### What's Inside
**Executive Summary** — Four KPI cards (Total Sales $118.7M, Profit $16.9M at 14.2% margin, 1.1M units, $9.2M discount impact) anchored by a monthly sales trend line, with breakdowns by segment, country, and product. The single page a CFO needs to see first.
**Profitability Analysis** — A waterfall chart traces the path from $127.9M Gross Sales through Discounts and COGS down to $16.9M Net Profit. Supported by monthly margin trends (10–18% range), segment-level Profit vs COGS comparison, and product profitability ranking. Paseo leads at ~$5M profit.
**Discount & Pricing** — Reveals that High discount band captures ~14% discount rate while Medium and Low trail behind. A combo chart overlays Total Discounts against Discount Rate % by product, exposing which products are discount-heavy. The 100% stacked bar shows discount band distribution varies significantly across segments.
**Geographic Breakdown** — A summary matrix provides country-level Sales, Profit, Margin %, and Units Sold at a glance. Germany leads in margin (15.7%) while the US leads in revenue ($25M) but trails in margin (12.0%). Profit Margin % line chart makes the spread instantly visible.
**YoY & Efficiency** — Side-by-side column charts show 2013 vs 2014 growth for both Sales and Profit. A combo chart breaks down Sales, COGS, and Profit per product with a Profit per Unit line overlay — highlighting that VTT and Amarilla deliver the highest per-unit returns despite not leading in volume.
### Design Approach
- Olive/gold monochromatic theme with light gray card backgrounds for a clean, professional look
- Consistent page navigator on every page for seamless exploration
- Max 4 visuals per page — reduces cognitive load, increases focus
- 31 custom DAX measures organized into folders (Core Metrics, Ratios, YoY Analysis, Efficiency, Rankings)
- Custom calculated table powering the waterfall chart
- Month Label column with chronological sort order for accurate time axes
### Data
Power BI Financials sample: 700 transactions, 6 products (Paseo, VTT, Velo, Amarilla, Montana, Carretera), 5 countries, 5 segments, spanning Sep 2013 – Dec 2014.
`financial-analysis` `executive-dashboard` `DAX` `waterfall-chart` `YoY-analysis` `profitability` `sample-data` `discount-analysis`
