The group's trade, against one plan.
Trading adds every brand up against the period before, last year and plan, from a week to a year, on the group's own financial year. Each plan card shows the month and the year to date, the projected finish and what is needed a day to reach the target.
Every brand's months against target, and the months ahead at their forecast.
Targets show the group's year by month against plan, then each brand by month, quarter and half. A month that has not started counts at its forecast, never at its target, so the year's projected finish is an honest one.
- The group's year against target
- Each brand by month, quarter and half
- Months ahead at their forecast
One target for the group, with spend free to move between brands.
Some groups plan to one summed target and move spend between brands as the season goes. Where a group's targets are pooled, its spend plan is the brands' targets added up, split across them by each brand's share of spend over the last 28 days, so the brands' projections add up to the group's target.
- One spend target for the group
- Split by each brand's recent share of spend
- Brand projections that add up to the group's
Ad spend plan, October
Targets pooled across the group
The group's spend target
£40,000
| Brand | Share of spend, last 28 days | Plan |
|---|---|---|
| Fellwick | 41% | £16,400 |
| Hesketh Row | 23% | £9,200 |
| Kestrow | 15% | £6,000 |
| Ashby Moor | 11% | £4,400 |
| Fleetmoor | 6% | £2,400 |
| Velloway | 4% | £1,600 |
| The brands' plans | Add up to the group's target | £40,000 |
The group's P&L, and each brand's own, one click apart.
The P&L is consolidated across the brands in the group's currency, on the group's financial year, with the group's shared costs apportioned to its brands. Open any brand for its own P&L, from net sales down to contribution after marketing and EBITDA.
- A consolidated P&L in the group's currency
- Shared costs apportioned to the brands
- Each brand's own P&L
Questions from multi-brand companies
Do we set targets for the group or for each brand?
Each brand keeps its own monthly targets, and the group's target is theirs added up. The group's pages read them on the group's financial year.
How is the projected finish worked out?
The same way for every brand, from the shape of the same month last year, the last three months and the month's run rate so far. The group's projection is its brands' projections added up.
What does pooling targets change?
Ad spend. The group's spend plan becomes the brands' spend targets added up, shared out by each brand's spend over the last 28 days, so moving budget between brands does not throw the plan out.
