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Briefing · Written

The question nobody types:
is there anything I need to know?

Five short sections in the order a person actually wants them — what happened, what moved, what to watch, what to do, and how the business is holding up. Assembled from the figures already on the screen, by rules that produce the same briefing twice for the same period.

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Measured, not estimated · EU-hosted · Read-only by default

On the screenA morning brief, composed from the sample store
ProfflowDaily briefing · 07:00

Yesterday, 9 Oct: €287 from 2 orders. After VAT, goods, fees, €38 of ads (spread from Settings) and a day of fixed costs, €101 stayed.

Last 30 days: €7,940 in, €2,521 kept — a 31.8% margin on 68 orders.

Cash: €2,959 safe to spend today; the lowest day ahead is 1 Nov, at €4,459. A projection from your figures, not a bank balance.

OSS return for Q3 2026 is due 31 Oct. €1,429 of VAT sits inside this period's sales.

One day is a reading, not a trend. Nothing here is advice.

The words are the product’s own report engine run on the sample store. It reports on a day, puts the month beside it, and says what it is not sure of. It goes to email or Telegram at the time you set.

One day of a small store is a reading, not a trend, so the daily briefing is not permitted to give advice. And "nothing needs you today" is a useful sentence — manufacturing a finding to fill the space is how these things become unread.

01 / The case for it

A dashboard answers questions. You have to know which to ask.

Without it

Twenty screens of figures assume you already know where to look. The question nobody types is the one that actually matters on a Monday morning: is there anything I need to know.

What Profflow does

Five sections, in the order a person wants them.

What happened, what moved, what to watch, what to do, and how the business is holding up. Assembled by rules from the figures already on the screen — so it produces the same briefing twice for the same period, and every sentence carries the figure from the card beside it.

02 / Worth understanding

What a daily report should and should not do

  • Reporting daily, advising weekly

    A single day is noise as often as it is a signal. The daily brief says what happened; the weekly and monthly ones are where a recommendation belongs, because that is the first point at which a change is distinguishable from a Tuesday.

  • The last section is the important one

    A brief that never admits uncertainty is a brief that has stopped being useful. What the product does not know — missing costs, an unreported fee day, a channel not connected — is a section of its own rather than a footnote nobody reads.

  • It goes where you already are

    Telegram or email, at a time you set. A report that requires logging in to read is a report that gets read on the days when things are already going well.

03 / What it lets you do

What follows from getting Briefing right.

  • Three windows, three licences

    A day is too short to conclude anything about a trend, so the daily briefing reports and does not advise. A month is long enough that the advice is the point.

  • Every sentence traceable

    Each figure in the prose is the figure on the card, because it is the same number and not a second derivation of it.

  • A quiet period says so

    “Nothing needs you today” is a useful sentence and most days it is the true one. Manufacturing a finding to fill the space is how these things become unread.

  • What moved, with the amount

    Not “costs rose” but which line, by how much, and against what.

  • What to watch

    The figure that is not yet a problem and is heading toward one.

  • Same input, same output

    Two people opening the same period read the same briefing. A report that varies is a report nobody can quote.

04 / What it is built from

Briefing is assembled
from accounts you already run.

01The period’s P&L02The period before it03Days that did not fit04Costs that moved05Alerts that fired06The health components
Briefing
Three windows, three licencesEvery sentence traceableA quiet period says soWhat moved, with the amount
  • 01The period’s P&L
  • 02The period before it
  • 03Days that did not fit
  • 04Costs that moved
  • 05Alerts that fired
  • 06The health components
Briefing
  • Three windows, three licences
  • Every sentence traceable
  • A quiet period says so
  • What moved, with the amount

05 / How it is worked out

From the account
to the figure on the screen.

  1. 01ReadsThe same figures the dashboard is rendering, for the same dates.
  2. 02OrdersWhat happened, what moved, what to watch, what to do, how it holds up.
  3. 03LimitsWhat it is allowed to conclude, by how long the window is.
  4. 04RepeatsThe same briefing for the same period, every time it is asked.

[ Asked of the figures ]

Is this written by a model?

No, and that is the point. A model would write nicer prose and would occasionally write a different figure than the card beside it. The assistant is where open questions go; this is the part that has to be right without being asked.

How Profflow reasons

06 / How the figure is kept honest

The same four rules,
on every screen.

  • Read-only, on every plan

    Profflow observes the accounts it is connected to. It does not write an order, a price, a campaign or a payout back to any of them.

  • Measured stays measured

    A charge read from an account is labelled measured. Anything modelled — a forecast, a projection, a filled gap — is labelled as such on the screen it appears on.

  • Every figure opens

    Follow any number to the dated rows underneath it. A figure nobody can check is a figure nobody acts on.

  • You approve

    The product prepares a decision and shows the evidence. Nothing consequential happens until you say so.

About
Briefing.

Can’t find the answer to your question?
Contact us by clicking here.

  • Because one day of a small store is a reading, not a trend. Advice off a single day is how a product teaches people to act on noise.

  • Not yet. Profflow writes the briefing and shows it in the dashboard; there is no delivery channel built, and this page will say so until there is one.

  • No. It is the thing you read before you open anything, so that opening something is a decision rather than a habit.

  • Then it says the month was uneventful. That is information, and it takes ten seconds to read.

One system

The rest of the picture,
one view away.

See the whole product

See Briefing on your own figures.

Five short sections in the order a person actually wants them — what happened, what moved, what to watch, what to do, and how the business is holding up. Assembled from the figures already on the screen, by rules that produce the same briefing twice for the same period.

Get the Shopify app What it costs