Key Performance Indicators

Key Insights from the Dashboard

Overall Performance

Total Sales: $55.4M

Total Profit: $31.6M

Average Price: $296.5

Total Orders: 251K

> The business shows strong profitability, with profit representing a significant portion of

total sales — indicating efficient cost control or healthy margins. ---

Sales by City

Top-performing cities in Sales appear to be:

Vancouver

Waterloo

York

Cities with lower sales:

Victoria

Elora

> Sales are concentrated mainly in a few key cities, suggesting potential expansion

opportunities in lower-performing areas. ---

Profit by Region

Pie chart shows:

United States dominates profit share (≈ 66%)

Europe contributes a smaller portion (≈ 19%)

South America has the lowest share (≈ 14%)

> The U.S. is the core profit driver, while South America may need marketing push, better

pricing strategy, or cost optimization. ---

Profit by Product Category

Top profit categories:

TV & Video: Highest profit

Computers: Second highest

Cameras & Office Supplies: Lowest

> Profit is heavily dependent on a few categories (TV, Video, Computers).

Product diversification or improvement in low-profit categories could balance revenue. ---

Profit by Channel

Channels performance:

Store Channel is the most profitable (≈ $15M)

Online Channel is second

Reseller & Catalog have significantly lower profit

> Physical stores are driving most of the profit, while reseller and catalog channels may

need strategy revamp. ---

Quick Actionable Business Recommendations

1. Strengthen Weak Regions

Focus marketing and inventory optimization in South America & Europe.

2. Boost Low-Profit Product Categories

Revisit pricing, promotions, and margins for Cameras & Office Supplies.

3. Channel Optimization

Explore why Reseller and Catalog underperform — maybe distribution cost, discounts, or

weak partners.

4. City-Level Opportunities

Grow presence in Victoria & Elora through targeted campaigns.