Section 21 of 30 · Customer Acquisition0% of plan
21 · Unit Economics
What can we actually afford to pay for a customer?
Why this matters
A customer who purchases once has very different economics from a customer who subscribes and stays active for 12 months.
Retail Price
$
Net Revenue
$
COGS
$
Fulfillment
$
Packaging
$
Shipping
$
Payment Fees
$
Other Variable Costs
$
AOV
$
Orders per Customer
Subscription Rate (%)
Target Margin Kept on First Order (%)
Contribution Margin
$0.00 / 0%
Net revenue minus every variable cost. Estimate.
Customer LTV (12 mo)
$0.00
Contribution margin across expected 12-month orders. Estimate.
Allowable CAC
$0.00
What we can pay for a customer after keeping the margin above. Estimate.
Example, not the answer
A customer who buys one box has very different economics than a customer who subscribes and stays for twelve months. These outputs are estimates built from the inputs above — treat them as a range, not a forecast.
Assumptions to revisitWhat assumptions are we least sure about?
Do not create false precision. Everything here is an estimate — label it that way.
