ABCDEFGHIJKLMNOPQRSTUVWXYZAAABACADAEAFAGAHAIAJAKALAMANAOAPAQARASATAUAVAWAXAYAZBA
1
CLV / CAC Ratio Simulator
2
3
Input
4
5
AOV First Order 45
6
CM2 Margin50%
7
CLV First Order 23
8
CLV Extension200%
9
CLV 68
10
11
CLV / CAC Ratio 2.60
12
CAC 26
13
Starting Marketing Budget20,000
14
Marketing Budget Growth 5%
15
16
Lifecycle in Month 18
17
Distribution Ideal
18
Payback Period (months)2
19
20
CCC (in months)0
21
CM1 Margin65%
22
23
Starting Cash Balance100,000
24
Overhead Costs20%
25
26
27
Unit Economics01/01/202401/02/202401/03/202401/04/202401/05/202401/06/202401/07/202401/08/202401/09/202401/10/202401/11/202401/12/202401/01/202501/02/202501/03/202501/04/202501/05/202501/06/202501/07/202501/08/202501/09/202501/10/202501/11/202501/12/202501/01/202601/02/202601/03/202601/04/202601/05/202601/06/202601/07/202601/08/202601/09/202601/10/202601/11/202601/12/202601/01/202701/02/202701/03/202701/04/202701/05/202701/06/202701/07/202701/08/202701/09/202701/10/202701/11/202701/12/202701/01/202801/02/202801/03/2028
30
Marketing 20,000 21,000 22,050 23,153 24,310 25,526 26,802 28,142 29,549 31,027 32,578 34,207 35,917 37,713 39,599 41,579 43,657 45,840 48,132 50,539 53,066 55,719 58,505 61,430 64,502 67,727 71,113 74,669 78,403 82,323 86,439 90,761 95,299 100,064 105,067 110,320 115,836 121,628 127,710 134,095 140,800 147,840 155,232 162,993 171,143 179,700 188,685 198,119 208,025 218,427 229,348
31
CAC 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26 26
32
New Customers 770 809 849 892 936 983 1,032 1,084 1,138 1,195 1,255 1,318 1,383 1,453 1,525 1,602 1,682 1,766 1,854 1,947 2,044 2,146 2,254 2,366 2,485 2,609 2,739 2,876 3,020 3,171 3,329 3,496 3,671 3,854 4,047 4,249 4,462 4,685 4,919 5,165 5,423 5,695 5,979 6,278 6,592 6,922 7,268 7,631 8,013 8,413 8,834
33
New Customer Revenue 34,667 36,400 38,220 40,131 42,138 44,244 46,457 48,779 51,218 53,779 56,468 59,292 62,256 65,369 68,638 72,070 75,673 79,457 83,429 87,601 91,981 96,580 101,409 106,479 111,803 117,394 123,263 129,426 135,898 142,693 149,827 157,319 165,185 173,444 182,116 191,222 200,783 210,822 221,363 232,431 244,053 256,256 269,068 282,522 296,648 311,480 327,054 343,407 360,577 378,606 397,537
34
Repeat Customer Revenue - 7,341 14,642 21,899 29,112 36,277 43,393 50,457 57,466 64,418 71,309 78,137 84,899 91,591 98,210 104,752 111,213 117,589 123,468 129,642 136,124 142,930 150,077 157,581 165,460 173,733 182,419 191,540 201,117 211,173 221,732 232,818 244,459 256,682 269,516 282,992 297,142 311,999 327,599 343,979 361,178 379,236 398,198 418,108 439,014 460,964 484,012 508,213 533,624 560,305 190,784
35
Total Revenue 34,667 43,741 52,862 62,030 71,249 80,522 89,850 99,236 108,684 118,197 127,777 137,429 147,155 156,960 166,847 176,821 186,886 197,046 206,898 217,243 228,105 239,510 251,486 264,060 277,263 291,126 305,683 320,967 337,015 353,866 371,559 390,137 409,644 430,126 451,632 474,214 497,925 522,821 548,962 576,410 605,230 635,492 667,267 700,630 735,661 772,444 811,067 851,620 894,201 938,911 588,320
36
37
COGS- 12,133 - 15,309 - 18,502 - 21,711 - 24,937 - 28,183 - 31,447 - 34,733 - 38,039 - 41,369 - 44,722 - 48,100 - 51,504 - 54,936 - 58,397 - 61,887 - 65,410 - 68,966 - 72,414 - 76,035 - 79,837 - 83,829 - 88,020 - 92,421 - 97,042 - 101,894 - 106,989 - 112,338 - 117,955 - 123,853 - 130,046 - 136,548 - 143,375 - 150,544 - 158,071 - 165,975 - 174,274 - 182,987 - 192,137 - 201,743 - 211,831 - 222,422 - 233,543 - 245,220 - 257,481 - 270,356 - 283,873 - 298,067 - 312,970 - 328,619 - 205,912
38
CM1 22,533 28,432 34,360 40,320 46,312 52,339 58,402 64,504 70,645 76,828 83,055 89,329 95,651 102,024 108,451 114,934 121,476 128,080 134,484 141,208 148,268 155,682 163,466 171,639 180,221 189,232 198,694 208,628 219,060 230,013 241,513 253,589 266,268 279,582 293,561 308,239 323,651 339,834 356,825 374,666 393,400 413,070 433,723 455,409 478,180 502,089 527,193 553,553 581,231 610,292 382,408
39
CM1 Margin65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%65%
40
41
Logistic & Transaction Costs- 5,200 - 6,561 - 7,929 - 9,305 - 10,687 - 12,078 - 13,477 - 14,885 - 16,303 - 17,730 - 19,167 - 20,614 - 22,073 - 23,544 - 25,027 - 26,523 - 28,033 - 29,557 - 31,035 - 32,586 - 34,216 - 35,927 - 37,723 - 39,609 - 41,589 - 43,669 - 45,852 - 48,145 - 50,552 - 53,080 - 55,734 - 58,521 - 61,447 - 64,519 - 67,745 - 71,132 - 74,689 - 78,423 - 82,344 - 86,461 - 90,785 - 95,324 - 100,090 - 105,094 - 110,349 - 115,867 - 121,660 - 127,743 - 134,130 - 140,837 - 88,248
42
CM2 17,333 21,871 26,431 31,015 35,625 40,261 44,925 49,618 54,342 59,098 63,889 68,714 73,578 78,480 83,424 88,411 93,443 98,523 103,449 108,621 114,052 119,755 125,743 132,030 138,632 145,563 152,841 160,483 168,507 176,933 185,779 195,068 204,822 215,063 225,816 237,107 248,962 261,410 274,481 288,205 302,615 317,746 333,633 350,315 367,831 386,222 405,533 425,810 447,101 469,456 294,160
43
CM2 Margin50%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%50%50%50%50%50%50%50%50%50%50%50%50%50%50%50%50%50%50%50%
44
45
CM3- 2,667 871 4,381 7,863 11,315 14,735 18,123 21,476 24,793 28,072 31,311 34,508 37,661 40,767 43,825 46,832 49,785 52,682 55,317 58,082 60,987 64,036 67,238 70,600 74,130 77,836 81,728 85,814 90,105 94,610 99,341 104,308 109,523 114,999 120,749 126,787 133,126 139,782 146,771 154,110 161,815 169,906 178,402 187,322 196,688 206,522 216,848 227,691 239,075 251,029 64,812
46
CM3 Margin-7.7%2.0%8.3%12.7%15.9%18.3%20.2%21.6%22.8%23.8%24.5%25.1%25.6%26.0%26.3%26.5%26.6%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%26.7%11.0%
48
49
Overhead-6,933-8,748-10,572-12,406-14,250-16,104-17,970-19,847-21,737-23,639-25,555-27,486-29,431-31,392-33,369-35,364-37,377-39,409-41,380-43,449-45,621-47,902-50,297-52,812-55,453-58,225-61,137-64,193-67,403-70,773-74,312-78,027-81,929-86,025-90,326-94,843-99,585-104,564-109,792-115,282-121,046-127,098-133,453-140,126-147,132-154,489-162,213-170,324-178,840-187,782-117,664
50
EBITDA- 9,600 - 7,878 - 6,192 - 4,543 - 2,935 - 1,369 153 1,629 3,056 4,433 5,755 7,022 8,229 9,375 10,456 11,468 12,408 13,273 13,937 14,634 15,366 16,134 16,941 17,788 18,677 19,611 20,591 21,621 22,702 23,837 25,029 26,280 27,594 28,974 30,423 31,944 33,541 35,218 36,979 38,828 40,769 42,808 44,948 47,196 49,555 52,033 54,635 57,367 60,235 63,247 - 52,852
51
Cumulative EBITDA-9,600-17,478-23,669-28,213-31,148-32,517-32,364-30,735-27,679-23,247-17,491-10,469-2,2407,13517,59129,05841,46754,74068,67783,31198,676114,810131,751149,538168,215187,826208,417230,038252,740276,577301,606327,886355,480384,455414,877446,821480,362515,580552,559591,387632,157674,964719,913767,108816,664868,697923,332980,6981,040,9331,104,1801,051,328
52
EBITDA Margin-27.7%-18.0%-11.7%-7.3%-4.1%-1.7%0.2%1.6%2.8%3.8%4.5%5.1%5.6%6.0%6.3%6.5%6.6%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%6.7%-9.0%
53
54
Cash Balance 90,400 82,522 76,331 71,787 68,852 67,483 67,636 69,265 72,321 76,753 82,509 89,531 97,760 107,135 117,591 129,058 141,467 154,740 168,677 183,311 198,676 214,810 231,751 249,538 268,215 287,826 308,417 330,038 352,740 376,577 401,606 427,886 455,480 484,455 514,877 546,821 580,362 615,580 652,559 691,387 732,157 774,964 819,913 867,108 916,664 968,697 1,023,332 1,080,698 1,140,933 1,204,180 1,151,328
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