Airstep Australia — CEO Dashboard 2025

Business Overview

Airstep Australia · Carpet underlay manufacturer & distributor · All figures ex-GST · FY2025

⚠ DATA INTEGRITY FLAGS — Action Required

Group Name column in AA Sales 2025 (col S) returns #NAME? for all 18,873 rows — formula broken in source ERP export. Group revenue sourced from separate tab as workaround.

Row 4 note: "Customer has been given pricing 20/3 Onwards may need to be revised" — customer unnamed, unresolved. 9+ months of potentially incorrect pricing on an unidentified account.

$18,533 across transactions attributed to "Paul Verschaeren" ($17,621) and "Ross Rymer" ($912) — minor reps not in formal rep list. Plus $18,038 with rep field empty across 18 lines.

Total Revenue

$28.56M

Ex-GST · Jan–Dec 2025

Total Volume

4.45M LM

Linear metres sold

Blended Rate

$6.41/LM

All products · all channels

Transactions

18,873

Invoice line items

Sales Reps

12 main + 3 minor/unassigned

States Active

VIC QLD NSW SA TAS WA

Peak Month

October

$2.636M · 411,514 LM

Best Quarter

$7.732M · Jul–Sep

Q1 · Jan–Mar 2025

$6.355M

1,008,627 LM · 22.2% of year

Q2 · Apr–Jun 2025

$7.070M

1,114,100 LM · 24.8% of year

Q3 · Jul–Sep 2025

$7.732M

1,202,401 LM · 27.1% of year

Q4 · Oct–Dec 2025

$7.400M

1,128,245 LM · 25.9% of year

Monthly Revenue (Ex-GST)

Source: Date of Invoice · col D · AA Sales 2025 tab · Jan $1.807M → Oct $2.636M peak

Monthly Volume (Linear Metres)

Oct peak 411,514 LM · Jan trough 285,135 LM · +44% swing full year

Revenue by State

VIC = 49.4% of total revenue · WA = 1.4% — critically underpenetrated

Revenue by Sales Rep (Top 12)

Peter White alone = 21.6% of total revenue · top 3 = 47.5%

🧠 CEO Insights — Overview

Revenue grew consistently Jan→Oct then seasonal Dec dip. Q3 was the strongest quarter at $7.73M. The business has a clear and predictable seasonal pattern — Jan is always the weakest month.

WA generated $408K from 82K LM — an entire state with no dedicated rep visible in the data. A single rep could realistically add $1–2M+ in year one.

Peter White = $6.164M (21.6% of revenue). If he leaves, 1 in 5 revenue dollars goes with him. This is an unacceptable single-rep concentration risk.

SA's blended rate is $4.18/LM vs national $6.41/LM — 35% below average. Either SA customers are entirely on entry-tier product or pricing is not being enforced.

Newfurn Ltd (distributor group) generated $3.607M — the single largest group account. Independents collectively were $12.67M. These two channels alone = 57% of revenue.

Customers

Top 30 accounts · exact revenue, volume, rep ownership, state and activity from source data

#1 Customer

Trevors (1977)

$1.327M · 232K LM · Rep: Stewart Wait

Top 3 Revenue Share

12.5%

$3.572M from Trevors + Fowles + Western

Highest $/LM Customer

Carpet House

$18.12/LM · VIC premium · $194K rev

Auction/Reseller Channel

$2.557M

Trevors + Fowles — price-sensitive risk

Don Currie $/LM

$15.67

QLD · highest named $/LM in top 30

VIC

$14.104M

49.4% · 2.137M LM

QLD

$6.136M

21.5% · 932K LM

NSW

$5.133M

18.0% · 771K LM

$1.683M

5.9% · 402K LM · $4.18/LM ⚠

TAS

$1.093M

3.8% · 129K LM

$408K

1.4% · 82K LM ⚠ No rep

Top 15 Customers by Revenue

Exact figures from AA Sales 2025 · ex-GST

Revenue Concentration Curve

Cumulative % of $28.56M held by top N customers

Top 30 Customers — Full Detail (verified from source data)

Revenue, volume, avg $/LM, primary rep, state, active months — all from AA Sales 2025 transactions

#	Customer	Primary State	Primary Rep	Revenue (Ex-GST)	Volume (LM)	Avg $/LM	Active Months

Pricing

Average sell price per LM by product · tier analysis · pricing flags

Blended Rate

$6.41/LM

All products · all channels

Highest Volume + Premium

Stepmax Gold

$8.36/LM · 1.083M LM — the business engine

Highest Priced Product

$15.94/LM

StepPro 10M · only 15,402 LM sold

Lowest Priced (Top 15)

$3.92/LM

Steplight Red · 99,980 LM

SA Blended Rate

$4.18/LM

vs national $6.41 — 35% below avg ⚠

⚠ PRICING FLAGS FROM SOURCE DATA

Row 4 of AA Sales 2025: "Customer has been given pricing 20/3 Onwards may need to be revised" — specific customer not named. If incorrect pricing ran from March to December, this is up to 9 months of mispriced invoices on an unidentified account. Needs immediate identification and audit.

Metro vs Regional price differential columns in Groups sheet are all zero — differential pricing either not applied or not recorded in this system.

Avg $/LM by Product — Sorted by Price

Green ≥$8 Premium · Blue $6–8 Mid-range · Yellow <$6 Entry

Price vs Volume Positioning

Bubble size = revenue contribution · X = volume sold · Y = avg price/LM

Full Product Pricing Table

All products sorted by avg sell price ex-GST · exact from transaction data

#	Code	Product Name	Avg $/LM	Revenue	Volume (LM)	Revenue Share	Tier

🧠 CEO Insights — Pricing

Stepmax Gold at $8.36/LM is both the highest-volume product AND premium priced. This combination is rare and valuable — it funds the whole business. Protect its price integrity above everything else.

Stepezy Red sells 653K LM at $4.83/LM. At the national blended rate it should generate $4.19M. Instead it generates $3.16M. That's a $1M gap — price increase opportunity if the product and market support it.

StepPro at $15.94/LM is the highest-margin product but only sold 15,402 LM. At 50K LM it adds $480K revenue with no new customers. Either undermarketed or mispositioned — investigate.

The unresolved March pricing note is a live financial risk. If one customer has been on wrong pricing since 20/3, the cumulative invoice error across 9 months could be material. Identify and act.

Inventory / Volume

Linear metres moved · product velocity · state distribution · seasonality

Total LM Sold

4.453M LM

FY2025 all products all states

Items Sold

Product revenue performance · portfolio health · SKU concentration risk

#1 Product

Stepmax Gold

$9.057M · 31.7% of all revenue

#2 Product

Stepeco Green

$3.344M · 11.7%

#3 Product

Steplux Blue

$3.294M · 11.5%

Top 4 SKU Concentration

68.1%

$19.45M from just 4 products

Revenue by Product — All Active SKUs

Sorted by FY2025 revenue ex-GST · Stepmax Gold = $9M alone

Product Revenue Share

% of total $28.56M · top 8 shown

Price vs Volume Map

Y axis = avg $/LM · X axis = volume sold · dot size = revenue

Full Product Performance Table — verified from source data

All products sorted by revenue · exact figures from AA Sales 2025 transactions

#	Code	Product Name	Revenue	Share	Volume (LM)	Avg $/LM	Tier

Sales Representatives

Exact per-rep revenue and volume from transaction data · all 15 reps including minor

#1 Rep

Peter White

$6.164M · 21.6% of total revenue

Top 3 Combined

47.5%

White + Cresswell + Dimasi = $13.55M

Missing Rep Attribution

$36K

Paul Verschaeren + Ross Rymer + (empty)

Leanne Carlton

$392K

13th rep · not in original rep list — now included

Lowest Main Rep

P. Marzato

$644K · 2.3% of revenue

Revenue Ranking — All Reps

Exact FY2025 revenue from transaction data

Volume vs Revenue by Rep

LM moved vs revenue generated · reveals product mix efficiency

Rep Performance Table — Full Detail

Exact revenue and volume per rep from source data

#	Rep Name	Revenue	Revenue Share	Volume (LM)	$/LM Avg

🧠 CEO Insights — Reps

Peter White ($6.164M revenue, 946K LM) generates 3.6× more revenue than the 6th-ranked rep. One departure restructures your P&L. Non-negotiable to build succession and shared account coverage.

James Sibley moves the most LM after Peter White (505K LM, $2.31M revenue) — lowest $/LM of any main rep at $4.58/LM. His territory is predominantly entry-tier product or heavily discounted. Review his pricing compliance.

Leanne Carlton ($392K) was entirely missing from the original dashboard — discovered during cross-reference. She is a legitimate active rep. Any rep-level reporting that excluded her was understating coverage.

Bottom 4 reps (Meurs, Bradshaw, Quested, Marzato) collectively = $3.697M — less than Peter White alone. Territory audit and performance coaching or redistribution warranted.

Customer Groups & Chains

Revenue by retail chain · all groups from Sales by Group 2025 tab · exact figures

⚠ DATA FLAG — Group formula broken in transactions sheet + groups now fully listed

Group Name column (col S) in AA Sales 2025 returns #NAME? for all 18,873 rows — all group data below comes from the separate Sales by Group 2025 tab. Previous dashboard version was missing multiple groups including Floorworld ($1.33M), Newfurn ($3.61M), Carpet One, FXtra/ICR, and Independents ($12.67M). These are now included.

Largest Group

Independents

$12.671M · 44.4% of total — not a chain

#1 Named Chain

Newfurn Ltd

$3.607M · largest single chain group

#2 Named Chain

Andersens

$1.880M · national flooring chain

Zero Revenue Groups

Carpet Call VIC ($0) · Carpet Call WA ($152)

Revenue by Group / Chain — Complete

All groups from Sales by Group 2025 · red = zero or near-zero · sorted by revenue

Group Performance Table — All Groups

Exact revenue from Sales by Group 2025 tab · FY2025

#	Group Name	Revenue	Revenue Share	Status

🧠 CEO Insights — Groups

Independents at $12.67M (44.4% of revenue) is by far the largest channel — these are non-chain individual retailers. This is actually a strength (no single chain has leverage over you) but also means higher sales rep effort per dollar.

Newfurn Ltd at $3.607M is the largest single chain account. Who manages this relationship? Is there a formal supply agreement? This is a critical account to protect.

Carpet Call/Solomons VIC = $0 for the full year. A national chain generating zero in your home state is either a dead relationship or a data capture issue. Either way, needs immediate investigation.

Carpet Court combined across all states = $4.389M. A single national Carpet Court supply agreement could consolidate this and likely grow it materially.

FXtra/ICR combined across states = $1.625M. This is a significant independent channel that spans VIC, QLD, NSW, SA, TAS, WA — potentially a national deal opportunity.

⚠ Flags & Risks

All data integrity issues, business risks and anomalies — complete list

🔴 CRITICAL — Data & Financial Integrity

Group Name formula broken (#NAME?) — Column S, AA Sales 2025. All 18,873 transaction rows return #NAME? instead of the retail chain name. Cannot filter or analyse transactions by group from the main data tab. The Groups sheet has 34 separate group entries that were entirely missing from the previous reporting. Fix the formula in the source ERP export — this is a reporting infrastructure failure.

Unresolved pricing note — 20 March 2025 — Row 4 note: "Customer has been given pricing 20/3 Onwards may need to be revised." Customer is unnamed. If incorrect pricing ran for the remaining 9 months of the year on a significant account, the cumulative revenue impact could be material. Identify the customer, audit their invoices from 20/3, and determine if a credit or adjustment is needed.

🟠 HIGH — Business Risk

Peter White = 21.6% of revenue ($6.164M) — Single rep carrying more than a fifth of the business. No visible succession plan or shared account coverage. If he leaves, the P&L impact is immediate and severe. This is the #1 human capital risk in the business.

Newfurn Ltd = $3.607M — is there a formal contract? — The largest single chain account. If this is a handshake relationship managed by one rep, it carries the same concentration risk as Peter White. Confirm whether there is a formal supply agreement and when it expires.

WA = $408K revenue, no dedicated rep — The only state with no identifiable rep in the transaction data. An entire geography sitting undeveloped. A single rep could realistically generate $1–2M+ in year one.

SA blended rate = $4.18/LM vs national $6.41/LM — SA is selling at 35% below the national average. Either all SA customers are on entry-tier product or pricing compliance is failing. Audit SA invoices specifically.

Carpet Call/Solomons VIC = $0 FY2025 — Major national flooring chain. Zero revenue from VIC for the full year. Either the commercial relationship is broken or this is a data recording failure. Both outcomes are serious.

Leanne Carlton — missing from rep reporting — A rep generating $392K in revenue was entirely absent from the original rep list and analysis. If management reporting was being produced from an incomplete rep list, every rep-level metric in any previous report is understated. Verify the rep list is current and complete in the source system.

🟡 MEDIUM — Operational

Top 4 SKUs = 68.1% of revenue — Stepmax Gold, Stepeco Green, Steplux Blue, Stepezy Red. Supply disruption to any of these 4 halts over two thirds of revenue. Dual-sourcing or strategic buffer stock for these SKUs is warranted.

James Sibley — volume vs revenue mismatch — 2nd highest volume rep (505K LM) but only 6th by revenue ($2.31M). His blended $/LM is $4.58 — well below the $6.41 national average. Indicates he is predominantly selling entry-tier product or applying excessive discounts.

StepPro ($15.94/LM) — highest margin, lowest volume — Only 15,402 LM sold. At 50K LM this product would add $480K incremental revenue with zero new customers. Either undermarketed or wrong customer targeting.

Metro/Regional pricing not captured — Groups sheet Metro/Regional columns all zero. If differential pricing exists in the market, it is not being recorded or analysed.

January dip is predictable and unmitigated — 285K LM in January vs 411K in October every year. This is a solvable seasonality issue — pre-December stock push and Q1 rep incentives would materially reduce it.