Content Marketing CAC with Growth Lever Graphs

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1		This model was made by Grow and Convert. Full post and details of how to use this model are at:
2		https://growandconvert.com/content-marketing/customer-acquisition-cost/
3		For a further explaination of how to use the model, check out our webinar on CAC of Content Marketing:
4		https://www.youtube.com/watch?v=ywcJvXzfju8
5		Questions, praise, or need more instructions? Email devesh@growandconvert.com
6		This spreadsheet is view only, so start by making a copy to your own drive to edit and customize it.
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8		Self Serve B2C SaaS example		B2B Enterprise Sales example		Varying Traffic					Varying Full Time Salary/Time					Varying Articles Per Month					Varying Promotion Spend Per Article					Improving Visitor-to-Lead Conversion Rate					Improving Lead to Paid Conversion Rate
9		Costs per acquisition	$94	Costs per acquisition	$867	$187.78	$93.89	$35.21	$18.78	$11.27	$21.67	$32.78	$77.22	$132.78	$188.33	$78.89	$83.89	$88.89	$93.89	$113.89	$93.89	$93.96	$97.22	$107.22	$127.22	$375.56	$187.78	$125.19	$62.59	$37.56	$234.72	$117.36	$78.24	$62.59	$37.56
10		(of a paying customer)		(of a paying customer)
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24		ACQUISITION		ACQUISITION
25		Paying customers/month	60	Paying customers/month	1.5	30	60	160	300	500	60	60	60	60	60	60	60	60	60	60	60	60	60	60	60	15	30	45	90	150	24	48	72	90	150
26		Monthly unique visitors	30,000	Monthly unique visitors	30,000	15,000	30,000	80,000	150,000	250,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000	30,000
27		Free Trials per unique visitor (%)	2.0%	Qualifid leads per unique visitor (%)	0.05%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%	2%	0.50%	1%	2%	3%	5%	2%	2%	2%	2%	2%
28		Free Trials per month	600	Leads per month	15	300	600	1600	3000	5000	600	600	600	600	600	600	600	600	600	600	600	600	600	600	600	150	300	450	900	1500	600	600	600	600	600
29		Free to paid conversion rate	10%	Lead to paid conversion rate	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	10%	4%	8%	12%	15%	25%
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32		COSTS		COSTS
33		Total monthly costs	$5,633	Total monthly costs	$1,300	$5,633	$5,633	$5,633	$5,633	$5,633	$1,300	$1,967	$4,633	$7,967	$11,300	$4,733	$5,033	$5,333	$5,633	$6,833	$5,633	$5,637	$5,833	$6,433	$7,633	$5,633	$5,633	$5,633	$5,633	$5,633	$5,633	$5,633	$5,633	$5,633	$5,633
34		Cost per article		Cost per article
35		Writer	$300	Writer	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300
36		Graphics	$0	Graphics	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0	$0
37		Ads (promotion)		Ads (promotion)																		$1	$50	$200	$500
38		Subtotal per article	$300	Subtotal per article	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300	$301	$350	$500	$800	$300	$300	$300	$300	$300	$300	$300	$300	$300	$300
39		Articles per month	4	Articles per month	4	4	4	4	4	4	4	4	4	4	4	1	2	3	4	8	4	4	4	4	4	4	4	4	4	4	4	4	4	4	4
40		Total monthly cost per article	$1,200	Total monthly cost per article	$1,200	$1,200	$1,200	$1,200	$1,200	$1,200	$1,200	$1,200	$1,200	$1,200	$1,200	$300	$600	$900	$1,200	$2,400	$1,200	$1,204	$1,400	$2,000	$3,200	$1,200	$1,200	$1,200	$1,200	$1,200	$1,200	$1,200	$1,200	$1,200	$1,200
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42		Fixed Costs - Salaries		Fixed Costs - Salaries
43	50%	Marketing Manager	$ 4,333	Marketing Manager	$ -	$4,333	$4,333	$4,333	$4,333	$4,333	$ -	$ 667	$ 3,333	$ 6,667	$ 10,000	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333	$4,333
44	100%	Content associate	$ -	Content associate	$ -
45		Developer time		Developer time
46		Outside agency		Outside agency
47		Total	$ 4,333	Total	$ -	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ -	$ 667	$ 3,333	$ 6,667	$ 10,000	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333	$ 4,333
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50		Fixed Costs - Software		Fixed Costs - Software
51		Email Provider	$50	Email Provider	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50
52		Landing Page Software	$30	Landing Page Software	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30	$30
53		Optin Software	$20	Optin Software	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20	$20
54		Marketing Automation	$0	Marketing Automation	$0
55		Total	$100	Total	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100	$100
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58		Other Channels		Other Channels
59		Outbound Sales CAC		Outbound Sales CAC	$2,500
60		Acquisition		Acquisition
61		Paying customers/month		Paying customers/month	10
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63		Costs		Costs
64		Monthly Sales Person cost		Monthly Sales Person cost	$12,500
65		# of sales people		# of sales people	2
66		Total Sales person costs		Total Sales person costs	25000
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68		Other sales related costs		Other sales related costs	$0
69		Total Sales Costs		Total Sales Costs	$25,000
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72		Paid Ads CAC	$250	Paid Ads CAC	$2,000
73		Paying customers/month	80	Paying customers/month	10
74		Monthly unique visitors	10,000	Monthly unique visitors	10,000
75		Free Trials per unique visitor (%)	8%	Qualified Leads per unique visitor (%)	1%
76		Free Trials per month	800	Leads per month	100
77		Free Trials to paying customer	10%	Leads to paying customer	10%
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79		Costs		Costs
80		Cost per click	$2.00	Cost per click	$2.00
81		Total Monthly Costs	$20,000	Total Monthly Costs	$20,000
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