Own-Brand E-commerce
A practical business plan template for launching as a own-brand e-commerce. All figures are pre-filled realistic estimates — replace them with your own numbers using the Prévio spreadsheet.
Executive Summary (Template)
Replace brackets with your details.
[Name] launches as a own-brand e-commerce serving [target audience].
Mission: [one-line promise].
Year-1 objective: $92 200 revenue, break-even in month 4.
Model: [main revenue type] + [secondary stream].
Key differentiator: [why you, why now].
Market Snapshot
DTC brands with private-label products command 45–65% gross margins vs. 15–30% for dropshipping (estimation), at the cost of inventory investment ($3k–$10k initial stock). Repeat-purchase categories (skincare, food, accessories) build compounding LTV.
Offer & Pricing
- AOV: $40–$70
- Gross margin: 55–65%
- Subscription option lifts LTV 30%+
Marketing Plan (3 Channels)
Three acquisition channels, started in this order:
1. Instagram/TikTok brand content + UGC creators
2. Google Shopping + branded search ads
3. Influencer seeding program (micro-influencers, product-for-post)
3-Year Forecast
| Month | M1 | M2 | M3 | M4 | M5 | M6 | M7 | M8 | M9 | M10 | M11 | M12 | Y1 |
| Revenue | 600 | 2 000 | 3 800 | 5 400 | 6 800 | 8 000 | 9 000 | 9 900 | 10 700 | 11 400 | 12 000 | 12 600 | 92 200 |
| Fixed costs | 1 400 | 1 400 | 1 400 | 1 400 | 1 400 | 1 400 | 1 400 | 1 400 | 1 400 | 1 400 | 1 400 | 1 400 | 16 800 |
| Variable costs | 288 | 960 | 1 824 | 2 592 | 3 264 | 3 840 | 4 320 | 4 752 | 5 136 | 5 472 | 5 760 | 6 048 | 44 256 |
| Net result | -1 088 | -360 | 576 | 1 408 | 2 136 | 2 760 | 3 280 | 3 748 | 4 164 | 4 528 | 4 840 | 5 152 | 31 144 |
| Cumulative | -1 088 | -1 448 | -872 | 536 | 2 672 | 5 432 | 8 712 | 12 460 | 16 624 | 21 152 | 25 992 | 31 144 | — |
| Year | Revenue | Costs | Net Result |
| Year 1 | $92 200 | $61 056 | $31 144 |
| Year 2 | $165 000 | $96 840 | $68 160 |
| Year 3 | $205 000 | $116 922 | $88 078 |
Break-even Analysis
Break-even is reached in month 4, when cumulative profit turns positive.
- Fixed costs: $1 400/month · Variable costs: 48% of revenue
- Contribution margin per euro/dollar of revenue: 52%
- Break-even revenue: $2 692/month ≈ $2 692 monthly revenue
- Reached in month 3 in the model below.
Risks & Mitigations
- Client concentration — No client should exceed 30% of revenue; keep prospecting even when busy.
- Price race to the bottom — Compete on specialization and outcomes, never on hourly discounting.
- Income volatility — Hold 3 months of fixed costs in reserve; push retainers/subscriptions.
- Burnout / capacity ceiling — Productize offers and raise prices instead of adding hours.
- Platform dependency — Never let one platform exceed ~50% of lead flow; build an email list.
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Figures marked “estimation” are indicative market estimates, not audited data. This document is a planning template, not financial advice.