $13,060 low the week of Jun 22, but still $64.8K under the floor. Only two forecast weeks recover above $100K (Jul 20 & Jul 27, on the back of expected payouts) before cash slides again. Projected low across the 8-week horizon: $23,396 in the week of Aug 24. The model turns negative just beyond the window (−$14,203 the week of Aug 31), so deposit timing and scheduled card/loan paydowns are worth pressure-testing now. Reflects the 13-Week Cash Flow model as of Jul 8.

Ending cash by week

13-Week Cash Flow · Ending Cash · last updated Jul 8, 2026

Actual — solid line (4 wks) Forecast — dashed line (8 wks) $100K floor ● Green ≥ $100K ● Red below floor

Section 2 · Truncated P&L

Revenue	% of gross	USD
Product gross sales	92.6%	$37,801
Shipping income	5.7%	$2,345
Package protection	1.7%	$689
Gross sales	100%	$40,835
Cost of goods & direct costs
Discounts	22.5%	−$9,202
Product cost (COGS)	21.6%	−$8,805
Fulfillment (ShipBob)	7.3%	−$2,972
CC / merchant fees	2.3%	−$926
Returns PARTIAL	2.4%	−$983
Packaging materials GAP	—	—
Bundle SKU costs PARTIAL	—	—
Product margin	44.0%	$17,947
Marketing
Ad spend (Lifetimely) FULL-PERIOD	36.6%	−$14,964
Contribution margin (goal 23.0%)	7.3%	$2,983

Why contribution margin looks thin.

Every line above Product margin is filtered to the 456 payout-matched orders. Ad spend is the exception — it's the Lifetimely actual for all 1,412 orders placed Jul 1–5. Over a full month these two order sets roughly line up; over a 5-day payout window they don't, so the 36.6% ad-spend ratio (and the 7.3% contribution margin) are overstated as costs / understated as margin. Product margin (44.0%) is the cleaner read for the period.

Section 3 · Revenue flow

How gross sales becomes contribution margin

Bands sized by dollar amount · revenue in green, costs in red/orange · contribution margin (what's left over) sits at the bottom in dark green