- 0:00–0:06
Illustrative basket • Start from one order • Totals mix definitions • Payments data counts transactions
The Illustrative basket badge stays fixed in its lane. A large faint card for a market-size total rises into place; it carries no number, chart or map. The notes "Totals mix definitions" and "Payments data counts transactions" attach to it, and the card dims behind them. One sharp order card with an empty dashed slot then rises: the starting point.
- 0:06–0:12
Illustrative basket • Keep fixed costs outside • Illustrative numbers • Revenue kept • Variable costs • Contribution per order • Fixed costs
The article's fixed-costs-outside figure: inside the dashed order boundary, "Revenue kept" labels a pale block, "Variable costs" its three slices and "Contribution per order" a small cyan chip; outside it stand a column of chips and the "Fixed costs" block. The slices start upright against the block and peel away one after another, and the contribution chip drops out under the block. A marker carries it across the order boundary to the column, which gains one more chip and still stops well short of the top of the fixed-cost block. An "Illustrative numbers" tag stays on screen. No amount appears.
- 0:12–0:18
Illustrative basket • Does the first order pay for itself? • Acquisition on its own line • Repeat orders by cohort
An "Acquisition on its own line" card comes down beside the badge and stays on its own side of a dashed divider, apart from the orders. Under the "Repeat orders by cohort" header, a blank order card for the first purchase arrives, a dashed arrow leads on, and a second blank order card arrives for the repeat purchase. No sums appear.
- 0:18–0:24
Illustrative basket • Track delivery by city • Delivery success • Delivery time • Return rate
Three blank city columns without names rise. The measures "Delivery success", "Delivery time" and "Return rate" appear one row at a time, and each column receives an empty dashed slot for each measure. The slots stay empty.
- 0:24–0:30
Illustrative basket • Name who owns invoicing • Check your revenue history • Store order • E-invoice • Tax platform • Who owns the link?
The article's who-owns-invoicing figure: "Store order" leads to "E-invoice", which leads to "Tax platform"; three unlabelled systems stand behind the invoice, and the empty role badge "Who owns the link?" hangs above the second arrow. A marker travels from the store order into the invoice, comes out on the second arrow and stops before the tax platform. The badge pulses once and stays empty. A "Check your revenue history" note attaches below.
An illustrative basket sets the market-size total aside, keeps fixed costs outside the order, asks whether the first order covers acquisition, tracks delivery by city and names who owns invoicing. No amounts appear on screen or in the narration, and nothing is launched.
Read the article: GCC E-commerce Unit Economics: Work Out One Order First