StartupDocs.se - Unit Economics Template
 Share
The version of the browser you are using is no longer supported. Please upgrade to a supported browser.Dismiss

 
View only
 
 
Still loading...
ABCDEFGHIJKLMNOPQRSTUVWXYZAAABACADAEAFAGAHAIAJAKALAMANAOAPAQARASATAUAVAWAXAYAZBABBBCBDBEBFBGBHBIBJBKBLBMBNBOBPBQBRBSBTBUBVBWBXBYBZCACBCCCDCECFCGCHCICJCKCLCMCNCOCPCQCRCSCTCUCV
1
Unit Economics Template
2
For more information about this template, see www.startupdocs.se by Erik Byrenius. Latest update: 2015-12-03.
http://startupdocs.se/unit-economics-cltv-cac-and-cohorts/
3
This template is created with an e-commerce business in mind, but can be adapted to other business models.
4
The document is in view-only mode. To edit it, make a copy (File > Make a copy) and play around with the copy.
5
6
See "CLTV" and "Cohorts" sheets for assumptions and calculation of Customer Lifetime Value, approximated as Customer 1-Year Value and Customer 5-Year Value.
7
See "CAC..." sheets for assumptions and calculation of Customer Acquisition Cost and how different channels build up to this value.
8
9
Explanations
10
Blue numbers are input fields - edit them!
11
Green numbers are read from other sheets.
12
Black numbers are calculated - don't touch!
13
Green cells are exported to other sheets
14
15
OVERVIEW
16
C1YV€ 8.01
Profit made during first 12 months since customer joined, excluding CAC.
17
CLTV€ 20.54
Profit made during first 5 years since customer joined, excluding CAC and assuming that things don't change during that time.
18
19
CAC_paid€ 3.46Average cost per bought customer.
20
CAC_organic€ 0.60
Average cost per customer who found the service organically.
21
CAC_total€ 2.87
Average cost per new customer in total
22
23
C1YV / CAC2.79
The ratio between C1YV and CAC shows how solid your model is in an early business when it's hard to see more than 12 months ahead.
24
C1YV / CAC_paid2.31
If this number is >1, the customers you acquire through paid channels generate more profit for you during the first year than they cost to acquire.
25
26
CLTV / CAC7.15
The ratio between CLTV and CAC shows how solid your user acquisition model is long-term, given that you have accurate data. >3 is good.
27
CLTV / CAC_paid5.93
28
29
CAC break-even0.2
Months until the value of a customer is as high as the cost for acquiring an additional one. A must-know to understand cash flow.
30
CAC_paid break-even1.8
Months until the value of a customer is as high as the cost for acquiring an additional one through paid channels.
31
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
Loading...
 
 
 
Summary
CLTV
Cohorts
CAC Overview
CAC Sep-13
CAC Oct-13
CAC Nov-13
CAC Dec-13
CAC Jan-14