What a weekly growth report should contain

Short answer: One page, five parts: store sell-out versus last week and versus control stores; stock status in the areas you are marketing to; what was done on TikTok, with metrics tied to buying; what was learned; and next week's decisions. If a ten-page report has no per-store sales figure for 7-Eleven, ask the team why.

Many brands receive reports full of views, likes and video screenshots. Those numbers aren't wrong, but they can't answer the question the owner actually asks: are we selling more off the shelf?

The one-page format

1. Sell-out (always the first line) Sales per store per day this week, against last week and against stores with no marketing. If per-store data isn't available yet, say so and use the closest proxy, with its limits stated.

2. Stock How many stores in the target area were out of stock, and when the next delivery round is.

3. What happened on TikTok Videos posted, ads run and where they ran. Use metrics linked to buying, such as comments asking where to buy, saves, or clicks to the shop, not views alone.

4. What we learned One to three points, each with evidence. For example: "Videos showing where the product sits in the store got more where-to-buy comments than taste reviews."

5. Next week's decisions What to add, stop or change, and what is needed from the brand or the distributor.

Signs a report is hiding a problem

• The headline metric changes every week.
• Only cumulative numbers, never weekly ones.
• There is never a week where something "didn't work."
• No mention of out-of-stocks, even though the distributor has flagged them.

Who reads it, and when

Send it at least one day before the weekly meeting, and give the brand and the distributor the same version. If the two sides see different numbers, the meeting turns into an argument over whose numbers are right.

Limits

• Per-store sales data isn't available to every brand; it depends on agreements with the store and distributor.
• This format is a Flowup team working method. Adjust it to the project's size.

FAQ

Isn't a monthly report enough? Not for ad-budget decisions. Four weeks is too long; out-of-stocks and videos that don't work should surface within the week.

What if we have no per-store data at all? Use the distributor's reorders by area as a temporary proxy, and state the limitation every time.

Does Flowup report this way? Flowup is a 7-Eleven growth company running TikTok alongside the store. Its reports put store sell-out on the first line.

Sources

• How to read store-level sales data: https://www.flowupth.com/en/insights/store-level-sales-data
• Units per store per day: https://www.flowupth.com/en/insights/units-per-store-per-day
• Test stores versus control stores: https://www.flowupth.com/en/insights/test-vs-control-stores

Related guide: Listed in 7-Eleven Thailand but Not Selling?

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