IBC, founded in 2017, is a global bike company specializing in bicycles and bicycle parts. IBC possesses extensive sales data that was previously underutilized. This data is now being analyzed to uncover valuable insights and drive improved commercial performance.
This dashboard was created in Power BI. The data was cleaned using Excel and Power Query.
IBC’s main objectives are to leverage underutilized sales data for increased profitability, strengthen product offerings by focusing on high-margin subcategories, and tailor regional strategies to boost revenue and customer loyalty. Additionally, the company aims to address underperforming products, refine marketing approaches, and optimize production plans to ensure sustainable growth across its global footprint.
From Q3 2017 to Q2 2020, IBC generated $110.3 million in total revenue and $13.1 million in total profit, with 2019 marking its peak year ($43M revenue, $4.6M profit). Bikes remained the top category ($36M in 2019) yet held a profit margin of only 13%, while Accessories, though contributing the least revenue ($651k in 2019), boasted a 59% margin. Subcategories like Fenders, Bike Stands, and Tires & Tubes showed margins above 60%, whereas Jerseys and Touring Frames registered weak or negative returns. Regionally, France and Germany emerged as key markets, demonstrating strong per-customer revenue potential, and Australia and the US stood out for top-performing bike subcategories.
- Capitalize on High-Margin Items: Focus on subcategories and categories with the highest profit margins, including Accessories (59% margin), Fenders, Bike Stands, and Tires & Tubes.
- Optimize Underperforming Products: Revisit pricing, production, and marketing strategies for subcategories with weak or negative profit margins (e.g., Jerseys, Touring Frames).
- Leverage Best-Selling Categories: Bikes consistently show strong revenue (peaking at $36 million in 2019). Strengthen marketing campaigns and supply chain management around key bike subcategories (Mountain Bikes, Road Bikes) to build momentum.
- Tailor Efforts to Top Regions and Customers: Countries such as France and Germany have higher average revenue per top customer ($13k in France, $10k in Germany). Create targeted promotions or loyalty programs for France and Germany to further increase sales.
This analysis was focused on providing insights in the following key areas:
- Total Revenue: $110.3 million
- Growth Over Time: Increased from $6 million in Q3 2017 to $12.8 million in Q2 2020.
- Best Quarter: Q3 2019, generating $14.1 million.
- Weakest Quarter: Q4 2017, with $5.9 million.
- Peak Year: Revenue peaked at $43 million in 2019.
- Total Profit: $13.1 million
- Growth Over Time: Increased from $963k in Q3 2017 to $1.6 million in Q2 2020.
- Best Quarter: Q1 2020, with $1.9 million in profit.
- Weakest Quarter: Q2 2018, with $379k in profit.
- Peak Year: Annual profit peaked at $4.6 million in 2019.
Bikes
- Revenue Growth: Increased from $5.7 million in Q3 2018 to $10.7 million in Q2 2020.
- Peak Revenue: $36 million in 2019, the highest-performing category.
- Profit Margin: 13%.
Components
- Revenue Growth: Increased from $310k in Q3 2018 to $1.4 million in Q2 2020.
- Peak Revenue: $5.5 million in 2019.
- Profit Margin: 15%.
Clothing
- Revenue Growth: Increased from $19k in Q3 2018 to $320k in Q2 2020.
- Peak Revenue: $1.1 million in 2019.
- Profit Margin: 24%.
Accessories
- Revenue Growth: Increased from $20k in Q3 2018 to $275k in Q2 2020.
- Peak Revenue: $651k in 2019, the lowest-performing category.
- Profit Margin: 59%.
- Most Profitable: The most profitable subcategories are Mountain Bikes ($6.1 million), Road Bikes ($4.4 million), Mountain Frames ($500k), Touring Bikes ($466k), and Helmets ($230k).
- Least Profitable: The least profitable subcategories are Jerseys (-$88k), Touring Frames (-$3k), Caps (-$0.9k), Chains ($2.4k), and Pumps ($4.2k).
- Best Profit Margin: The subcategories with the best profit margins are Fenders (63%), Bike Stands (63%), Tires & Tubes (62%), Bottles & Cages (61%), and Cleaners (55%).
- Worst Profit Margin: The subcategories with the worst profit margins are Touring Frames (0%), Jerseys (1%), Road Frames (4%), Touring Bikes (5%), and Caps (10%).
- Australia: The Road Bikes subcategory generates $1.9 million in profit, the second-best subcategory performance of any country.
- Canada: The Jerseys subcategory lost $20k in revenue—the worst-performing subcategory across countries.
- France: Top customers average $13k in revenue, the highest among all countries.
- Germany: The Clothing category earns only $8k, the lowest-performing category overall.
- UK: Top customers average $8k in revenue, aligning closely with the overall average.
- US: The Bikes category brings in $3.6 million in profit—the highest-performing category of any country.