Growth Objective Calculator (Client)
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ABC
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Growth Objective Calculator
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Guesstimating Current Sales MONTHLY\$1,000,000.00Guesstimate
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3% Growth\$30,000.00This can be realized with a consistent campaign in all three stages working together. (2.5% is typical of more modest efforts in all three stages of the Purchase funnel-Internal, Direct and Mass, but as a new business it is not unrealistic to have these goals.)
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5% Growth\$50,000.00This means you have a solid (upwads of 10% of budget), well-invested, consistent plan for internal, direct and mass working together. This means advertising every month, and having a solid strategy in all three stages
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Small Purchase\$100.00
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Medium Purcase\$500.00
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High Purchase\$900.00
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Average Sale Price\$500.00
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What % are 1x customers?50.00%If it is 50% or higher it means we have more work to do internally. However, it is important to know industry standards.
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Avg.Cust.Worth Large (annual)\$1,500.00Based on repeat business X3
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Avg.Cust.Worth Medium (annual)\$1,000.00Based on repeat business X2
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Avg.Cust.Worth Small (annual)\$500.00Based on repeat business 1
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Avg. Annual Customer Worth\$1,000.00Figure out your top tier spender, lowest spender and middle first to figure your average ANNUAL customer worth.
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Avg. Number of Customers ANNUALLY1,000.00If this number is way off from the formula than it tells us that one or all 3 of the estimates of the Annual Customer Worth values is off.
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Avg. Number of Customers MONTHLY83.33
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Additional number of new regular, ANNUAL, customers needed to reach 3% growth30.00
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Close percent (based on visits)35%Guesstimate of your calls AND walk in traffic. You do need to know what percent of your calls/walk-ins close. This also tells you if your internal is effective. The average close ratio for most sales is around 35%. Some products higher, some lower.
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Additional number of new prospects needed ANNUALLY49.50This is where you track number of new inquiries ANNUALLY. It is important to know your close ratio on the phone and how many calls you are getting now.
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Additional number of new prospects needed MONTHLY4.13
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Cost of advertising one year\$4,500.00
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Number of new ANNUAL customers needed to return Investment4.50Based on annual avg customer worth
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Customer Market Potential 90,000450,000 people in Boulder County-and approx. 171,000 homes in the BOCO market. 350,000 East County alone.

EXAMPLE: 30% of market purchases service in year.
Do a quick google to find "how many people buy XXX in a year"
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Number of competitors in marketplace100Look up how many competitors
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Average prospects per store900This means you have a dominant market presence and we will have to start operating like big stores (think Jake Jabs) to steal away more market.
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YS Circulation
(Not readership, but print run)
70,000
48,000 mailed
this is why it is so critical to know actual distribution of a vehicle and not estimated reader counts, but also exactly where they go.
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Percent of YS Households that could be in the market for XXX product21,000Based on YS print run of 70,000-48,000 mailed to homes aged 30-60, earning \$100,000 and up
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Average expcted growth from a SINGLE platform ANNUALLY 1.5% 32Typically adding a single platform, if it is the right demographic and you have a consistent campaign can see 1.5% growth
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Average expcted growth from a SINGLE platform ANNUALLY .5*11A 6 month campaign still plucks 19 potential new customers from YS
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Percent of Daily Camera HH8,10027,000 daily print run-23,000 subscribers. Camera primarily targets homowners aged 55+
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Percent of Boulder Weekly HH9,00030,000 weekly print run-none mailed to homes. BW is primarily targeting renters aged 18-30 and older political activists.
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