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Free tools you can run by hand.

The plays we measure with controlled experiments, written up as operator field guides. Each one runs in an afternoon on your own numbers, no access required. Free, in exchange for an email.

The year ahead

The 2026 DTC Field Guide

Five challenges every DTC brand will face this year, and the reason they're all the same number. Five short worksheets you run on your own Shopify numbers, in the order they compound.

5
challenges
5
worksheets
one number
underneath
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Returns

The Returns Self-Audit

The four customer profiles, the fraud-versus-abuse signals to watch, and a fill-in worksheet to compute net contribution after returns on your own numbers.

4
profiles
20–40%
cost of a return
1 afternoon
to run
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Retention

The Second Purchase Manual

The economics of the one-time buyer wall, a selection scorecard you can build in Klaviyo this week, the flow to run, and the honest way to measure it.

4 in 5
buy once
5–9×
multiplier
8 pages
no filler
Get the guide

More guides ship alongside the Insights that prompt them. Each is the manual version of a play; the model runs it on your whole book.

The guides show you how. The model shows you who.

Running these by hand finds part of the answer. Forward CLV scores every customer by what they will contribute next, net of returns, and keeps it current. It starts with the free diagnostic, on your own data.

Request your free CLV analysisSee how it holds up

Read-only access · No deck required · You keep the analysis either way