Total Revenue
$149,275
All-time
Total Orders
157
$951 avg order
Active Customers
66
729 SKUs
Q1 2026
$45,087
+56% vs Q4 2025
Monthly Revenue
Quarterly Performance
Module Status
Sales
Live
Inventory
Live
Production
Live
Marketing
Building
Influencers
Live
QBR
Planned
Deal Pipeline
Building
Market Brief
Live
Competitors
Margins
Geography
Seasonal Demand
Live
All Reps
Aidan Thomas
Total Revenue
$149,275
All-time
Total Orders
157
$951 avg order
Active Customers
66
729 SKUs
Q1 2026
$45,087
+56% vs Q4 2025
Monthly Revenue
Quarterly Performance
New vs Returning Customers
Monthly Detail
| Month | Revenue | Orders | Customers | Avg Order |
|---|
Monthly Revenue — Aidan Thomas
Quarterly Performance — Aidan Thomas
New vs Returning Customer Revenue — Aidan Thomas
Q1 2026 vs Q1 2025
272.6%
$45,087 vs $12,100
Returning Rev Share (Mar '26)
81.5%
$8,992 of $11,039
Avg Monthly Rev (Last 3 Mo)
$15,029
Jan-Mar 2026 average
Showing Aidan Thomas's wholesale accounts. As additional sales reps are added, their data will appear in separate tabs.
Total Customers
66
66 active
Total Revenue
$149,275
All-time
Avg Customer Value
$2,263
Per customer
Avg Order Value
$951
157 orders
Top 15 Customers
Customer Segments
Reorder Health — Accounts Needing Follow-Up
Real customer data from accountant invoices (Jan 2023 – Mar 2026). 54 total customers, showing top at-risk, watch, and healthy accounts.
| Customer | Last Order | Days Ago | Invoices | Lifetime Rev | Status | Action |
|---|---|---|---|---|---|---|
| Tuppen's Marine | Dec 2025 | 120 | 7 | $11,381 | At Risk | $11.4K top account — 120 days cold — URGENT |
| ERRA Marine | Nov 2025 | 128 | 7 | $7,037 | At Risk | 7 orders, $7K lifetime — was active, now cold |
| Marlin Marine | Sep 2025 | 191 | 1 | $7,482 | At Risk | $7.5K single order gone quiet — high priority outreach |
| Keyport Bait & Tackle | Dec 2025 | 103 | 2 | $4,045 | At Risk | $4K — check if catalog mailing prompted reorder |
| Mud Hole Custom Tackle | Jan 2026 | 79 | 17 | $6,222 | At Risk | 17 invoices — most active by count — must re-engage |
| Snook Nook | Jan 2026 | 82 | 6 | $3,611 | At Risk | 6 orders — was consistent, now 82 days gap |
| Dogfish Tackle | Feb 2026 | 60 | 10 | $15,434 | At Risk | $15.4K — #1 account by revenue — follow up NOW |
| El Capitan | Feb 2026 | 38 | 20 | $14,102 | Watch | 20 orders, $14.1K — most loyal account — due for reorder |
| The Tackle Box | Feb 2026 | 52 | 5 | $7,143 | Watch | $7.1K, 5 orders — solid account going quiet |
| Miami Fishing Supply | Feb 2026 | 44 | 6 | $6,538 | Watch | $6.5K, 6 orders — check on spring restock |
| CHAOS Fishing Rods | Mar 2026 | 17 | 15 | $4,508 | Healthy | 15 orders — consistent buyer, nurture relationship |
| Fisherman's Center | Mar 2026 | 10 | 11 | $9,178 | Healthy | $9.2K, 11 orders — top account, keep momentum |
| Outcast Bait & Tackle | Mar 2026 | 9 | 1 | $12,540 | Healthy | $12.5K single order — huge, confirm reorder cadence |
| Offshore Tackle & Repair | Mar 2026 | 8 | 7 | $9,762 | Healthy | $9.8K, 7 orders — strong recurring customer |
| DeBrooks Fishing Corner | Mar 2026 | 5 | 2 | $1,898 | Healthy | New account — ordered 5 days ago |
Source: Accountant invoice data (Jan 2023–Mar 2026). 54 total customers tracked. At Risk = 60+ days | Watch = 30-60 days | Healthy = within 30 days. 33 accounts currently at risk, 6 on watch, 15 healthy.
Customer Detail
| # | Customer | Revenue | % Total | Orders | Avg Order | First | Last | Months |
|---|
Total Categories
10
Top categories
Total Products
729
All SKUs
Total Revenue
$149,275
All-time
Avg Product Price
$205
Top 15 products
Category Revenue Mix
Top 10 Categories
Top 5 Categories — Trend
Top 15 Products
| # | Product | Revenue | Units | Customers | Avg Price |
|---|
Data Source
Google Sheets
Auto-synced every Monday
Status
Connected
Live data feed active
Last Sync
Apr 6
2026
Pipeline View
Coming
Deal stages & forecasting
Deal Pipeline — Building
📊
Pipeline visualization loading from Google Deals Sheet.The Monday auto-deploy pulls the latest deals data from the Bluewing Deals Sheet. This module will visualize deal stages, expected close dates, pipeline value, and win rates as data accumulates.
Stage Tracking
Prospect → Quote → Negotiation → Won/Lost with deal values at each stage.
Revenue Forecast
Weighted pipeline value based on stage probability for 30/60/90-day forecasts.
Win Rate Analysis
Close rates by customer segment, product category, and deal size.
Total UPCs
2,769
Tracked items
Total Units
106,965
In stock
Active Wholesale SKUs
393
Managed SKUs
UPC Match Rate
89%
Sales/warehouse sync
Current Inventory Snapshot
Week of April 13, 2026 — sourced from latest IMS export. Pie charts show distribution by product category and warehouse location.
Units by Product Category
Units by Warehouse Location
Inventory Value by Location
Inventory Value by Category
Week-over-Week Changes
Notable inventory movements since last IMS snapshot. Highlights SKUs with significant increases or decreases to flag replenishment arrivals, fast sellers, and potential issues.
| Product | Category | Last Week | This Week | Change | % Change | Signal |
|---|
How to Read This Tab
This tab provides a snapshot of current inventory health. Pie charts show how inventory is distributed across categories and warehouse locations (Boca Raton, FL and New Jersey). The week-over-week table flags notable stock movements — green rows indicate replenishment arrivals, red rows indicate fast depletion that may need attention. For critical stock alerts and production planning, see the Production tab.
Critical Items
30
Need attention
30-Day Demand
—
Units to produce
90-Day Demand
—
Quarterly forecast
Lead Time
2.5-3 mo
Factory to warehouse
Smart Critical Items (Top 30)
Items most at risk of going out of stock, ranked by a weighted score of revenue velocity, stock-out urgency, unit price, and customer breadth. These are the SKUs that need production action now.
| Rank | Product | Category | On Hand | Mo. Velocity | Days Supply | 6-Mo Revenue | Price | Customers | Score | Priority |
|---|
Rolling 90-Day Production Forecast
For each critical item above, here's the production action plan — how many units are needed over the next 30 and 90 days to prevent stock-outs and maintain supply.
| Rank | Product | On Hand | Mo. Velocity | Est. Stock-Out | 30-Day Need | 90-Day Need | Priority |
|---|
Scoring Methodology & Lead Time
Revenue Velocity (35%): Monthly sales velocity indicates demand strength and revenue impact. Fast-moving items score higher.
Stock-Out Urgency (30%): Items with low days supply (under 30) are prioritized to prevent stock-outs. Zero on-hand inventory gets highest urgency.
Unit Price (20%): Higher-priced items have greater financial impact per unit, affecting production priority.
Customer Breadth (15%): Items sold to more customers indicate broad market coverage and reduce single-customer dependency.
* UPC Mismatch Flag: Asterisks mark items with potential UPC mismatch between sales and warehouse systems. Inventory shown as 0 may not reflect actual stock—verify with warehouse.
Lead Time: Factory to warehouse is 2.5–3 months. Orders placed today arrive approximately July 2026. Prioritize high-velocity items with critical days supply immediately.
Stock-Out Urgency (30%): Items with low days supply (under 30) are prioritized to prevent stock-outs. Zero on-hand inventory gets highest urgency.
Unit Price (20%): Higher-priced items have greater financial impact per unit, affecting production priority.
Customer Breadth (15%): Items sold to more customers indicate broad market coverage and reduce single-customer dependency.
* UPC Mismatch Flag: Asterisks mark items with potential UPC mismatch between sales and warehouse systems. Inventory shown as 0 may not reflect actual stock—verify with warehouse.
Lead Time: Factory to warehouse is 2.5–3 months. Orders placed today arrive approximately July 2026. Prioritize high-velocity items with critical days supply immediately.
Total Contacts
663
In HubSpot CRM
Total Companies
1,126
Tracked accounts
New This Month
15
8 contacts + 7 companies (Apr)
Added in March
79
43 contacts + 36 companies
CRM Growth Summary
| Metric | Total | March 2026 | April 2026 (MTD) |
|---|---|---|---|
| Contacts | 663 | +43 | +8 |
| Companies | 1,126 | +36 | +7 |
| Deals | 1 | — | — |
Recent Companies Added (April 2026)
| Company | Website | Stage |
|---|---|---|
| Half Moon Bay Fishing | hmbfishing.com | Lead |
| Performance Tackle | performancetackle.com | Lead |
Showing most recent additions. Full data available in HubSpot.
CRM Health Check
| Contact-to-Company Ratio | 0.59 contacts per company |
| Data Source | HubSpot CRM (Live API) |
| Last Synced | April 6, 2026 |
| March Growth Rate | +7.0% contacts, +3.3% companies |
| April Pace (3 days in) | On track for ~80 contacts, ~70 companies |
Catalog Mailing Campaign
Outreach to 750+ US tackle shops with curated product catalogs and collateral materials.
Target Shops
750+
US-based tackle retailers
Campaign Status
In Progress
Data prep & validation
Target Date
Apr 13
HubSpot import
Progress
45%
Data validation phase
Campaign Phases
Data Cleanup
Remove duplicates, standardize addresses, verify contact info.
Enrichment
Add missing phone numbers, verify mailing addresses, segment by region.
HubSpot Import
Import clean list to HubSpot CRM, create campaigns & track responses.
Content Materials
Catalog Package
Product catalog with high-res photography, pricing by volume tier, seasonal availability, and new product highlights. Includes QR codes linking to product videos and wholesale inquiry forms.
Direct Mail Kit
Full-color 8.5x11 tri-fold brochure with key product categories, company overview, sales contact info, and special offer codes for first-time orders.
Owned Channels
Instagram
1,539
Followers · 511 posts · @bluewingfishing
Facebook
3,800
Followers · @BlueWingFishingTackle
TikTok
1,896
Followers · 8,915 likes · @bluewing.fishing
YouTube
409
Subscribers · 221 videos
Channel Performance
| Platform | Followers | Content | Engagement | Link |
|---|---|---|---|---|
| 1,539 | 511 posts | — | View | |
| 3,800 | Page | — | View | |
| TikTok | 1,896 | Videos | 8,915 likes | View |
| YouTube | 409 | 221 videos | — | View |
| Total Owned Reach | 7,644 | Combined followers across all platforms | ||
Bluewing vs Competitors — Social Footprint
Total followers across IG, Facebook, YouTube & TikTok. AFTCO and Mustad dominate with 400K+ combined. Bluewing's 7.6K social footprint is growing — closing the gap on niche competitors like TACO (6.5K) while Rupp (19.4K) and Fathom (62.6K) remain targets.
Influencer Partnerships
Active Partners
0
Add influencer handles below
Total Partner Reach
—
Weighted social footprint
Bluewing Mentions
—
Posts featuring Bluewing products
Est. Impressions
—
From influencer content
Influencer Roster
🎣
No influencers tracked yet.When you add influencer handles, this table will show each partner's platform, follower count, posts featuring Bluewing, estimated reach, and engagement rate.
How it works: Share an influencer's Instagram/TikTok/YouTube handle, and the weekly auto-update will pull their latest follower count and calculate Bluewing's total weighted influence footprint.
Weighted footprint = owned followers + (partner followers × engagement rate)
Total Influence Footprint
| Owned Social Reach | 7,644 | Instagram + Facebook + TikTok + YouTube |
| Partner Weighted Reach | 0 | No influencer partners tracked yet |
| Total Weighted Footprint | 7,644 | Grows as influencer partnerships are added |
Week Of
Apr 13
2026 · Weekly market brief
Season Status
Spring
Peak offshore season approaching
Headlines This Week
6
Industry sources monitored weekly
Weekly Market Brief — Week of April 13, 2026
Regulatory
California Opens Commercial Salmon Fishing After 4-Year Ban
Federal managers voted to reopen commercial salmon waters off California for the first time since 2022, driven by population recovery from recent wet winters and Klamath River dam removal. Commercial fishing begins May 2026 with day limits and quotas. Increased West Coast commercial activity could drive demand for terminal tackle and rigging. Source →
Regulatory
NOAA Expands Atlantic Commercial Fishing Zones
Effective April 3, NOAA rescinded regulations prohibiting commercial fishing in Northeast Canyons and Seamounts Marine National Monument. The expansion opens previously restricted deep-water zones — directly relevant to Bluewing's deep drop lights, terminal tackle, and offshore rigging categories. Source →
Trade Show
ICAST 2026 Adds Retailer Lounge & Expanded Networking
ICAST 2026 (July 13-17, Orlando) introduces a new Retailer Lounge for tackle buyers plus revamped seminars on sustainable innovation. 13,000+ attendees expected from 75 countries with a 24-category New Product Showcase. Key for Bluewing — the retailer-focused additions make this even more valuable for wholesale lead generation. Source →
Seasonal Opening
Halibut & Black Sea Bass Seasons Underway
Washington halibut opened April 2 (Puget Sound), coastal waters follow April 30. South Atlantic black sea bass (federal) opened April 1 through March 2027. Summer flounder (fluke) opens May 1 in Mid-Atlantic states. Rolling spring openings create sustained reorder waves at tackle shops — expect continued demand for terminal tackle, hooks, and leader. Source →
Industry Trend
Tackle Market Shifts Toward Smart Tech & Sustainability
Global fishing tackle market projected at $14.3B (2026) growing to $20.8B by 2035. Over 35% adoption of eco-friendly materials and smart gear (Bluetooth alarms, smart rods, sonar). Premiumization trend driving demand for lightweight, high-strength, corrosion-resistant components. Kayak fishing segment outperforming boat-based — worth monitoring as a potential new channel. Source →
Industry Trend
Commercial Fishing Market on Track for 9% Annual Growth
Commercial fishing market valued at $178B (2025), projected to reach $328B by 2032 at 9.12% CAGR. Growth drivers include fleet modernization, digitalization, sustainability mandates, and supply chain traceability. Reinforces the case for Bluewing to build out commercial-grade product lines alongside wholesale. Source →
Monitored Sources
Fishing Tackle Retailer
Industry news
Angling International
Global trade
InTheBite
Tournament/offshore
ICAST / ASA
Trade shows
Wired2Fish
Product launches
Coastal Angler
Regional reports
On The Water
Fishing reports
Marlin Magazine
Big game fishing
These sources are scanned every Monday as part of the automated weekly pull. The brief covers fishing world news, industry changes, and discussions relevant to Bluewing's wholesale business.
Shows Tracked
18
Domestic & international events
Next Up
Orange Beach
May 12-16, AL · Billfish Classic
Biggest Event
ICAST
Jul 14-17, Orlando · 13K+ attendees
High Priority
9
Must-attend or must-monitor shows
2026 Annual Trade Show Calendar
Offshore fishing, tackle trade, and boat show events relevant to Bluewing's product line and customer base. Sorted chronologically. Priority = alignment with Bluewing's categories and wholesale distribution.
| Date | Event | Location | Type | Priority | Why It Matters |
|---|
Shows by Quarter
Upcoming Shows (Next 90 Days)
International Opportunities
| Date | Event | Location | Focus | Opportunity for Bluewing |
|---|
Recommendation: ICAST is the single highest-ROI event — it's where every major tackle shop buyer attends. Budget for booth space early. The billfish tournaments (Big Rock, Orange Beach) offer high-value networking with charter captains and tournament anglers who influence tackle shop purchasing decisions.
Competitors Tracked
15
Across 10 product categories
Addressable Market
$175M+
Combined est. competitor revenue
Bluewing Share
~0.1%
$150K of addressable market
Intel Updated
Apr 6
Auto-refreshed weekly on Mondays
Smart Competitive Threat Index — Weighted Ranking
Each competitor is scored based on: Revenue Overlap (35%) — estimated revenue in categories Bluewing sells × product overlap %. Category Breadth (25%) — how many Bluewing categories they compete in. Market Presence (20%) — social following + brand recognition. Vulnerability (20%) — weak social, aging brand, or pricing gap = opportunity for Bluewing.
| # | Competitor | Overlapping Categories | Est. Revenue | Overlap % | Addressable $ | IG | Threat Score | Priority |
|---|---|---|---|---|---|---|---|---|
| Total Addressable Market from Tracked Competitors | ||||||||
Addressable Revenue by Competitor
Instagram Following — Competitive Landscape
Category Battlefield — Where Bluewing Competes
Bluewing's 6-month revenue per category vs. number of tracked competitors in that space. More competitors = more fragmented market = more share to capture.
| Bluewing Category | BW 6-Mo Rev | # Competitors | Key Competitors | Bluewing Advantage |
|---|
Bluewing Current Revenue
~$150K
wholesale, growing 272% YoY
12-Mo Target
$500K+
~0.3% of addressable market
Biggest Opportunity
Hooks
Mustad $130M+ — massive displacement potential
Intelligence Notes
Mustad is the global hook giant (~$130M rev, 160+ countries). They own massive shelf space. Bluewing's strip trolling hooks and scad hooks compete directly — the play is price advantage on specialty offshore hook patterns where Mustad charges premium.
Aftco (~$19-36M) dominates the rod component space with reel seats and grips. Bluewing's adjustable bent rod butts are a unique differentiator — Aftco doesn't offer a competing product. The battleground is rod guides and general components.
Lindgren-Pitman owns the deep drop equipment niche (electric reels + DuraLite lights). They've been the standard for decades. Bluewing's Club Deep Drop and Diamond lights compete at lower price points — a classic disruption play.
Fathom Offshore has the strongest social brand (~62.6K total) in the lure niche. American-made tournament lures at premium prices. Their dredge and terminal lines overlap with Bluewing, but their trolling lure brand equity is hard to crack without tournament wins.
Winthrop is the primary competitor for adjustable rod butts — Bluewing's #1 revenue category. Their V-series rod butts go head-to-head. Weak social presence and Bluewing's V4/V5 versions with bright anodizing give a product edge.
Old Salty pioneered inline fishing planers — Bluewing's Terminal Tackle category includes planers (#4, #6, #8, #32). Price competition is fierce here. Old Salty has legacy distribution but minimal digital presence.
Competitor metrics auto-refresh during Monday updates. Revenue estimates from ZoomInfo, RocketReach, and industry databases — approximations for strategic planning.
Awaiting Cost Data
This dashboard is fully built and ready to display SKU-level margin analysis, category profitability, and pricing optimization insights. All that's needed is landed cost per SKU to activate every chart and table below. Once cost data is provided, this page will calculate margins automatically.
Avg. Gross Margin
—%
Needs landed cost data
Highest Margin Category
—
Needs landed cost data
Lowest Margin Category
—
Needs landed cost data
Total Gross Profit
$—
Needs landed cost data
Margin by Product Category
Shows gross margin % for each product category. Categories sorted by margin to identify most and least profitable segments.
| Category | Revenue | Landed Cost | Gross Profit | Margin % | Margin Bar |
|---|---|---|---|---|---|
| Adj. Rod Butts & Gimbals | $21,844 | $— | $— | —% | |
| Terminal Tackle | $16,757 | $— | $— | —% | |
| Accessories | $8,219 | $— | $— | —% | |
| Line Winders | $5,920 | $— | $— | —% | |
| Lures | $4,886 | $— | $— | —% | |
| Deep Drop Lights | $3,876 | $— | $— | —% | |
| Harpoons & Gaffs | $3,579 | $— | $— | —% | |
| Fishing Hooks | $2,876 | $— | $— | —% |
Margin Waterfall — Example
How revenue breaks down into profit (illustrative only — real data needs landed costs)
Revenue
COGS
Shipping
Gross Profit
SKU Margin Distribution — Example
Distribution of margin %s across all SKUs (illustrative bell curve)
0%25%50%75%100%
Pricing Analysis — MSRP vs. Wholesale Price
This data IS available from the order writer. Shows the discount % between MSRP and wholesale (Your Price) for each category.
| Category | Avg MSRP | Avg Wholesale | Discount % | Implication |
|---|
What This Page Could Show With Cost Data:
1. True gross margin % by category — identify which product lines are most profitable
2. SKU-level margin ranking — find the top 20 highest-margin and bottom 20 lowest-margin products
3. Margin trend over time — are margins improving or eroding quarter over quarter?
4. Pricing optimization — which SKUs have room to increase price without losing volume?
5. Break-even analysis — minimum order quantities needed per SKU to cover shipping + handling
6. Customer profitability — which accounts generate the highest margin-weighted revenue?
7. Competitor price benchmarking — how does our margin compare when competitors charge 2-3x more?
2. SKU-level margin ranking — find the top 20 highest-margin and bottom 20 lowest-margin products
3. Margin trend over time — are margins improving or eroding quarter over quarter?
4. Pricing optimization — which SKUs have room to increase price without losing volume?
5. Break-even analysis — minimum order quantities needed per SKU to cover shipping + handling
6. Customer profitability — which accounts generate the highest margin-weighted revenue?
7. Competitor price benchmarking — how does our margin compare when competitors charge 2-3x more?
US States Covered
0
out of 50 states
Countries
0
international markets
Top State
FL
37 companies
White Space
0
US states with 0 customers
US Customer Heatmap
Click a state to see customers in that area. Darker = more customers.
Customers by US State
International Markets
Bluewing customers outside the US
| Country | # Customers | Key Accounts |
|---|
White Space — States With No Bluewing Customers
These states represent untapped markets. Prioritize coastal states with strong fishing communities.
Priority Target #1
Texas Gulf Coast
Only 2 accounts — massive offshore market
Priority Target #2
Carolinas
NC has 5, SC has 2 — Outer Banks opportunity
Strongest Market
Florida
37 accounts — home base, keep growing
Peak Month
Mar
Highest wholesale orders
Low Month
Aug
Typical summer slowdown
Ordering Lead Time
60-90 days
Factory to warehouse
Data Points
157
Invoices analyzed
Monthly Wholesale Demand — All Categories
Revenue by month across all product categories. Use this to time production orders and inventory replenishment.
Demand by Product Category × Quarter
Which product categories sell in which quarters? Identifies seasonal patterns for production planning.
| Category | Q1 (Jan-Mar) | Q2 (Apr-Jun) | Q3 (Jul-Sep) | Q4 (Oct-Dec) | Peak Season | Trend |
|---|
Year-Over-Year Comparison
2025 vs 2026 monthly revenue (2026 = Q1 only so far)
Demand Forecast — Next 90 Days
Based on current ordering patterns and seasonal trends
April 2026: Strong demand continuing mid-month. Major mono line and deep drop light restocks arrived this week. Spring season openings (halibut, black sea bass, fluke) driving tackle shop reorders. Focus: terminal tackle, spreader bars, lures.
May 2026: Peak tournament season begins. Demand for dredges, teasers, outrigger components should increase. Ensure adequate inventory of rigging kits.
June 2026: ICAST prep month. Trade show orders may spike. Stock up on best sellers and new product launches ahead of the show.
Seasonal data auto-updates during Monday dashboard refreshes. Forecasts improve with more historical data — each week of IMS snapshots adds to prediction accuracy.
Total Annual OpEx
$843K NJ
$826K FL · saves ~$17K/yr
One-Time Transition
$163K NJ
$225K FL · +$62K upfront
Payback (total value)
~2.3 yrs
~4.4 yrs on OpEx alone
Strategic Fit Score
FL 92 · NJ 70
12-factor weighted scorecard
Two Gating Conditions Before Signing Any Lease
(1) Confirm hurricane-zone property + business interruption insurance comes in at or below ~$10K/yr for 6K sqft in the Stuart/Jupiter corridor. (2) Run a UPS/FedEx rate simulation and FBA inbound scenario from a FL origin zip — confirm the parcel + FBA penalty is under 10% of current NJ-origin cost. If either test fails materially, the recommendation revisits.
Key Findings — 60-second read
1 · Operating cost is a near-tie.
Direct OpEx delta is ~$17K/yr on an $830K base — within benchmark noise. Not a cost-arbitrage play; strategic case carries the decision.
2 · Rent is at parity.
Small-bay industrial in Jupiter/Stuart and Monmouth/Middlesex both price $13–16/sqft NNN for 6K sqft. "FL is cheaper" intuition doesn't hold.
3 · Labor modestly cheaper in FL (~$31K/yr).
Real but offset by thinner labor pool — premium offers needed for the right warehouse manager.
4 · Port logistics favor NJ by ~$15K/yr.
Qingdao → NY/NJ is the cleanest lane. SAV/JAX/Everglades adds ~$500–1K per container. Manageable at 18 cnts/yr.
5 · Hurricane insurance is the #1 risk.
FL commercial runs $1.25–2.00/sqft vs NJ $0.50–0.75. Model uses $10K FL / $3K NJ. If actuals exceed $15K, case deteriorates.
6 · Strategic upside is where the decision is made.
45% of customer base in FL/SE. Corporate HQ, Boca Tackle retail, Aidan all within 65 min. Daily oversight, not quarterly.
7 · Total economic impact adds $10–20K/yr unmodeled value.
Eliminated NJ travel, recovered corporate time, better pick accuracy from on-site supervision, and wholesale growth from Aidan's physical presence. All-in benefit: ~$27–37K/yr — payback inside 3 years.
Full Annual Operating Cost — Steady State (Year 2+)
6,000 sqft · 4-person team · 18 containers/yr · ~25K outbound parcels/yr · benchmarks averaged across LoopNet, CommercialCafe, industry wage surveys, carrier zone maps.
| Category | New Jersey | South Florida | Delta | Visual |
|---|---|---|---|---|
| Rent (NNN + CAM) | $102K | $96K | −$6K | |
| Labor (burdened) | $259K | $228K | −$31K | |
| Inbound ocean + drayage | $110K | $125K | +$15K | |
| Outbound parcel (DTC + WS) | $200K | $205K | +$5K | |
| FBA inbound freight | $80K | $82K | +$2K | |
| Outbound LTL (WS + Boca) | $47K | $40K | −$7K | |
| Insurance (property + BI) | $3K | $10K | +$7K | |
| Utilities | $10K | $14K | +$4K | |
| MHE + supplies | $10K | $10K | — | |
| HR + accounting overhead | $10K | $10K | — | |
| State corporate tax (est.) | $12K | $6K | −$6K | |
| TOTAL ANNUAL OpEx | $843K | $826K | −$17K | 2% delta — inside model noise |
Total Economic Impact — what the cost table can't see
Three sources of value not captured in OpEx. Together they roughly double the headline savings.
Travel & Time
$10–15K/yr
Flights, hotels, rental cars eliminated for Kevin/Corey/Aidan. Recovered working days.
Oversight & Accuracy
$5–10K/yr
Improved pick accuracy, FBA prep quality, dispute rates — from daily on-site presence.
Wholesale Enablement
Upside
Aidan in-building → expedite wholesale shipments, integrate with Boca Tackle, same-day reorders.
Adjusted Annual Benefit (OpEx + TEI)
~$27–37K/yr total value
Conservative mid-point ~$32K/yr → payback on $75K upfront premium drops to ~2.3 years.
One-Time Transition Cost Comparison
Both scenarios incur transition cost when splitting from Wells Intl — FL adds ~$62K on top, mostly from the long-haul inventory move and longer dual-operations overlap.
NJ
Stay in the Northeast
New 6K sqft lease, Monmouth / Middlesex / Lehigh Valley
| Racking + shelving | $50K |
| Forklift + pallet jacks | $25K |
| Office build-out | $15K |
| IT + WMS setup | $7.5K |
| Moving inventory (local) | $10K |
| Dual-ops overlap (60 days) | $50K |
| Permits + legal | $5K |
| TOTAL | $162.5K |
FL
Relocate to South Florida
New 6K sqft lease in Stuart or Jupiter
| Racking + shelving | $50K |
| Forklift + pallet jacks | $25K |
| Office build-out | $15K |
| IT + WMS setup | $7.5K |
| Moving inventory (NJ→FL) | $60K |
| Dual-ops overlap (90 days) | $60K |
| Permits + legal (FL) | $7.5K |
| TOTAL | $225K |
Strategic Factor Scorecard — 12-factor weighted comparison
Each factor scored 1–10. NJ wins on operational infrastructure; FL wins on strategic fit with the business as it exists today.
| Factor | NJ | FL | Visual | Winner |
|---|
Total Weighted Score
NJ 70 · FL 92
Risk Register — what could break each plan
NJ — Risks of staying in Northeast
Weak corporate oversight
HIGHNobody from HQ has ever been on-site. Mitigate: monthly visits, cameras, KPI dashboard.
Customer-service lag on FL/SE
MED3–4 day parcel to largest cluster continues. Accept as structural.
6K sqft outgrown in 2–3 yrs
MEDGrowth consumes 6K before expiration. Negotiate right-of-first-offer on adjacent bay.
Loss of Wells subsidy (no offset)
MEDShared overhead disappears either way, but NJ brings no strategic upside. Right-size headcount.
FL — Risks of relocating South
Hurricane + business interruption
HIGH2–6 wk ops halt possible. Mitigate: BI insurance ≥6 wks rev, 3PL standby in ATL/JAX, hurricane-rated building, avoid FEMA AE/VE.
Insurance premium above model
HIGHFL quotes may exceed $1.50/sqft. If >$15K/yr, base-case savings vanish. Three-bid rule before LOI.
Thin forklift-certified labor pool
MEDPalm Beach / Martin shallower than Monmouth / Middlesex. Pay $2–4/hr above benchmark for manager.
Long-haul inventory move
MED1,200-mile move risks damaged cartons, cutover downtime. Phase move, cycle-count pre/post, dual-stock during overlap.
Alternative: Lehigh Valley, PA — the cheap-rent NJ variant
If the priority is minimum-cost operations, Lehigh Valley PA offers industrial flex at ~$9–12/sqft NNN — 25–30% cheaper than Monmouth/Middlesex for similar port access. This is the NJ scenario's low-cost variant.
Why not recommended: Savings are real (~$15–20K/yr additional vs Monmouth) but they reinforce the wrong choice — moving operations further from HQ and customers to save ~2% is the opposite of what the business needs at this phase.
Why not recommended: Savings are real (~$15–20K/yr additional vs Monmouth) but they reinforce the wrong choice — moving operations further from HQ and customers to save ~2% is the opposite of what the business needs at this phase.
Recommendation
Move to South Florida. Target Stuart first, Jupiter second — conditional on insurance and carrier validation.
On operating cost alone, the two regions are effectively tied. South FL edges out by ~$17K/yr on $830K — within benchmark error. The cost case is not the reason to move. The reason is strategic: 45% of customer base in FL/SE, corporate leadership and Boca Tackle within 65 minutes, Aidan in the building daily. These translate to faster wholesale fulfillment, better FBA prep accuracy, and growth execution that doesn't happen from 1,200 miles away.
Stuart edges out Jupiter on rent ($11–14/sqft vs $12–18) and places Aidan in his home market for daily presence. Jupiter is the fallback — slightly higher rent, larger labor pool, 35 min from Boca HQ. Hobe Sound is tertiary.
The recommendation is conditional. If 90-day validation reveals insurance > $15K/yr or a sustained > 10% parcel/FBA penalty from a FL origin, the memo re-opens before any lease is signed.
Sensitivity — what would change the call
FL rent +20%: savings flip to $2K/yr penalty. Still recommend on strategic merit.
FL insurance at $18K: $8K/yr penalty. Revisit recommendation.
FL parcel cost +15%: $30K/yr penalty. Recommendation flips to NJ.
Volume doubles in 3 yrs: FL advantage widens; labor gap scales, proximity compounds.
Oversight weighted high: TEI grows, FL wins decisively. At zero weight, call is closer.
90-day validation plan — before signing anything
Days 1–14
Broker engagement
Tenant-rep broker for Martin + N. Palm Beach. 5–8 real 5–8K sqft options with NNN quotes.
Days 1–30 · Gate 1
Insurance quotes (3 bids)
Property + BI + windstorm for 6K sqft FL industrial. Validate ≤ $15K/yr. Required before LOI.
Days 14–45 · Gate 2
Carrier rate simulation
UPS/FedEx sims from Jupiter/Stuart zip on historical profile. Validate < 10% penalty vs NJ.
Days 14–45
Forwarder RFQ
3 forwarders, Qingdao → NJ vs (SAV / JAX / MIA) → Stuart. Lock per-container delta.
Days 30–60
Labor market test
Ghost warehouse-manager req + staffing agency calls. Confirm wage bands + applicant supply.
Days 60–90 · Decision
Go/no-go + LOI
Reconvene. If variance <15% across gates, LOI on top Stuart building. If >15%, re-model first.
Benchmarks averaged across LoopNet, CommercialCafe, CommercialSearch, industry wage surveys (C3 Solutions, PayScale, BLS OEWS), carrier zone maps, and FL commercial insurance averages (Schneider Insurance, Insuring Florida). Every figure here is a planning estimate — 90-day validation replaces each with real quotes before committing to a lease. ±15% tolerance on topline = within-model.
Quarterly Business Review
Comprehensive performance analysis, goal tracking, and strategic planning for Q2 2026.
Current Quarter
Q1 2026
Jan–Mar 2026
Q1 Revenue
$45,087
+56% vs Q4 2025
Q1 Orders
45
Cumulative
Status
On Track
Exceeding targets
Key Metrics
Revenue Growth
Track quarterly revenue trends and year-over-year comparisons.
Customer Acquisition
Monitor new customer growth, retention rates, and churn.
Goal Progress
Measure progress toward quarterly and annual strategic goals.
Next Steps
Q2 2026 Planning
Comprehensive QBR template and performance dashboard coming soon. Will include detailed goal tracking, variance analysis, and strategic recommendations for Q2 execution.