Kelly's desk. She runs projects at an office all day and a small Shopify store in the evenings — so this is a sample workspace, not a live account, and nothing you do here is saved.
Monday
Week 5
Maxwell Smart
Prints and boxes the orders
74 days since you spoke
What this desk can tell you3 of 7
- Email themmax@example.com
- Call them+15550133
Chase what you owe themneeds a next move
- What they are onHoliday Dropleads
- What they are waiting on you fornothing is waiting from them
- What they said about youthey have not left one
- What an hour with them earnsneeds a calendar
Waiting on you elsewhere
9 open across 2 tools.
- AsanaOffice Move — confirm lift booking2026-10-19
- AsanaVendor Review — circulate shortlist deck2026-10-19
- AsanaOffice Move — cabling quote vs budget2026-10-21
- AsanaMonthly portfolio status for Ginger2026-10-22
- TrelloReply to the wholesale enquiryoverdue 2026-10-15
- TrelloReorder wax refills — below the reorder pointoverdue 2026-10-18
- TrelloHoliday Drop — write the three listings2026-10-24
- TrelloChase Maxwell about the box sizes
This week
What I log
Projects
The bench
Did anyone show up
What normal looks like for ecommerce
Fewer than about 1.8 in 100 of the people who find you turning into customers usually means the offer is worth another look.
Up to about 78% of what comes in can go on getting more of it.
What people spend
Share of money coming in · IRS SOI nonfarm sole proprietorships (Table 2), 2023
How long businesses last
BLS Business Employment Dynamics · establishment survival · cohorts 1994–2025
What came in
$382
Last 7 days
$680
Last 30 days
- Shopify20 sales$680
- Oct 19Candle + match set$42
- Oct 19Cedar candle$28
- Oct 19Canvas tote$24
- Oct 18Cedar candle x2$56
- Oct 18Wax refill$16
- Oct 17Candle + match set$42
Money that has landed. What you are still owed is in Who owes you.
Won, and what arrived
Where the money comes in
Take money somewhere else? Connect Square · Connect Shopify
The clock
$680
A month, in
$2,689
In boxes
Two numbers and this works out how long you have.
At 78% of what comes in, that is about $530 a month on getting more of it.
Canvas tote sells for less than it costs. Every order loses money.
Or bring your statements into the books and this works out what a month costs you.
What you can take
Ask about what you have
Ask about a file
Where you owe tax
What to charge
Say what you want to pay yourself and this works out the least you can charge.
Try a change
Work something out
Pick one and it opens here.
What you know (2)
- Wax pour temperaturesSoy 185°F, coconut blend 170°F. Let it sit 20 minutes before the wick.
- Goods lift booking — howFacilities portal, 48 hours ahead. Ask for Terry if it is same-day.
Write down something elsea title, and what you want to remember
The things that expire · 3 to renew
- Food handling certificateFH-40192Oct 30 · 11d
- Driving licenceNov 11 · 23d
- Market pitch permitDec 6 · 48d
- PassportJan 23 · 96d
- LLC registrationIL-8871204no expiry
Add another thing that runs outits name, and when it runs out
What you sell that is not on a shelf (3)
12 of them — Gift wrapping — fillan 8-hour day. It is the one that pays you least per hour, so it is the one deciding what a full week is worth.
- Custom candle order$65.00 / an order$34.40/hr1.3 hr each
- Gift wrapping$12.00 / an order$13.50/hr40 min each
- Market stall day$240 / a day—
Add another thing you sella name and a price
Buying a customer
At published median click costs, 3 of 6 ad channels could buy a customer for less than your $31.60 margin — which of them converts for you is the question no benchmark can answer.
A click costs what the cited median says, and a median share of clicks becomes a sale — so a customer runs about CPC ÷ conversion on each channel below. That prices the test; it does not predict your result, because nobody publishes your conversion rate. The bar beside it is what your goal asks of a working day, before any channel is chosen.
- What one sale clears (your margin)$31.60
- Sales per working day the goal needs4.2 over 26 assumed trading days
- Sales per working day to cover costs alone0.5 over 26 assumed trading days
- Monthly gross the goal requires at your margin$6,241
What one customer costs, at published medians
- TikTok$10.05needs 1.3% to buy · about 1 in 752025
- Amazon$10.99needs 3.9% to buy · about 1 in 262026
- Facebook / Instagram$24.87needs 6.1% to buy · about 1 in 162025
- Google Search$66.26needs 17.2% to buy · about 1 in 62026
- Microsoft Search$52.38needs 4.9% to buy · about 1 in 212019 · old
- Google Display$81.82needs 2.0% to buy · about 1 in 502018 · old
What this read refuses to claim
Which channel will work for you. Nobody publishes your conversion rate — the medians above price the test, they do not predict its result.
Any read on you. Benchmarks describe markets, not operators.
A growth projection. Nothing in the cited data supports one before the first dollar.
What you sell (5)
- Cedar candle$17 a unit · 59%
- Candle + match set$24 a unit · 57%
- Canvas tote−$2 a unit · -7% · SELLING AT A LOSS · 12 left, reorder at 15
- Wax refill$11 a unit · 68% · 8 left, reorder at 25
- Holiday gift box$32 a unit · 54%
The books
Drop in a month of card or bank statements and this works out what a month costs you.
Your file is read on this computer. What gets saved is the date, the amount and the merchant on each line.
What needs sorting
Bring in what you spent
Drop the card or bank export you already have. Every line lands in the queue to be sorted, and once it is sorted this works out what your costs actually are.
The drawer
Connect a storage bucket and this keeps your receipts, invoices and licences in one place.
Needs R2_ACCOUNT_ID, R2_ACCESS_KEY_ID, R2_SECRET_ACCESS_KEY, R2_BUCKET_NAME.
Miles and what you own
No miles in 2026 yet · nothing on the asset register
Miles driven
Every business trip is worth a deduction, and none of them show on a bank statement.
What you own
Anything the business bought that lasts more than a year — a camera, a laptop, a printer. It comes off your taxes over time rather than all at once.
The people you know
5 people · 2 moves are due · 1 person has gone quiet.
You said you would
Gone quiet
Bring your whole list in from a spreadsheetpaste the rows — one person a line
The businesses you deal with (3)
- Smart Print Co.supplier1 person74d quiet
Add somebody else you know herepick a person
- Basilone Provisionsaccount1 person9d quietSend the wholesale price list — John Basilone
Add somebody else you know herepick a person
- Whitfield & Poolecompany2 people1d quietSend the Monday status — Ginger Grant
Add somebody else you know herepick a person
Add another business you deal withthe name of a business
Paying, and gone quiet
What an hour with them is worth
Open, and nobody has called
On this computer
Transcribing and cutting shorts run on your own computer. Open the desk in the desktop app and it looks for what it needs.
- ffmpegunknownThe program that cuts and converts video.Cutting shorts, and preparing audio so it can be transcribed. Get it from ffmpeg.org.
- whisperunknownThe program that turns speech into text, running on this computer.Transcripts, searching what you said, and captions. Get it from github.com/ggerganov/whisper.cpp.
- the speech modelunknownThe file whisper reads to recognise speech. base.en is fast; small.en is better.Transcripts. whisper cannot do anything without one. Get it from huggingface.co/ggerganov/whisper.cpp.
These run on your computer. Nothing you transcribe is sent anywhere.
The studio
Add your videos and everything you say in them becomes searchable.
Watched folders (0)
Finish a video into one of these folders and it logs itself. Nothing to remember, nothing to tick off.
Open the desktop app on the computer you edit on and these start filling in.
Set up on this computer
# make your videos searchable pnpm --filter @moonshot/web exec tsx scripts/transcribe.ts "D:/videos" # turn your planned clips into shorts pnpm --filter @moonshot/web exec tsx scripts/render-short.ts # leave this running and finished videos log themselves pnpm --filter @moonshot/web exec tsx scripts/watch-exports.ts # see your thumbnails and put one live pnpm --filter @moonshot/web exec tsx scripts/rotate-thumbnail.ts --list
The long game
Set three months of work and see how it goes.
What you changed on purpose
Write down the next thing you change, and what you think it will do.
What you owe
Add rent, software, a supplier — anything with a date on it.
People (0)
The people who buy twice, reply to everything, or want to work with you. Worth more every year you keep it.
Where you started
Mark today and this keeps a copy of your numbers, so you can see how far they have come.
Your day
Stand-up — Office Move in 25 min.
- 09:30Stand-up — Office MoveRoom 2B
- 11:00Vendor Review — shortlist call
- 15:00Ginger — weekly 1:1
- 19:00Holiday Drop — shoot the new colourway
2 people are waiting on a reply
- John BasiloneWholesale — can you send a price list?4d
- Dan DalyFloor plan sign-off1d
5 mentions of you
- Slack#office-moveKelly can you confirm the Thursday walkthrough time before I book the lifttoday
- Slack#vendor-reviewKelly — shortlist deck for the 11am, do you want the pricing slide in or out?today
- SlackGinger GrantMorning! Status before the 1:1 if you get a minutetoday
- Slack#facilitiesKelly is the 2B booking still needed for the whole week1d
- Slack#office-moveadding Kelly — the cabling quote came back higher than the budget line1d
Today
A few things the desk still needs. Each one switches something on.
- Log what you did todayyour week starts being measured, made against ran
- Say what your hours and costs arewhat to charge works out the least you can charge
- Write down what you want done by the end of the monththe long game has something to hold you to