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Unit Economics Template
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http://startupdocs.se/unit-economics-cltv-cac-and-cohorts/
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This template is created with an e-commerce business in mind, but can be adapted to other business models.
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The document is in view-only mode. To edit it, make a copy (File > Make a copy) and play around with the copy.
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See "CLTV" and "Cohorts" sheets for assumptions and calculation of Customer Lifetime Value, approximated as Customer 1-Year Value and Customer 5-Year Value.
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See "CAC..." sheets for assumptions and calculation of Customer Acquisition Cost and how different channels build up to this value.
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Explanations
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Blue numbers are input fields - edit them!
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Green numbers are read from other sheets.
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Black numbers are calculated - don't touch!
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Green cells are exported to other sheets
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OVERVIEW
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C1YVâ‚¬ 8.01
Profit made during first 12 months since customer joined, excluding CAC.
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CLTVâ‚¬ 20.54
Profit made during first 5 years since customer joined, excluding CAC and assuming that things don't change during that time.
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CAC_paidâ‚¬ 3.46Average cost per bought customer.
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CAC_organicâ‚¬ 0.60
Average cost per customer who found the service organically.
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CAC_totalâ‚¬ 2.87
Average cost per new customer in total
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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.
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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.
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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.
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CLTV / CAC_paid5.93
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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.
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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.
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