Day 1
Map Call
We identify the reports, tools, weekly decisions, and bottlenecks worth solving first.
Built by a 15-year CPG operator who founded and built Smári Organics, founded Bygg Foods, and now runs NØRSE CØDE
Your Monday meeting shouldn’t start with “which number is right?”
I build the live founder dashboard that replaces 5 reports: Shopify, Amazon, wholesale, paid media, inventory, and the weekly story in one view. First useful version in 10 days.
Live Monday view in 10 days
Replaces roughly 5 weekly reports
Built to save 6+ hours/week of reporting drag
Sprint starts at $7,500 flat
Free 30-minute Map Call. You leave with the first useful dashboard scope, the sources needed, and the reporting work it should remove, even if we never build it together.
The CPG Dashboard Map Call
In 30 minutes, we’ll map the reporting mess slowing down your Monday decisions and identify the first live view worth building.
- The 5 reports you should stop rebuilding manually
- The numbers your founder dashboard should show first
- Which sources need connecting
- Where data should be trusted, estimated, or ignored
- Whether your first build should be a dashboard, weekly brief, connector, or workflow tool
If there is no useful build, I’ll tell you. The call is designed to clarify the bottleneck, not force a project.
Public demo view. Your build is scoped around your stack, your channels, and your Monday meeting.
15 yrs CPG opsFounded and built Smári Organics to national retailFounded Bygg FoodsSecond-time founder, third CPG brandCurrently inside NØRSE CØDESeen in WSJ, NYT, USA Today, NOSH
After the build
What founders see before the meeting starts.
- One Monday view instead of five reports
- Channel revenue, inventory risk, paid media, and weekly story in one place
- Clear labels for stale, missing, estimated, or reliable-enough data
- AI readout that explains the week without pretending to run the company
Executive Summary
Are we growing, stalling, or seeing a channel shift?
Weekly Exec
What should we talk about in the weekly meeting?
Traffic / GA4
Is traffic quality improving, or are we just buying visits?
The pain
You should not need a reporting project before every decision.
The problem is not that you lack data. The problem is that the data is scattered, stale, inconsistent, and hard to turn into a useful picture quickly.
- Shopify says one thing. Amazon says another. Wholesale lives in a sheet. Inventory is somewhere else.
- You spend too much time finding the numbers before you can even think about what they mean.
- Your weekly meeting starts with reconciliation instead of decisions.
- Important problems show up late because nobody had the complete picture in one place.
The first build
The 10-Day CPG Founder Dashboard Sprint.
A fixed-scope first build for founder-led CPG brands that need one live Monday view across revenue, channel shifts, stock risk, paid media, and the weekly story.
Starts at $7,500 flat. Built around your stack. Clear first version. No new platform to babysit.
What it includes
- Revenue by channel
- Founder KPI view
- Inventory and stock-risk signals
- Paid media performance in business context
- Weekly AI-assisted readout
- Source confidence labels
- One live overview built around your stack
Days 2-4
Source audit + KPI scope
We define which sources connect first, which numbers matter, and where data needs confidence labels.
Days 5-8
Build
The first live overview comes together around revenue, channel shifts, stock risk, paid media, and the weekly story.
Days 9-10
Walkthrough + training
You get the working view, source rules, and the Monday readout structure your team can keep using.
Revenue by Channel
See Shopify, Amazon, wholesale, events, and subscriptions in one view, so channel shifts do not hide inside separate reports.
Founder KPI View
Track the numbers that change decisions: sales, margin signals, AOV, order volume, retention, inventory risk, and growth pace.
Weekly Readout
Get a clear summary of what changed, what looks off, what needs attention, and what can be ignored before your weekly meeting.
Data Confidence
Know which numbers are current, estimated, missing, or conflicting, so your team stops debating which report is right.
Alerts and Follow-Up
Simple flags for the problems founders want surfaced early: stock risk, channel drops, promo spikes, agency performance, stale reports.
Built Around Your Stack
Your overview is scoped around the tools you already use, not a generic template you have to bend the company around.
Fit
This is for founders who need the business picture before the meeting, not after.
This is for you if
- You run a $2M-$10M CPG brand and still pull numbers from multiple places before decisions.
- Shopify, Amazon, wholesale, inventory, and paid media do not agree fast enough.
- Your weekly meeting starts with, “which number is right?”
- You want a founder-level view, not another analytics platform your team ignores.
This is not for you if
- One channel gives you the whole picture.
- Your dashboards already drive weekly decisions.
- You want a generic BI build with no operating context.
How it works
The five-minute Monday pass.
The point is not to admire charts. The point is to answer the questions that normally send you into Shopify, Amazon, Meta, GA4, inventory files, and someone else’s spreadsheet.
01
Here is the problem: the numbers are everywhere.
02
Here is the live overview.
03
Here is what changed this week.
04
Here is what needs attention.
05
Here is what you no longer need to rebuild manually.
06
Here is how we would map yours.
Dashboard walkthrough
Here is what you can see without rebuilding reports.
These are sample screens from the public demo. Your version is built around your channels, stack, KPIs, and recurring decisions.
Start here
Executive Summary
Start here when you want the current picture: revenue trend, channel mix, daily average, orders, and run-rate.
Decision it helps with
Are we growing, stalling, or seeing a channel shift?
Weekly Exec
A weekly operating readout that turns the dashboard into meeting prep: what changed, what passed, and what needs attention.
Decision: What should we talk about in the weekly meeting?
Traffic / GA4
Traffic and purchase behavior in context: sessions, purchase rate, add-to-carts, new users, returning users, and engagement.
Decision: Is traffic quality improving, or are we just buying visits?
Amazon
Amazon revenue and order trends next to the rest of the business, so it stops living in its own separate report.
Decision: Is Amazon helping the week or hiding a problem?
Meta Ads
Paid media performance alongside business outcomes: spend, ROAS, purchases, CTR, CPC, CPA, impressions, and frequency.
Decision: Are ads creating profitable demand or just activity?
Custom work
And if the dashboard is not the first thing you need, we build the thing that is.
The live overview is the clearest starting point for many CPG founders. But sometimes the expensive bottleneck is a connector, workflow, tracker, or weekly brief. That can be scoped too.
Custom Connectors
If your important data lives somewhere unusual, I scope the connector before the build so you know what is possible and what it costs.
Workflow Tools
Sometimes the best first build is not a dashboard. It might be a retailer follow-up tool, demo tracker, reorder workflow, or internal approval flow.
Founder Briefs
If what you need most is interpretation, I can build the weekly readout around your exact questions instead of forcing you into a generic KPI view.
Before / After
Before: five tabs and one unresolved question. After: one view before the meeting starts.
Before
- You open five tools before you trust the week.
- You ask someone to pull the latest report.
- You wonder whether the number is current, stale, or just wrong.
- You make decisions from fragments.
- Reporting quietly eats founder time every week.
After
- You open one page and see the current state of the business.
- You know what grew, what stalled, and what needs attention.
- Your team can use the same numbers without asking you to interpret every report.
- You spend the meeting on decisions, not data cleanup.
- AI helps explain the week without pretending to run the company.
Why now
Every Monday you keep rebuilding reports, the cost compounds.
- Founder time gets spent collecting numbers instead of making decisions.
- Stock risk shows up after the problem is already expensive.
- Paid media gets judged in-platform instead of against actual business performance.
- Your team keeps asking which number is right.
Proof
Built by a CPG operator who has had to run the business, not just read the report.
I’m Smári Ásmundsson. I founded and built Smári Organics, founded Bygg Foods, and now run NØRSE CØDE. I’m a second-time founder building my third CPG brand, and I built this kind of reporting because I needed a clearer picture inside my own CPG work.
The goal is not to sell you a generic BI project. It is to give you the founder-level view I wish I had earlier: the numbers, source confidence, and weekly story in one place before the meeting starts.
Field build
Internal field build: NØRSE CØDE
Stack
Shopify, Amazon, wholesale files, Meta, GA4, inventory signals
Build
First useful dashboard shipped in days, not months
Turned weekly reporting from tool-hopping into one founder view for revenue, channel movement, paid-media context, and stock-risk checks.
“This is the dashboard I wish I had when I was scaling Smári Organics into national retail.”
How it starts
First, we find out what view would actually save you time.
The first call is simple: what are you checking every week, what is painful to pull together, and what would you want on one page before a meeting?
01
Map the numbers you currently chase
We look at the reports, dashboards, spreadsheets, and tools your team already uses before weekly decisions.
02
Find the highest-leverage bottleneck
We identify which reporting mess costs the most founder time and what first live view would be useful fastest.
03
Decide if a build makes sense
If there is a fit, you get a fixed-scope first build with clear inputs, connectors, data rules, screens, and weekly readout expectations.
What you leave with
A useful map before there is ever a build quote.
The first call should be valuable even if we never work together.
- A clear first-version dashboard scope
- The data sources that need connecting
- The weekly questions the dashboard should answer
- The KPIs that matter by channel
- The reporting work this should remove from your week
FAQ
The questions founders actually ask.
What are you selling?
A custom live business overview for founder-led CPG brands. It pulls the important numbers into one place and makes the week easier to understand.
Is this just a dashboard?
It includes a dashboard, but the point is not charts. The point is having the current business picture in one place, with the source rules and weekly explanation that make the numbers useful.
We already have dashboards. Why would we need this?
Most brands do. The issue is usually not lack of charts. It is that Shopify, Amazon, wholesale, inventory, and ad performance are still interpreted separately. This build is for founders who want one operating view, not another analytics tab.
What tools can it connect to?
The usual CPG stack: Shopify, Amazon, Klaviyo, Meta ads, Google Analytics, inventory tools, spreadsheets, wholesale files, and other sources as needed. Custom connectors are scoped before build.
What if our data is messy?
That is usually the starting point. The first job is not to pretend the numbers are perfect. It is to show what is current, stale, missing, estimated, or conflicting, so decisions are made with eyes open.
What if our team is too busy to help build this?
The first step is mapping what you already check, not creating new work. The build should remove reporting drag, not create another project your team has to babysit.
Is this worth it for a smaller CPG team?
If reporting is costing founder time every week, delaying inventory decisions, or making channel performance hard to trust, the cost is already there. The dashboard just makes the cost visible and fixable.
How is this different from Triple Whale, Looker, or a spreadsheet?
Use those if they solve the problem. This is for founders who need Shopify, Amazon, wholesale, inventory, ads, and company-specific context interpreted together in the way they actually run the business.
Do I have to manage another system?
No. The whole point is to reduce reporting work. The build should give you one place to look, not another platform to babysit.
What if we already pay for analytics tools?
Keep them. This sits above them. The issue is not whether you have charts. The issue is whether the founder can see the weekly business story without opening five tabs.
Where does AI fit?
AI helps summarize the week, flag anomalies, draft the readout, and explain what changed. It does not make decisions for you.
What if we need something custom instead?
That is part of the work. The dashboard is often the cleanest front door, but custom connectors, internal tools, workflow trackers, and weekly briefs can be scoped when they are the higher-value first build.
Will this replace our current tools?
No. It sits above them. The point is to stop forcing founders to open Shopify, Amazon, GA4, Meta, spreadsheets, and inventory tools just to understand the week.
What do I get from the first call?
You leave with a simple map of your reporting bottleneck, the first view worth building, and the data sources needed to make it useful.
How fast can we get the first useful version?
The Sprint is designed around a useful first version in 10 days. Most founders do not need a giant BI project first; they need the weekly view that removes the most reporting drag fastest.
What does the Sprint cost?
The CPG Founder Dashboard Sprint starts at $7,500 flat for a fixed-scope first version. Custom connectors, deeper workflows, or unusually messy source systems are scoped after the Map Call.
Do you need access to all of our tools?
We start by mapping sources and permissions first, then define what access is needed before anything is connected.
Is our data secure?
Access is scoped source by source. The first step is deciding what needs to connect, what can be handled by export, and what should stay out of the build entirely.
Do we own the dashboard?
Yes. The goal is a useful operating view your team can keep using, with clear source rules and a weekly readout structure. If ongoing support makes sense, that is discussed separately.
Who is this not for?
This is not for pre-revenue brands, teams that only sell through one channel, or companies looking for a generic template dashboard.
What happens after the dashboard is built?
You leave with a live overview, clear source rules, and a weekly readout structure your team can keep using.
What does it cost?
The fixed-scope Sprint starts at $7,500. If the right first build needs custom connectors, workflow tools, or a deeper operating brief, that is scoped separately after the Map Call.
Stop rebuilding the same report every week.
If your team still has to pull Shopify, Amazon, wholesale, inventory, and ad numbers into one place by hand, the first step is mapping the dashboard that would save you the most time.