BriefingWrittenLive
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.
Measured, not estimated EU-hosted Read-only by default
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 / What it looks like
The brief, as it arrives
Profflow · Morning brief07:00
What happenedYesterday: €96 net on €412 of revenue. Twenty-three days in profit this month.
What movedAdvertising €40 above average; two refunds against earlier orders.
What to watchTikTok prospecting is returning 3.6× against a 4.19× break-even.
What it is worthPausing that campaign is about €180 a month at the current spend.
What we are not sure aboutThree variants still have no cost of goods; their margin is unknown.
Five short sections in the order a person wants them. It reports on a day and advises on a week, because one day is rarely enough to act on.
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.
03 / 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.
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 amount05 / How it is worked out
From the account
to the figure on the screen.
- 01ReadsThe same figures the dashboard is rendering, for the same dates.
- 02OrdersWhat happened, what moved, what to watch, what to do, how it holds up.
- 03LimitsWhat it is allowed to conclude, by how long the window is.
- 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 reasons06 / 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.
07 / How the figure is kept honest
The same four rules,
on every screen.
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.
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.
Follow any number to the dated rows underneath it. A figure nobody can check is a figure nobody acts on.
The product prepares a decision and shows the evidence. Nothing consequential happens until you say so.
Questions
About Briefing.
- Why does the daily one not tell me what to do?
- 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.
- Can I get it by email or in a messenger?
- 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.
- Does it replace looking at the numbers?
- No. It is the thing you read before you open anything, so that opening something is a decision rather than a habit.
- What if the month was uneventful?
- Then it says the month was uneventful. That is information, and it takes ten seconds to read.
One operating system
The rest of the picture,
one view away.
Each part is useful on its own. Profflow holds them in one model, so a figure here carries the context from everywhere else.
See the whole productSee 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.