# Meet Hugo
I tell you which SKUs actually make money.

I watch contribution margin, ROAS, and cohort LTV by SKU and channel — every variable cost factored in. I tell you which products and channels are actually making money.

## Salary Details
Replaces: **Revenue Analyst** · $85K–$120K/yr

### Performance Metrics
- Contribution margin · May 4 Blended 24%
- Shopify DTC: $142K gross, 32% Profitable
- Amazon FBA: $98K gross, 11% Tight
- Walmart: $24K gross, −4% Losing money

## True Contribution Margin
- ROAS validated against actual margin, not vanity
- Cohort LTV by acquisition channel
- Returns and chargebacks subtracted automatically
- Ad spend reconciled to actual revenue
- Shopify + Amazon + Meta + Google integrations

## The Questions You Keep Asking Yourself
### “Which channel is actually profitable?”
Revenue is a vanity metric — Hugo ranks channels by contribution margin after every variable cost (fees, shipping, returns, ad spend). The bottom-of-the-list channels are usually the ones eating your cash.

### “Why does Meta show 4x ROAS but we're losing money?”
Because platform ROAS counts revenue, not contribution. Hugo recalculates ROAS using true contribution margin — fees, COGS, returns, shipping all in. The 4x ROAS often becomes 0.8x once the math is honest.

### “Which SKUs should I drop?”
SKU-level P&L updated daily. Hugo flags products that look like winners on revenue but lose money after fees and returns — and tells you which ones to discount, push, or kill outright.

## The Old Way vs. Hugo's Way
### The Old Way
- Gross margin calculated at the product level — marketplace fees, shipping, and returns ignored
- ROAS measured on ad spend alone, without accounting for COGS, fees, or returns on those orders
- Channel profitability guessed at based on revenue, not calculated after all variable costs
- SKU-level profitability unknown — top-line winners might be bottom-line losers after fees
- Decisions about which products to promote or which channels to invest in based on revenue, not contribution margin

### Hugo's Way
- True contribution margin calculated per SKU per channel — COGS, landed costs, marketplace fees, shipping, and returns all factored in
- ROAS recalculated after all variable costs — you see the real return, not the vanity metric
- Channel profitability ranked by contribution margin: Amazon vs. Shopify vs. wholesale vs. retail, side by side
- SKU-level P&L updated daily — you know which products to push, which to discount, and which to kill
- Promotion recommendations based on margin, not revenue — Hugo tells you what to promote and where

## What Hugo Delivers
- **True margin per SKU**: Contribution margin per SKU after every variable cost — landed COGS from Theo, marketplace fees, shipping, returns, ad spend. Know which products to push, which to discount, which to drop.
- **Multi-channel P&L**: Channel-by-channel profitability ranked honestly. Shopify DTC at 42% margin, Amazon at 11%, Walmart at -4% — the bottom-of-list channel is usually the one quietly eating your cash.

## Seller Models
### How Hugo Helps Every Type of Seller
- **Marketplace**: True ROAS per channel after every fee and return. Platform-reported ROAS lies; Hugo's contribution-margin math doesn't.
- **Private Label**: Per-SKU contribution margin including landed cost from Theo.
- **DTC**: Cohort LTV by acquisition source, repeat-purchase rates per SKU, channels ranked by what actually pays back.

## Hugo Doesn't Work Alone
Your AI finance team is six specialists working together. Hugo's work feeds into the rest of the team — and theirs feeds into Hugo's.

## Questions About Hugo
**What's included in Hugo's contribution margin calculation?**  
Everything variable: COGS (including landed costs from Theo), marketplace referral and fulfillment fees, shipping costs, return and refund costs, and allocated ad spend. What's left is your true contribution margin — the money that actually covers your fixed costs.

**How is Hugo different from other finance automation tools?**  
Finance automation tools show you margins. Hugo tells you which SKUs to promote and which channels to cut. The difference is prescriptive action.

**Can Hugo break down Amazon fees by type?**  
Yes. Hugo separates referral fees, FBA pick-and-pack fees, storage fees, advertising costs, and return processing fees per SKU.

**How often is the data updated?**  
Daily. Hugo pulls sales, fees, returns, and ad spend data every day so your contribution margins reflect yesterday's reality, not last month's.