Шаблон - Unit Economics Calculator
Расчёт юнит-экономики: CAC, LTV, LTV/CAC, payback period, contribution margin.
#template #growth #strategy
Input Data
| Parameter | Value | Notes |
|---|---|---|
| Monthly Marketing Spend | ₸ | All marketing costs (ads + tools + FTE) |
| New Customers/month | From all channels | |
| Average Order Value (AOV) | ₸ | Revenue per transaction |
| Purchases per Customer/year | Repeat purchase rate | |
| COGS % | % | Cost of goods sold |
| Shipping cost per order | ₸ | |
| Payment processing % | % | Typically 2-3% |
| Average Customer Lifespan | months | Until churn |
Calculations
CAC (Customer Acquisition Cost)
CAC = Monthly Marketing Spend / New Customers
= ₸_______ / _______ = ₸_______
Revenue Metrics
Annual Revenue per Customer = AOV × Purchases/year
= ₸_______ × _______ = ₸_______
Monthly ARPU = Annual Revenue / 12
= ₸_______ / 12 = ₸_______
LTV (Lifetime Value)
LTV = ARPU × Gross Margin % × Avg Lifespan (months)
= ₸_______ × _____% × _______ = ₸_______
LTV/CAC Ratio
LTV/CAC = LTV / CAC
= ₸_______ / ₸_______ = _______×
Benchmark: >3× = healthy, >5× = possibly under-investing in growth
Payback Period
Payback = CAC / (Monthly ARPU × Gross Margin %)
= ₸_______ / (₸_______ × _____%) = _______ months
Contribution Margin (per order)
Revenue: ₸_______
- COGS: ₸_______ (____%)
- Shipping: ₸_______
- Payment processing: ₸_______ (____%)
- CAC (attributed): ₸_______
= Contribution Margin: ₸_______ (____%)
ROAS
ROAS = Revenue / Ad Spend
= ₸_______ / ₸_______ = _______×
Min ROAS for profitability = 1 / Gross Margin %
= 1 / _____% = _______×
Sensitivity Analysis
| Scenario | CAC | LTV | LTV/CAC | Payback |
|---|---|---|---|---|
| Pessimistic | ||||
| Base | ||||
| Optimistic |