Period: Jan 2015 – Jun 2017 Source: AdventureWorks CSV Dataset 3 Years · 10 Territories · 18,148 Customers

Executive Overview

Top-line performance across all years, categories, and territories

💰
Total Revenue
$24.9M
2015 – Jun 2017
🧾
Total Orders
25,164
Unique order numbers
👤
Active Customers
17,416
96% of customer base
↩️
Return Rate
2.17%
By unit quantity
Monthly Revenue Trend Jan 2015 – Jun 2017
Strong growth acceleration starting mid-2016, with 2017 monthly revenue consistently above $1.2M. The 2016 H2 surge warrants investigation into what drove it.
Revenue by Category All time
Bikes dominate at 94.9% of revenue ($23.6M). Accessories contribute only 3.6% despite 4x the unit volume.
Year-over-Year Revenue
Orders per Year
Top Territory
    Australia leads all markets at $7.4M — ahead of the entire US combined.

    Sales Trends

    Monthly and annual revenue and order volume analysis

    📅
    2015 Revenue
    $6.4M
    2,630 orders · partial year
    📅
    2016 Revenue
    $9.3M
    10,695 orders · +45.6% YoY
    📅
    2017 Revenue (H1)
    $9.2M
    11,839 orders · first 6 months
    📊
    Avg Order Value
    $990
    Driven by high-price bikes
    Monthly Revenue vs. Order Volume Dual axis
    Order volume grew faster than revenue in 2016-2017, suggesting a shift toward lower-priced products (accessories/clothing) or smaller average basket sizes. The decoupling is visible from mid-2016.
    Revenue by Month (Seasonality) Avg across all years
    June is peak month. December 2016 had the single highest month at $1.64M.
    YoY Revenue & Orders Comparison
    2017 is on track to surpass $18M if H1 pace holds. Order count is growing strongly.

    Product Performance

    Revenue, units sold, and margin analysis by product and category

    🚲
    Bikes Revenue
    $23.6M
    13,929 units · 94.9% of total
    🎒
    Accessories Revenue
    $907K
    57,809 units · 3.6% of total
    👕
    Clothing Revenue
    $365K
    12,436 units · 1.5% of total
    🏆
    Top Product
    Mountain-200
    $7.2M combined revenue
    Top 10 Products by Revenue
    Category Mix: Revenue vs Units
    Massive disconnect: Accessories account for 68% of units but only 3.6% of revenue. Average accessory price is ~$16 vs ~$1,697 for bikes.

    Territory Performance

    Revenue contribution across 10 sales territories

    🇦🇺
    #1 Australia
    $7.4M
    29.8% of total revenue
    🇺🇸
    #2 Southwest US
    $4.8M
    19.4% of total revenue
    🇬🇧
    #4 United Kingdom
    $2.9M
    11.6% of total revenue
    🌐
    Total Territories
    10
    4 continents covered
    Revenue by Territory
    Territory Share of Revenue
    Territory Revenue Breakdown
    Australia is a standout: despite being geographically distant, it leads all US regions combined ($8.5M US total vs $7.4M Australia). Southeast and Northeast US are dramatically underperforming compared to Southwest and Northwest.

    Customer Segmentation

    Demographic profile of the 18,148-customer base

    👥
    Total Customers
    18,148
    17,416 made a purchase (96%)
    🏠
    Home Owners
    67.5%
    12,260 of 18,148 customers
    🎓
    College Educated
    71.8%
    Bachelors or higher
    💼
    Top Occupation
    Professional
    5,424 customers (29.9%)
    By Occupation
    By Annual Income
    By Education Level
    Customer Profile Summary
    Gender Split
    50.3% Male / 49.0% Female
    Median Income Band
    $40K – $70K
    Most Common Education
    Bachelor's Degree
    Top Occupation
    Professional (29.9%)
    Home Ownership
    67.5% own their home
    Purchase Conversion
    96.0% of base bought
    Ideal profile: Middle-income, college-educated professional homeowner. This is a high-intent, financially stable buyer segment that justifies premium bike pricing.

    Returns Analysis

    Return volumes, categories, and territories

    ↩️
    Total Return Events
    1,809
    Across all categories
    📦
    Units Returned
    1,828
    vs 84,174 units sold
    ✅
    Overall Return Rate
    2.17%
    Healthy — industry avg ~5%
    🎒
    Most Returned
    Accessories
    1,130 units returned
    Returns by Category (Units)
    Return Rate by Category Returns / Units sold
    Accessories have the highest return rate at ~2.0%. Bikes are the best performers at 3.1% return rate but represent far higher revenue risk per return event.