| A | B | C | D | E | F | G | H | I | J | K | L | M | ||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
1 | DocuSign Example | |||||||||||||
2 | Jan | Feb | Mar | April | May | June | July | Aug | Sept | Oct | Nov | Dec | ||
3 | Mktng Expenses | $10,450 | $11,892 | $12,347 | $12,395 | $13,538 | $10,385 | $10,395 | $13,485 | $12,347 | $13,538 | $12,584 | $12,119 | |
4 | Sales Expenses | $30,122 | $34,321 | $38,943 | $38,234 | $40,438 | $44,784 | $48,348 | $44,321 | $44,756 | $44,943 | $48,218 | $50,326 | |
5 | Support Expenses | $40,000 | $40,000 | $40,000 | $40,000 | $40,000 | $40,000 | $40,000 | $40,000 | $40,000 | $40,000 | $40,000 | $40,000 | |
6 | -- Free Trial Support | $8,000 | $8,000 | $8,000 | $8,000 | $8,000 | $8,000 | $8,000 | $8,000 | $8,000 | $8,000 | $8,000 | $8,000 | |
7 | Total CAC Expenses | $48,572 | $54,213 | $59,290 | $58,629 | $61,976 | $63,169 | $66,743 | $65,806 | $65,103 | $66,481 | $68,802 | $70,445 | |
8 | Total New Customers | 421 | 431 | 467 | 449 | 457 | 498 | 457 | 438 | 432 | 419 | 447 | 423 | |
9 | -- Personal | 211 | 224 | 250 | 232 | 243 | 285 | 233 | 211 | 212 | 203 | 233 | 211 | |
10 | -- Standard | 184 | 184 | 184 | 184 | 184 | 184 | 184 | 184 | 184 | 184 | 184 | 184 | |
11 | -- Business Pro | 23 | 19 | 30 | 28 | 22 | 25 | 35 | 40 | 32 | 30 | 29 | 23 | |
12 | -- Enterprise | 3 | 4 | 3 | 5 | 8 | 4 | 5 | 3 | 4 | 2 | 1 | 5 | |
13 | Average CAC | $115 | $126 | $127 | $131 | $136 | $127 | $146 | $150 | $151 | $159 | $154 | $167 | |
14 | -- Personal CAC | $22 | $22 | $20 | $22 | $22 | $16 | $20 | $25 | $24 | $27 | $22 | $24 | |
15 | -- Standard CAC | $25 | $27 | $28 | $28 | $29 | $25 | $25 | $29 | $28 | $29 | $28 | $27 | |
16 | -- Business Pro CAC | $201 | $262 | $170 | $182 | $245 | $184 | $131 | $134 | $159 | $179 | $177 | $219 | |
17 | -- Enterprise CAC | $11,578 | $9,824 | $14,677 | $8,667 | $5,728 | $12,345 | $10,589 | $16,564 | $12,461 | $25,164 | $53,364 | $11,071 | |
18 | ||||||||||||||
19 | Notes: If we had calculated Average CAC, it would have told us little about the business. Segmenting the CAC by Customer Type gives us more information on how our customer segments are doing. | |||||||||||||
20 | ||||||||||||||
21 | ||||||||||||||
22 | ||||||||||||||