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Market and Sales funnelUnit-analysis
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HypothesisMain metric, Bottleneck, what we are working onMain customer segmentServiceable & Obtainable Market, # of customersMain sales channelcoverage / views, # Click-through-rateClicks, #Conversion rate, leadsactivations, #conversion into buyer, %channel payment formathow much do we pay?monthly budget, RUBCost per Order BuyersAverage CheckPayment frequencyRevenueCustomer Acquisition CostTaxesGross MarginFixed costsProfits
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The key task is to understand who our TA is
CustomerSOMChannelImp.CTR, %ClickC1, %LeadsC2, %cpc/cpmcpcAcq Costs, RUBCPO, руб.BuyersAvP, RUBAvCRev, RUB.CAC, руб.Tax, RUBGross Margin, RUBFix, RUBProfit, RUB
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1Main customers: sales managers (personal sales), Moscow, employees of large banks. Email Newsletter.Affordable MarketSales managers (personal sales), employees of large banks, only Moscow5 000Email newsletter3 00033,3%1 00010%10040,0%for emails content creation2000 RUB / day100 0002 5004013 0001520 0003 5007808 72050 000298 800
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2Main users: users of services like truecaller, RussiaAffordable MarketUsers of services like truecaller, Russia500 000Google Adword, Yandex.Direct100 0001,0%1 0005%5020,0%for SEO2000 RUB / day100 00010 0001013 0001130 00011 0007801 22050 000-37 800
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3Main buyers: b2b, top managers of large Russian companies - heads of direct sales departmentsBuyer Conversionb2b, top managers of large Russian companies - heads of direct sales departments100 000Email newsletter10 00010,0%1 00025%25050,0%for direct negotiations by managers5000 RUB / day100 000800125100 00012150 000 0005 8006 0001 188 2004 000 000144 525 000
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