Unit Economics Template

For more information about this template, see www.startupdocs.se by Erik Byrenius. Latest update: 2015-12-03.
This template is created with an e-commerce business in mind, but can be adapted to other business models.
The document is in view-only mode. To edit it, make a copy (File > Make a copy) and play around with the copy.

See "CLTV" and "Cohorts" sheets for assumptions and calculation of Customer Lifetime Value, approximated as Customer 1-Year Value and Custom
See "CAC..." sheets for assumptions and calculation of Customer Acquisition Cost and how different channels build up to this value.

Explanations
Blue numbers are input fields - edit them!
Green numbers are read from other sheets.
Black numbers are calculated - don't touch!
Green cells are exported to other sheets

OVERVIEW
C1YV € 8.01 Profit made during first 12 months since customer joined, excluding CAC.
CLTV € 20.54 Profit made during first 5 years since customer joined, excluding CAC and assuming that things don't change

CAC_paid € 3.46 Average cost per bought customer.

CAC_organic € 0.60 Average cost per customer who found the service organically.
CAC_total € 2.87 Average cost per new customer in total

C1YV / CAC 2.79 The ratio between C1YV and CAC shows how solid your model is in an early business when it's hard to see m
C1YV / CAC_paid 2.31 If this number is >1, the customers you acquire through paid channels generate more profit for you during th

CLTV / CAC 7.15 The ratio between CLTV and CAC shows how solid your user acquisition model is long-term, given that you h
CLTV / CAC_paid 5.93

CAC break-even 0.2 Months until the value of a customer is as high as the cost for acquiring an additional one. A must-know to un
CAC_paid break-even 1.8 Months until the value of a customer is as high as the cost for acquiring an additional one through paid chann
 http://startupdocs.se/unit-economics-cltv-cac-and-cohorts/

Customer 1-Year Value and Customer 5-Year Value.

uild up to this value.

assuming that things don't change during that time.

ly business when it's hard to see more than 12 months ahead.

nerate more profit for you during the first year than they cost to acquire.

model is long-term, given that you have accurate data. >3 is good.

additional one. A must-know to understand cash flow.

additional one through paid channels.
Customer Lifetime Value Calculation
For more information about this template, see www.startupdocs.se by Erik Byrenius. Latest update: 2015-12-03. See sheet "Summary" for more in

Please note that in this example, I make no distinction between different customer segments. In reality, it's quite likely that some customers are m
For example, customers acquired through a certain channel (e.g. group buying) might have lower retention rates (and hence lower CLTV) than oth

Assumptions
2.00% Average yearly transaction cost growth
3.00% Average yearly transaction value growth
€ 0.10 Cost per transaction
-0.339 Cohort activity exponent from month 3
customers per active Transactions transaction transaction
Month buying customer per customer value value Gross margin Revenue
1 100.00% 1.05 1.05 € 7.24 € 7.59 38.8% € 2.95
2 23.24% 1.25 0.29 € 7.15 € 2.07 38.8% € 0.80
3 18.37% 1.25 0.23 € 7.16 € 1.64 38.8% € 0.64
4 16.01% 1.25 0.20 € 7.18 € 1.43 38.8% € 0.56
5 14.52% 1.25 0.18 € 7.20 € 1.30 38.8% € 0.51
6 13.46% 1.25 0.17 € 7.22 € 1.21 38.8% € 0.47
7 12.65% 1.25 0.16 € 7.23 € 1.14 38.8% € 0.44
8 12.01% 1.25 0.15 € 7.25 € 1.09 38.8% € 0.42
9 11.48% 1.25 0.14 € 7.27 € 1.04 38.8% € 0.40
10 11.03% 1.25 0.14 € 7.29 € 1.00 38.8% € 0.39
11 10.64% 1.25 0.13 € 7.31 € 0.97 38.8% € 0.38
12 10.30% 1.25 0.13 € 7.32 € 0.94 38.8% € 0.36
13 10.00% 1.25 0.12 € 7.34 € 0.92 38.8% € 0.36
14 9.74% 1.25 0.12 € 7.36 € 0.89 38.8% € 0.35
15 9.49% 1.25 0.12 € 7.38 € 0.87 38.8% € 0.34
16 9.27% 1.25 0.12 € 7.40 € 0.86 38.8% € 0.33
17 9.07% 1.25 0.11 € 7.41 € 0.84 38.8% € 0.33
18 8.89% 1.25 0.11 € 7.43 € 0.82 38.8% € 0.32
19 8.72% 1.25 0.11 € 7.45 € 0.81 38.8% € 0.31
20 8.56% 1.25 0.11 € 7.47 € 0.80 38.8% € 0.31
21 8.41% 1.25 0.10 € 7.49 € 0.79 38.8% € 0.30
22 8.27% 1.25 0.10 € 7.51 € 0.77 38.8% € 0.30
23 8.14% 1.25 0.10 € 7.52 € 0.76 38.8% € 0.30
24 8.02% 1.25 0.10 € 7.54 € 0.75 38.8% € 0.29
25 7.91% 1.25 0.10 € 7.56 € 0.75 38.8% € 0.29
26 7.80% 1.25 0.10 € 7.58 € 0.74 38.8% € 0.29
27 7.70% 1.25 0.10 € 7.60 € 0.73 38.8% € 0.28
28 7.60% 1.25 0.09 € 7.62 € 0.72 38.8% € 0.28
29 7.50% 1.25 0.09 € 7.64 € 0.71 38.8% € 0.28
30 7.42% 1.25 0.09 € 7.66 € 0.71 38.8% € 0.27
31 7.33% 1.25 0.09 € 7.67 € 0.70 38.8% € 0.27
32 7.25% 1.25 0.09 € 7.69 € 0.70 38.8% € 0.27
33 7.17% 1.25 0.09 € 7.71 € 0.69 38.8% € 0.27
34 7.10% 1.25 0.09 € 7.73 € 0.68 38.8% € 0.27
35 7.03% 1.25 0.09 € 7.75 € 0.68 38.8% € 0.26
36 6.96% 1.25 0.09 € 7.77 € 0.67 38.8% € 0.26
37 6.89% 1.25 0.09 € 7.79 € 0.67 38.8% € 0.26
38 6.83% 1.25 0.09 € 7.81 € 0.66 38.8% € 0.26
39 6.77% 1.25 0.08 € 7.83 € 0.66 38.8% € 0.26
40 6.71% 1.25 0.08 € 7.85 € 0.66 38.8% € 0.25
41 6.65% 1.25 0.08 € 7.87 € 0.65 38.8% € 0.25
42 6.59% 1.25 0.08 € 7.89 € 0.65 38.8% € 0.25
43 6.54% 1.25 0.08 € 7.90 € 0.64 38.8% € 0.25
44 6.49% 1.25 0.08 € 7.92 € 0.64 38.8% € 0.25
45 6.44% 1.25 0.08 € 7.94 € 0.64 38.8% € 0.25
46 6.39% 1.25 0.08 € 7.96 € 0.63 38.8% € 0.25
47 6.34% 1.25 0.08 € 7.98 € 0.63 38.8% € 0.24
48 6.30% 1.25 0.08 € 8.00 € 0.63 38.8% € 0.24
49 6.25% 1.25 0.08 € 8.02 € 0.63 38.8% € 0.24
50 6.21% 1.25 0.08 € 8.04 € 0.62 38.8% € 0.24
51 6.16% 1.25 0.08 € 8.06 € 0.62 38.8% € 0.24
52 6.12% 1.25 0.08 € 8.08 € 0.62 38.8% € 0.24
53 6.08% 1.25 0.08 € 8.10 € 0.61 38.8% € 0.24
54 6.04% 1.25 0.08 € 8.12 € 0.61 38.8% € 0.24
55 6.01% 1.25 0.07 € 8.14 € 0.61 38.8% € 0.24
56 5.97% 1.25 0.07 € 8.16 € 0.61 38.8% € 0.24
57 5.93% 1.25 0.07 € 8.18 € 0.61 38.8% € 0.23
58 5.90% 1.25 0.07 € 8.20 € 0.60 38.8% € 0.23
59 5.86% 1.25 0.07 € 8.22 € 0.60 38.8% € 0.23
60 5.83% 1.25 0.07 € 8.24 € 0.60 38.8% € 0.23
12-03. See sheet "Summary" for more instructions.

quite likely that some customers are more valuable than others.
rates (and hence lower CLTV) than others.

Cost per
transaction Cost Profit Acc. CLTV
€ 0.10 € 0.10 € 2.84 € 2.84
€ 0.10 € 0.03 € 0.77 € 3.61
€ 0.10 € 0.02 € 0.61 € 4.23
€ 0.10 € 0.02 € 0.54 € 4.76
€ 0.10 € 0.02 € 0.49 € 5.25
€ 0.10 € 0.02 € 0.45 € 5.70
€ 0.10 € 0.02 € 0.43 € 6.13
€ 0.10 € 0.02 € 0.41 € 6.54
€ 0.10 € 0.01 € 0.39 € 6.93
€ 0.10 € 0.01 € 0.37 € 7.30
€ 0.10 € 0.01 € 0.36 € 7.66
€ 0.10 € 0.01 € 0.35 € 8.01
€ 0.10 € 0.01 € 0.34 € 8.36
€ 0.10 € 0.01 € 0.33 € 8.69
€ 0.10 € 0.01 € 0.33 € 9.02
€ 0.10 € 0.01 € 0.32 € 9.34
€ 0.10 € 0.01 € 0.31 € 9.65
€ 0.10 € 0.01 € 0.31 € 9.96
€ 0.10 € 0.01 € 0.30 € 10.26
€ 0.10 € 0.01 € 0.30 € 10.56
€ 0.10 € 0.01 € 0.29 € 10.85
€ 0.10 € 0.01 € 0.29 € 11.14
€ 0.10 € 0.01 € 0.29 € 11.43
€ 0.10 € 0.01 € 0.28 € 11.71
€ 0.10 € 0.01 € 0.28 € 11.99
€ 0.10 € 0.01 € 0.28 € 12.27
€ 0.10 € 0.01 € 0.27 € 12.54
€ 0.10 € 0.01 € 0.27 € 12.81
€ 0.10 € 0.01 € 0.27 € 13.08
€ 0.10 € 0.01 € 0.26 € 13.34
€ 0.11 € 0.01 € 0.26 € 13.60
€ 0.11 € 0.01 € 0.26 € 13.86
€ 0.11 € 0.01 € 0.26 € 14.12
€ 0.11 € 0.01 € 0.26 € 14.38
€ 0.11 € 0.01 € 0.25 € 14.63
€ 0.11 € 0.01 € 0.25 € 14.88
€ 0.11 € 0.01 € 0.25 € 15.14
€ 0.11 € 0.01 € 0.25 € 15.38
€ 0.11 € 0.01 € 0.25 € 15.63
€ 0.11 € 0.01 € 0.25 € 15.88
€ 0.11 € 0.01 € 0.24 € 16.12
€ 0.11 € 0.01 € 0.24 € 16.36
€ 0.11 € 0.01 € 0.24 € 16.60
€ 0.11 € 0.01 € 0.24 € 16.84
€ 0.11 € 0.01 € 0.24 € 17.08
€ 0.11 € 0.01 € 0.24 € 17.32
€ 0.11 € 0.01 € 0.24 € 17.56
€ 0.11 € 0.01 € 0.24 € 17.79
€ 0.11 € 0.01 € 0.23 € 18.03
€ 0.11 € 0.01 € 0.23 € 18.26
€ 0.11 € 0.01 € 0.23 € 18.49
€ 0.11 € 0.01 € 0.23 € 18.72
€ 0.11 € 0.01 € 0.23 € 18.95
€ 0.11 € 0.01 € 0.23 € 19.18
€ 0.11 € 0.01 € 0.23 € 19.41
€ 0.11 € 0.01 € 0.23 € 19.64
€ 0.11 € 0.01 € 0.23 € 19.86
€ 0.11 € 0.01 € 0.23 € 20.09
€ 0.11 € 0.01 € 0.23 € 20.31
€ 0.11 € 0.01 € 0.22 € 20.54
Customer Cohorts
For more information about this template, see www.startupdocs.se by Erik Byrenius. Latest update: 2015-12-03. See sheet "Summary" for more in

Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12

Number of new customers joined 1,500 1,561 1,604 1,610 1,658 1,650 1,746 1,884

Percentage customers paying in month

Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12
Customers who joined in month Feb-12 100.0% 20.1% 16.3% 14.4% 13.2% 12.3% 11.7% 11.2%
Mar-12 100.0% 19.0% 17.4% 15.4% 13.6% 12.7% 11.2%
Apr-12 100.0% 19.6% 17.6% 14.6% 14.0% 12.7%
May-12 100.0% 19.4% 18.6% 15.1% 13.3%
Jun-12 100.0% 20.0% 17.9% 14.3%
Jul-12 100.0% 21.2% 17.3%
Aug-12 100.0% 22.5%
Sep-12 100.0%
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14

1 2 3 4 5 6 7 8
Average retention month X 100.0% 23.8% 18.4% 14.5% 14.6% 13.4% 12.8% 11.4%
Best fitting trendline 100.0% 23.2% 18.4% 16.0% 14.5% 13.5% 12.7% 12.0%

Average number of orders in month, per paying customer

Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12
Customer joined in month Feb-12 1.05 1.20 1.17 1.18 1.19 1.21 1.23 1.17
Mar-12 1.04 1.22 1.21 1.17 1.19 1.19 1.23
Apr-12 1.04 1.26 1.19 1.16 1.19 1.20
May-12 1.04 1.24 1.20 1.16 1.21
Jun-12 1.04 1.25 1.19 1.13
Jul-12 1.06 1.26 1.20
Aug-12 1.05 1.19
Sep-12 1.05
Oct-12
Nov-12
 Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14

1 2+
Average orders month X 1.05 1.25

Average order value

Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12
Customer joined in month Feb-12 € 7.15 € 7.06 € 7.06 € 7.06 € 7.08 € 7.10 € 7.11 € 7.11
Mar-12 € 7.16 € 7.07 € 7.08 € 7.10 € 7.10 € 7.09 € 7.10
Apr-12 € 7.16 € 7.07 € 7.09 € 7.10 € 7.10 € 7.10
May-12 € 7.17 € 7.07 € 7.08 € 7.07 € 7.07
Jun-12 € 7.18 € 7.08 € 7.09 € 7.11
Jul-12 € 7.18 € 7.10 € 7.10
Aug-12 € 7.19 € 7.10
Sep-12 € 7.21
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14

1 2+
Average basket size month X € 7.24 € 7.15

Gross margin
 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12
Customer joined in month Feb-12 35.0% 35.4% 36.3% 37.4% 37.8% 39.0% 38.5% 38.0%
Mar-12 35.1% 34.6% 35.9% 36.7% 37.8% 40.2% 38.5%
Apr-12 35.7% 35.7% 36.3% 37.0% 39.0% 41.0%
May-12 35.3% 35.0% 37.0% 36.7% 39.0%
Jun-12 35.7% 35.7% 37.8% 36.7%
Jul-12 35.3% 36.7% 37.0%
Aug-12 35.3% 36.4%
Sep-12 35.7%
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14

Average gross margin 38.8%

Net revenue per customer

Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12
Customer joined in month Feb-12 € 2.63 € 0.60 € 0.49 € 0.45 € 0.42 € 0.41 € 0.39 € 0.35
Mar-12 € 2.61 € 0.57 € 0.53 € 0.47 € 0.43 € 0.43 € 0.38
Apr-12 € 2.66 € 0.62 € 0.54 € 0.44 € 0.46 € 0.44
May-12 € 2.64 € 0.59 € 0.59 € 0.45 € 0.44
Jun-12 € 2.67 € 0.63 € 0.57 € 0.42
Jul-12 € 2.69 € 0.70 € 0.55
Aug-12 € 2.67 € 0.69
Sep-12 € 2.70
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
 Oct-13
Nov-13
Dec-13
Jan-14

Total revenue per month in cohort

Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12
Customer joined in month Feb-12 € 3,941 € 937 € 782 € 722 € 698 € 682 € 686 € 664
Mar-12 € 4,077 € 916 € 858 € 776 € 717 € 750 € 710
Apr-12 € 4,263 € 1,005 € 894 € 733 € 804 € 834
May-12 € 4,243 € 984 € 969 € 788 € 838
Jun-12 € 4,419 € 1,040 € 996 € 796
Jul-12 € 4,440 € 1,217 € 1,034
Aug-12 € 4,660 € 1,297
Sep-12 € 5,088
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14

Total revenue in month € 3,941 € 5,014 € 5,961 € 6,829 € 7,770 € 8,581 € 9,901 € 11,260
e sheet "Summary" for more instructions.

Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13
1,986 1,972 2,007 2,054 2,044 2,172 2,260 2,360 2,402 2,403 2,457 2,400

Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13
10.7% 10.4% 10.0% 9.7% 9.5% 9.3% 9.1% 8.9% 8.7% 8.6% 8.4% 8.3%
11.7% 11.1% 11.0% 10.4% 10.0% 9.7% 9.2% 9.4% 8.5% 8.3% 8.3% 8.1%
11.3% 11.1% 11.1% 11.1% 11.0% 10.6% 9.8% 9.4% 9.7% 8.9% 8.3% 8.9%
13.1% 11.8% 10.8% 11.3% 10.6% 10.8% 10.3% 9.4% 9.0% 10.4% 9.5% 8.2%
12.6% 13.0% 12.1% 10.5% 10.9% 11.0% 11.3% 10.4% 9.9% 9.1% 9.9% 9.0%
14.3% 13.5% 13.5% 12.4% 10.1% 11.0% 11.2% 10.7% 10.1% 10.3% 9.7% 10.0%
18.4% 13.9% 13.7% 13.9% 12.6% 10.4% 11.5% 11.6% 11.0% 9.7% 11.1% 10.2%
22.3% 19.7% 14.6% 13.7% 14.0% 12.2% 10.4% 12.3% 12.3% 11.1% 10.4% 11.8%
100.0% 23.4% 18.7% 14.6% 13.8% 14.0% 11.9% 11.8% 11.8% 11.8% 11.0% 10.7%
100.0% 24.8% 18.9% 14.3% 14.1% 13.5% 12.6% 11.8% 11.3% 11.6% 11.6%
100.0% 23.8% 18.3% 14.7% 13.5% 13.5% 12.8% 11.4% 10.7% 12.3%
100.0% 25.2% 17.4% 14.9% 14.3% 12.9% 13.5% 12.5% 10.6%
100.0% 26.5% 18.3% 14.4% 15.3% 12.9% 14.4% 11.7%
100.0% 25.7% 17.9% 14.4% 15.5% 13.1% 14.3%
100.0% 26.2% 17.0% 14.1% 16.6% 12.9%
100.0% 25.1% 17.7% 14.4% 15.9%
100.0% 26.1% 17.5% 14.4%
100.0% 27.4% 18.5%
100.0% 26.4%
100.0%

9 10 11 12 13 14 15 16 17 18 19 20
11.2% 11.9% 11.3% 10.2% 10.9% 9.9% 10.2% 9.3% 8.7% 8.8% 8.8% 8.2%
11.5% 11.0% 10.6% 10.3% 10.0% 9.7% 9.5% 9.3% 9.1% 8.9% 8.7% 8.6%

Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13
1.21 1.19 1.20 1.19 1.19 1.20 1.17 1.20 1.22 1.18 1.17 1.17
1.18 1.19 1.17 1.22 1.19 1.20 1.21 1.21 1.18 1.26 1.19 1.17
1.23 1.22 1.20 1.20 1.25 1.18 1.19 1.21 1.23 1.15 1.27 1.19
1.23 1.21 1.24 1.19 1.21 1.24 1.19 1.19 1.19 1.27 1.16 1.27
1.20 1.22 1.24 1.28 1.19 1.19 1.27 1.21 1.21 1.20 1.25 1.19
1.13 1.24 1.21 1.22 1.30 1.22 1.21 1.31 1.24 1.24 1.21 1.23
1.22 1.17 1.24 1.22 1.19 1.32 1.25 1.24 1.35 1.25 1.26 1.25
1.20 1.23 1.17 1.24 1.21 1.22 1.30 1.28 1.24 1.39 1.26 1.25
1.05 1.24 1.22 1.17 1.24 1.20 1.22 1.33 1.26 1.22 1.39 1.29
1.06 1.26 1.25 1.17 1.26 1.23 1.24 1.34 1.28 1.25 1.42
 1.06 1.21 1.23 1.19 1.28 1.26 1.23 1.37 1.32 1.22
1.05 1.21 1.25 1.23 1.29 1.27 1.23 1.38 1.33
1.04 1.28 1.23 1.26 1.33 1.24 1.27 1.38
1.06 1.20 1.26 1.30 1.35 1.26 1.27
1.05 1.32 1.26 1.31 1.33 1.26
1.05 1.30 1.26 1.29 1.34
1.04 1.25 1.24 1.26
1.06 1.33 1.28
1.06 1.32
1.04

Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13
€ 7.10 € 7.12 € 7.11 € 7.10 € 7.10 € 7.10 € 7.10 € 7.11 € 7.11 € 7.11 € 7.11 € 7.11
€ 7.10 € 7.11 € 7.12 € 7.12 € 7.13 € 7.14 € 7.13 € 7.13 € 7.12 € 7.12 € 7.13 € 7.13
€ 7.11 € 7.12 € 7.12 € 7.12 € 7.13 € 7.13 € 7.13 € 7.12 € 7.13 € 7.13 € 7.13 € 7.14
€ 7.06 € 7.07 € 7.06 € 7.05 € 7.04 € 7.05 € 7.07 € 7.08 € 7.10 € 7.12 € 7.12 € 7.13
€ 7.11 € 7.12 € 7.12 € 7.11 € 7.13 € 7.13 € 7.13 € 7.12 € 7.12 € 7.14 € 7.14 € 7.15
€ 7.11 € 7.12 € 7.14 € 7.13 € 7.13 € 7.14 € 7.13 € 7.13 € 7.13 € 7.15 € 7.14 € 7.14
€ 7.12 € 7.12 € 7.14 € 7.14 € 7.13 € 7.13 € 7.14 € 7.14 € 7.14 € 7.16 € 7.15 € 7.14
€ 7.10 € 7.12 € 7.12 € 7.13 € 7.14 € 7.15 € 7.17 € 7.18 € 7.17 € 7.19 € 7.20 € 7.20
€ 7.22 € 7.13 € 7.13 € 7.14 € 7.14 € 7.16 € 7.15 € 7.15 € 7.14 € 7.14 € 7.14 € 7.13
€ 7.24 € 7.15 € 7.14 € 7.13 € 7.14 € 7.13 € 7.14 € 7.14 € 7.14 € 7.16 € 7.15
€ 7.23 € 7.15 € 7.16 € 7.17 € 7.17 € 7.16 € 7.16 € 7.17 € 7.18 € 7.17
€ 7.24 € 7.16 € 7.16 € 7.15 € 7.17 € 7.16 € 7.17 € 7.18 € 7.19
€ 7.26 € 7.15 € 7.15 € 7.15 € 7.14 € 7.15 € 7.15 € 7.17
€ 7.25 € 7.16 € 7.16 € 7.17 € 7.17 € 7.17 € 7.19
€ 7.27 € 7.18 € 7.20 € 7.21 € 7.21 € 7.21
€ 7.27 € 7.17 € 7.17 € 7.16 € 7.15
€ 7.27 € 7.18 € 7.19 € 7.21
€ 7.27 € 7.16 € 7.16
€ 7.26 € 7.17
€ 7.27
Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13
38.0% 37.8% 37.2% 37.9% 38.0% 37.4% 37.1% 38.4% 39.5% 39.3% 38.4% 37.8%
38.3% 37.3% 37.8% 37.9% 37.1% 38.3% 37.0% 36.4% 38.4% 38.7% 38.9% 39.6%
38.9% 38.3% 37.6% 37.8% 39.1% 37.9% 38.3% 37.4% 37.5% 39.5% 38.7% 38.1%
40.1% 39.2% 38.7% 37.3% 38.9% 39.5% 37.1% 38.3% 38.5% 37.5% 39.1% 39.9%
39.0% 41.3% 38.5% 38.3% 38.4% 38.5% 39.5% 38.2% 38.7% 38.1% 38.2% 39.1%
37.0% 40.1% 42.2% 38.5% 38.3% 38.0% 39.3% 40.6% 38.6% 37.9% 38.1% 38.6%
37.4% 36.3% 40.1% 41.3% 38.8% 39.1% 38.0% 38.5% 39.8% 38.2% 38.3% 38.1%
36.4% 36.6% 37.4% 39.7% 42.6% 38.5% 39.1% 38.0% 38.1% 41.0% 38.2% 37.6%
36.4% 36.4% 35.9% 38.1% 39.7% 42.1% 38.5% 38.7% 39.1% 38.5% 42.3% 39.4%
36.0% 37.1% 35.5% 39.3% 38.9% 43.0% 38.8% 39.9% 39.9% 38.5% 41.4%
36.4% 37.8% 36.6% 39.7% 39.7% 44.3% 40.0% 39.9% 39.5% 39.7%
36.8% 37.1% 36.6% 38.9% 39.7% 44.7% 41.2% 41.1% 39.5%
36.4% 37.8% 36.6% 38.1% 39.7% 45.6% 41.6% 41.5%
36.8% 39.0% 35.9% 37.7% 40.9% 46.5% 42.0%
37.5% 39.3% 35.1% 38.1% 40.1% 47.5%
37.9% 38.6% 36.2% 38.9% 39.3%
38.3% 38.2% 36.9% 39.6%
37.9% 37.4% 38.0%
37.9% 36.7%
38.2%

Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13
€ 0.35 € 0.33 € 0.32 € 0.31 € 0.30 € 0.30 € 0.28 € 0.29 € 0.30 € 0.28 € 0.27 € 0.26
€ 0.38 € 0.35 € 0.34 € 0.34 € 0.32 € 0.32 € 0.29 € 0.29 € 0.27 € 0.29 € 0.27 € 0.27
€ 0.38 € 0.37 € 0.36 € 0.36 € 0.38 € 0.34 € 0.32 € 0.30 € 0.32 € 0.29 € 0.29 € 0.29
€ 0.46 € 0.39 € 0.37 € 0.35 € 0.35 € 0.37 € 0.32 € 0.30 € 0.29 € 0.35 € 0.31 € 0.30
€ 0.42 € 0.47 € 0.41 € 0.37 € 0.35 € 0.36 € 0.40 € 0.34 € 0.33 € 0.30 € 0.34 € 0.30
€ 0.43 € 0.48 € 0.49 € 0.41 € 0.36 € 0.37 € 0.38 € 0.41 € 0.34 € 0.35 € 0.32 € 0.34
€ 0.60 € 0.42 € 0.48 € 0.50 € 0.42 € 0.38 € 0.39 € 0.40 € 0.42 € 0.33 € 0.38 € 0.35
€ 0.69 € 0.63 € 0.45 € 0.48 € 0.52 € 0.41 € 0.38 € 0.43 € 0.42 € 0.46 € 0.36 € 0.40
€ 2.76 € 0.75 € 0.58 € 0.46 € 0.48 € 0.51 € 0.40 € 0.44 € 0.41 € 0.40 € 0.46 € 0.39
€ 2.77 € 0.83 € 0.60 € 0.47 € 0.49 € 0.51 € 0.43 € 0.45 € 0.41 € 0.40 € 0.49
€ 2.79 € 0.78 € 0.59 € 0.50 € 0.49 € 0.54 € 0.45 € 0.45 € 0.40 € 0.43
€ 2.79 € 0.81 € 0.57 € 0.51 € 0.52 € 0.53 € 0.49 € 0.51 € 0.40
€ 2.75 € 0.91 € 0.59 € 0.50 € 0.58 € 0.52 € 0.54 € 0.48
€ 2.83 € 0.86 € 0.58 € 0.51 € 0.61 € 0.55 € 0.55
€ 2.86 € 0.98 € 0.54 € 0.51 € 0.63 € 0.56
€ 2.89 € 0.91 € 0.58 € 0.52 € 0.60
€ 2.89 € 0.89 € 0.58 € 0.52
€ 2.92 € 0.98 € 0.65
€ 2.92 € 0.91
€ 2.89
 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13
€ 695 € 653 € 638 € 641 € 622 € 642 € 632 € 686 € 717 € 676 € 659 € 625
€ 749 € 691 € 690 € 708 € 646 € 692 € 664 € 695 € 658 € 688 € 673 € 639
€ 765 € 729 € 718 € 735 € 786 € 735 € 718 € 712 € 766 € 692 € 713 € 690
€ 909 € 776 € 735 € 721 € 723 € 809 € 728 € 716 € 701 € 843 € 756 € 709
€ 835 € 919 € 827 € 750 € 724 € 777 € 911 € 813 € 799 € 712 € 829 € 718
€ 849 € 943 € 985 € 848 € 733 € 794 € 859 € 959 € 828 € 834 € 787 € 810
€ 1,182 € 826 € 972 € 1,027 € 852 € 826 € 876 € 933 € 1,016 € 797 € 941 € 832
€ 1,368 € 1,242 € 908 € 984 € 1,054 € 889 € 856 € 1,014 € 1,001 € 1,097 € 886 € 960
€ 5,481 € 1,479 € 1,166 € 951 € 990 € 1,100 € 898 € 1,028 € 995 € 956 € 1,135 € 929
€ 5,454 € 1,666 € 1,232 € 955 € 1,072 € 1,149 € 1,022 € 1,087 € 994 € 980 € 1,166
€ 5,602 € 1,592 € 1,203 € 1,082 € 1,108 € 1,267 € 1,085 € 1,077 € 990 € 1,027
€ 5,740 € 1,647 € 1,239 € 1,144 € 1,239 € 1,262 € 1,176 € 1,258 € 968
€ 5,612 € 1,985 € 1,326 € 1,170 € 1,385 € 1,261 € 1,334 € 1,160
€ 6,139 € 1,950 € 1,370 € 1,217 € 1,476 € 1,344 € 1,310
€ 6,467 € 2,302 € 1,306 € 1,225 € 1,560 € 1,335
€ 6,823 € 2,178 € 1,394 € 1,269 € 1,436
€ 6,948 € 2,146 € 1,414 € 1,246
€ 7,014 € 2,407 € 1,548
€ 7,168 € 2,191
€ 6,941

€ 12,833 € 13,713 € 14,908 € 15,929 € 16,547 € 18,781 € 20,285 € 22,749 € 23,950 € 25,059 € 27,105 € 27,239
Oct-13 Nov-13 Dec-13 Jan-14
2,343 2,077 2,346 2,339

Oct-13 Nov-13 Dec-13 Jan-14

8.1% 8.0% 7.9% 7.8%
8.7% 7.8% 8.4% 8.4%
8.4% 8.4% 7.7% 8.1%
9.1% 9.0% 8.1% 8.3%
8.8% 8.8% 9.2% 7.8%
9.2% 9.0% 9.2% 9.6%
0.3
10.6% 9.6% 9.2% 8.8%
10.7% 10.8% 10.2% 9.2% 0.25
11.8% 10.8% 11.4% 9.8%
10.6% 12.6% 11.4% 11.2%
0.2
11.9% 10.1% 12.3% 10.8%
12.9% 12.3% 10.5% 12.2%
10.1% 13.4% 12.5% 10.0% 0.15
11.5% 10.8% 13.7% 12.4%
14.1% 12.3% 11.5% 13.7%
0.1
13.6% 13.4% 12.0% 12.3%
16.4% 14.2% 13.4% 12.7%
14.4% 16.9% 14.1% 14.2% 0.05
18.9% 15.1% 16.0% 15.1%
25.8% 19.7% 14.5% 15.9% 0
100.0% 24.5% 21.1% 14.1% 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 2
100.0% 26.0% 21.7%
100.0% 27.6%
100.0%

21 22 23 24 Coefficient and exponent approximation. These numbers are used in the CLTV calculation to p
8.0% 8.2% 8.1% 7.8% 0.232 -0.339 This means that the best fitting line of type y=ax^b is y=0.232x^(-0.339)
8.4% 8.3% 8.1% 8.0% If you only have little data from the last few months, exclude those from the coefficient and ex

Oct-13 Nov-13 Dec-13 Jan-14

1.20 1.23 1.18 1.23
1.18 1.19 1.27 1.19
1.21 1.22 1.16 1.24
1.22 1.23 1.22 1.14
1.27 1.25 1.22 1.25
1.16 1.28 1.23 1.24
1.22 1.14 1.32 1.24
1.26 1.19 1.17 1.33
1.25 1.25 1.22 1.15
1.29 1.25 1.25 1.19
 1.42 1.29 1.26 1.22
1.20 1.43 1.30 1.29
1.35 1.20 1.48 1.31
1.37 1.39 1.22 1.51
1.25 1.37 1.39 1.25
1.27 1.24 1.41 1.36
1.38 1.28 1.23 1.40
1.30 1.38 1.32 1.23
1.26 1.34 1.35 1.33
1.35 1.24 1.33 1.32
1.05 1.36 1.28 1.34
1.04 1.29 1.25
1.06 1.29
1.05

Oct-13 Nov-13 Dec-13 Jan-14

€ 7.12 € 7.13 € 7.12 € 7.12
€ 7.12 € 7.11 € 7.12 € 7.13
€ 7.14 € 7.15 € 7.15 € 7.17
€ 7.14 € 7.16 € 7.16 € 7.18
€ 7.15 € 7.15 € 7.16 € 7.16
€ 7.13 € 7.14 € 7.14 € 7.16
€ 7.14 € 7.14 € 7.14 € 7.15
€ 7.20 € 7.20 € 7.22 € 7.23
€ 7.15 € 7.15 € 7.16 € 7.16
€ 7.17 € 7.17 € 7.16 € 7.16
€ 7.18 € 7.19 € 7.20 € 7.21
€ 7.20 € 7.22 € 7.22 € 7.24
€ 7.18 € 7.20 € 7.21 € 7.21
€ 7.19 € 7.20 € 7.20 € 7.20
€ 7.23 € 7.24 € 7.24 € 7.24
€ 7.16 € 7.16 € 7.17 € 7.16
€ 7.20 € 7.20 € 7.21 € 7.22
€ 7.18 € 7.19 € 7.20 € 7.22
€ 7.16 € 7.16 € 7.17 € 7.17
€ 7.19 € 7.19 € 7.19 € 7.19
€ 7.29 € 7.18 € 7.18 € 7.19
€ 7.29 € 7.20 € 7.21
€ 7.31 € 7.21
€ 7.32
Oct-13 Nov-13 Dec-13 Jan-14
38.4% 38.1% 37.7% 37.5%
38.2% 38.4% 38.5% 37.7%
38.8% 38.2% 37.6% 38.9%
38.1% 38.8% 37.4% 37.6%
40.7% 38.1% 38.8% 38.6%
39.1% 40.3% 39.2% 38.4%
38.6% 39.9% 40.7% 39.2%
38.9% 38.6% 41.1% 40.3%
37.9% 38.1% 38.6% 40.7%
40.6% 38.7% 38.1% 37.8%
41.0% 40.6% 37.9% 38.5%
39.3% 40.6% 41.4% 39.0%
38.7% 38.5% 41.8% 41.0%
41.9% 38.3% 37.7% 41.0%
42.0% 41.1% 38.3% 37.0%
48.9% 42.5% 42.3% 39.1%
38.9% 50.3% 42.5% 42.7%
40.8% 39.7% 49.3% 42.0%
37.3% 40.8% 39.7% 48.4%
35.9% 38.4% 41.6% 39.7%
39.0% 35.6% 38.0% 42.5%
38.6% 35.2% 37.2%
39.0% 34.5%
38.6%

Net revenue first 6 months

Oct-13 Nov-13 Dec-13 Jan-14
€ 0.27 € 0.27 € 0.25 € 0.26 € 5.00
€ 0.28 € 0.25 € 0.29 € 0.27 € 5.05
€ 0.28 € 0.28 € 0.24 € 0.28 € 5.17
€ 0.30 € 0.31 € 0.26 € 0.25 € 5.17
€ 0.32 € 0.30 € 0.31 € 0.27 € 5.18
€ 0.30 € 0.33 € 0.32 € 0.33 € 5.33
€ 0.35 € 0.31 € 0.35 € 0.30 € 5.36
€ 0.38 € 0.36 € 0.36 € 0.36 € 5.47
€ 0.40 € 0.37 € 0.38 € 0.33 € 5.54
€ 0.40 € 0.44 € 0.39 € 0.36 € 5.66
€ 0.50 € 0.38 € 0.42 € 0.37 € 5.68
€ 0.44 € 0.52 € 0.41 € 0.44 € 5.73
€ 0.38 € 0.45 € 0.56 € 0.39 € 5.84
€ 0.48 € 0.41 € 0.45 € 0.55 € 5.94
€ 0.54 € 0.50 € 0.44 € 0.46 € 6.08
€ 0.60 € 0.51 € 0.52 € 0.47 € 6.10
€ 0.63 € 0.66 € 0.50 € 0.55 € 6.17
€ 0.55 € 0.66 € 0.66 € 0.53 € 6.42
€ 0.64 € 0.59 € 0.62 € 0.70 € 6.37
€ 0.90 € 0.67 € 0.58 € 0.60
 € 2.99 € 0.85 € 0.73 € 0.58
€ 2.93 € 0.85 € 0.73
€ 3.02 € 0.88
€ 2.97

Oct-13 Nov-13 Dec-13 Jan-14

€ 625 € 556 € 588 € 601
€ 654 € 526 € 686 € 628
€ 656 € 582 € 568 € 654
€ 701 € 636 € 619 € 596
€ 759 € 622 € 726 € 629
€ 699 € 691 € 744 € 767
€ 830 € 645 € 828 € 713
€ 885 € 741 € 836 € 836
€ 941 € 764 € 900 € 771
€ 929 € 904 € 908 € 845
€ 1,166 € 784 € 995 € 856
€ 1,025 € 1,070 € 953 € 1,037
€ 887 € 926 € 1,306 € 911
€ 1,115 € 861 € 1,067 € 1,288
€ 1,261 € 1,038 € 1,036 € 1,069
€ 1,413 € 1,052 € 1,209 € 1,094
€ 1,481 € 1,376 € 1,184 € 1,282
€ 1,285 € 1,378 € 1,552 € 1,240
€ 1,495 € 1,229 € 1,445 € 1,633
€ 2,103 € 1,398 € 1,352 € 1,403
€ 6,996 € 1,771 € 1,718 € 1,347
€ 6,080 € 1,995 € 1,703
€ 7,091 € 2,070
€ 6,944

€ 27,907 € 25,631 € 30,305 € 30,914

 14 15 16 17 18 19 20 21 22 23 24

ed in the CLTV calculation to predict future customer behavior.

y=ax^b is y=0.232x^(-0.339).
se from the coefficient and exponent calculations above.
Customer Acquisition Cost Overview
For more information about this template, see www.startupdocs.se by Erik Byrenius. Latest update: 2015-12-03. See sheet "Summary" for more in

Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Average CAC

SEM (no-brand query)
Acquisitions 742 699 636 728 701
Reorders 287 241 301 269 250
CAC € 5.09 € 6.54 € 5.17 € 4.76 € 5.35 € 5.38
SEO (no-brand query)
Acquisitions 498 467 363 422 484
Reorders 315 176 192 198 196
CAC € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00
Social media
Acquisitions 9 8 8 8 7
Reorders 91 83 79 64 62
CAC € 42.04 € 20.72 € 28.17 € 42.10 € 27.94 € 32.55
TV
Acquisitions 0 0 0 0 0
Reorders 0 0 0 0 0
CAC € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 #DIV/0!
Display
Acquisitions 112 149 128 132 135
Reorders 73 77 80 96 81
CAC € 3.67 € 2.55 € 2.64 € 2.25 € 2.73 € 2.73
Affiliate
Acquisitions 441 356 339 430 400
Reorders 366 220 287 277 226
CAC € 2.79 € 2.80 € 3.65 € 3.01 € 2.29 € 2.88
Retention/newsletter
Acquisitions 5 4 4 4 4
Reorders 226 260 263 255 258
CAC € 6.20 € 26.27 € 32.85 € 20.50 € 3.08 € 17.23
Cooperations
Acquisitions 11 14 14 14 11
Reorders 9 10 9 10 8
CAC € 8.24 € 5.32 € 6.34 € 7.26 € 7.55 € 6.86
Group buying
Acquisitions 0 0 0 0 0
Reorders 0 0 0 0 0
CAC € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 #DIV/0!
Other paid marketing
Acquisitions 116 145 147 122 102
Reorders 78 79 89 108 74
CAC € 5.82 € 5.03 € 3.78 € 5.06 € 5.76 € 5.01

Total paid/scalable
Acquisitions 1,934 1,842 1,639 1,860 1,844
Reorders 1,445 1,146 1,300 1,277 1,155
CAC € 3.41 € 3.81 € 3.58 € 3.33 € 3.21 € 3.46

SEO (brand query)

 Acquisitions 87 95 124 131 98
Reorders 345 413 501 499 416
CAC € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00
SEM (brand query)
Acquisitions 22 26 31 28 24
Reorders 113 127 94 110 99
CAC € 12.79 € 10.03 € 10.23 € 10.01 € 12.64 € 11.01
Word of mouth
Acquisitions 357 380 283 327 373
Reorders 3,044 2,492 2,702 2,940 3,146
CAC € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00
Other organic marketing
Acquisitions 0 0 0 0 0
Reorders 0 0 0 0 0
CAC € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 #DIV/0!

Total organic/non-scalable
Acquisitions 466 501 438 486 495
Reorders 3,502 3,032 3,297 3,549 3,661
CAC € 0.60 € 0.52 € 0.72 € 0.58 € 0.61 € 0.60

TOTAL
Acquisitions 2,400 2,343 2,077 2,346 2,339
Reorders 4,947 4,178 4,597 4,826 4,816
CAC € 2.86 € 3.11 € 2.98 € 2.76 € 2.66 € 2.87
2-03. See sheet "Summary" for more instructions.

Row number in monthly CAC sheets

5

9
Acquisitions Reorders CAC
2500
10

2000

11
1500

12
1000

13 500

14 0
Sep-13 Oct-13 Nov-13 Dec-13 Jan-

16

18 Acquisitions Reorders CAC

4000

3500
 Acquisitions Reorders CAC
4000

19 3500

3000

20 2500

2000

21
1500

1000

23 500

0
Sep-13 Oct-13 Nov-13 Dec-13 Jan-

25
 3.9

3.8

3.7

3.6

3.5

3.4

3.3

3.2

3.1

2.9
c-13 Jan-14

0.8

0.7
 0.8

0.7

0.6

0.5

0.4

0.3

0.2

0.1

0
c-13 Jan-14
Customer Acquisition Cost (CAC) and Cost Per Reorder (CPR) calculation
For more information about this template, see www.startupdocs.se by Erik Byrenius. Latest update: 2015-12-03. See sheet "Summary" for more in
returning Traffic new New users returning users
Cost Traffic users users ordering CAC users ordering
SEM (no-brand query) € 4,721 54,465 20% 43,572 742 € 5.09 10,893 287
SEO (no-brand query) €0 27,201 19% 22,033 498 € 0.00 5,168 315
Social media € 2,365 3,128 84% 500 9 € 42.04 2,628 91
TV €0 0 0% 0 0 € 0.00 0 0
Display € 548 8,254 25% 6,191 112 € 3.67 2,064 73
Affiliate € 1,758 26,838 30% 18,787 441 € 2.79 8,051 366
Retention/newsletter € 388 2,103 92% 168 5 € 6.20 1,935 226
Cooperations € 133 1,166 32% 793 11 € 8.24 373 9
Group buying €0 0 0% 0 0 € 0.00 0 0
Other paid marketing € 888 11,766 24% 8,942 116 € 5.82 2,824 78

Total paid/scalable € 10,800 134,921 25% 100,986 1,934 € 3.41 33,935 1,445

SEO (brand query) €0 23,770 78% 5,229 87 € 0.00 18,541 345

SEM (brand query) € 1,126 5,378 75% 1,345 22 € 12.79 4,034 113
Direct traffic €0 101,328 92% 8,106 357 € 0.00 93,222 3,044
Other organic marketing €0 0 0% 0 0 € 0.00 0 0

Total organic/non-scalable € 1,126 130,476 89% 14,680 466 € 0.60 115,796 3,502

TOTAL € 11,926 265,397 56% 115,666 2,400 € 2.86 149,731 4,947

sheet "Summary" for more instructions.

CPR
€ 3.29
€ 0.00
€ 21.83
€ 0.00
€ 1.88
€ 1.44
€ 1.58
€ 4.74
€ 0.00
€ 2.73

€ 2.91

€ 0.00
€ 7.47
€ 0.00
€ 0.00

€ 0.24

€ 1.36
Customer Acquisition Cost (CAC) and Cost Per Reorder (CPR) calculation
For more information about this template, see www.startupdocs.se by Erik Byrenius. Latest update: 2015-12-03. See sheet "Summary" for more in
returning Traffic new New users returning users
Cost Traffic users users ordering CAC users ordering
SEM (no-brand query) € 5,379 49,480 15% 42,058 699 € 6.54 7,422 241
SEO (no-brand query) €0 33,933 17% 28,164 467 € 0.00 5,769 176
Social media € 1,658 3,210 90% 321 8 € 20.72 2,889 83
TV €0 0 0% 0 0 € 0.00 0 0
Display € 544 8,530 30% 5,971 149 € 2.55 2,559 77
Affiliate € 1,446 30,258 31% 20,878 356 € 2.80 9,380 220
Retention/newsletter € 375 2,224 72% 623 4 € 26.27 1,601 260
Cooperations € 110 1,104 32% 751 14 € 5.32 353 10
Group buying €0 0 0% 0 0 € 0.00 0 0
Other paid marketing € 998 9,978 27% 7,284 145 € 5.03 2,694 79

Total paid/scalable € 10,509 138,717 24% 106,050 1,842 € 3.81 32,667 1,146

SEO (brand query) €0 23,832 64% 8,580 95 € 0.00 15,252 413

SEM (brand query) € 1,185 5,145 78% 1,132 26 € 10.03 4,013 127
Direct traffic €0 114,408 90% 11,441 380 € 0.00 102,967 2,492
Other organic marketing €0 0 0% 0 0 € 0.00 0 0

Total organic/non-scalable € 1,185 143,385 85% 21,152 501 € 0.52 122,233 3,032

TOTAL € 11,695 282,102 55% 127,202 2,343 € 3.11 154,900 4,178

sheet "Summary" for more instructions.

CPR
€ 3.35
€ 0.00
€ 17.98
€ 0.00
€ 2.12
€ 2.04
€ 1.04
€ 3.51
€ 0.00
€ 3.41

€ 3.04

€ 0.00
€ 7.28
€ 0.00
€ 0.00

€ 0.30

€ 1.54
Customer Acquisition Cost (CAC) and Cost Per Reorder (CPR) calculation
For more information about this template, see www.startupdocs.se by Erik Byrenius. Latest update: 2015-12-03. See sheet "Summary" for more in
returning Traffic new New users returning users
Cost Traffic users users ordering CAC users ordering
SEM (no-brand query) € 4,012 43,710 18% 35,842 636 € 5.17 7,868 301
SEO (no-brand query) €0 30,471 21% 24,072 363 € 0.00 6,399 192
Social media € 1,878 2,930 88% 352 8 € 28.17 2,578 79
TV €0 0 0% 0 0 € 0.00 0 0
Display € 519 11,591 35% 7,534 128 € 2.64 4,057 80
Affiliate € 1,792 30,294 31% 20,903 339 € 3.65 9,391 287
Retention/newsletter € 469 1,601 72% 448 4 € 32.85 1,153 263
Cooperations € 125 1,031 29% 732 14 € 6.34 299 9
Group buying €0 0 0% 0 0 € 0.00 0 0
Other paid marketing € 830 10,104 33% 6,770 147 € 3.78 3,334 89

Total paid/scalable € 9,625 131,732 27% 96,653 1,639 € 3.58 35,079 1,300

SEO (brand query) €0 20,754 68% 6,641 124 € 0.00 14,113 501
SEM (brand query) € 906 5,515 65% 1,930 31 € 10.23 3,585 94
Direct traffic €0 110,244 80% 22,049 283 € 0.00 88,195 2,702
Other organic marketing €0 0 0% 0 0 € 0.00 0 0

Total organic/non-scalable € 906 136,513 78% 30,620 438 € 0.72 105,893 3,297

TOTAL € 10,531 268,245 53% 127,273 2,077 € 2.98 140,972 4,597

sheet "Summary" for more instructions.

CPR
€ 2.40
€ 0.00
€ 20.92
€ 0.00
€ 2.27
€ 1.94
€ 1.28
€ 4.03
€ 0.00
€ 3.08

€ 2.89

€ 0.00
€ 6.27
€ 0.00
€ 0.00

€ 0.18

€ 1.20
Customer Acquisition Cost (CAC) and Cost Per Reorder (CPR) calculation
For more information about this template, see www.startupdocs.se by Erik Byrenius. Latest update: 2015-12-03. See sheet "Summary" for more in
returning Traffic new New users returning users
Cost Traffic users users ordering CAC users ordering
SEM (no-brand query) € 4,280 55,930 19% 45,303 728 € 4.76 10,627 269
SEO (no-brand query) €0 30,372 23% 23,386 422 € 0.00 6,986 198
Social media € 1,981 2,777 83% 472 8 € 42.10 2,305 64
TV €0 0 0% 0 0 € 0.00 0 0
Display € 464 8,971 36% 5,741 132 € 2.25 3,230 96
Affiliate € 1,770 29,292 27% 21,383 430 € 3.01 7,909 277
Retention/newsletter € 513 2,216 84% 355 4 € 20.50 1,861 255
Cooperations € 136 998 25% 749 14 € 7.26 250 10
Group buying €0 0 0% 0 0 € 0.00 0 0
Other paid marketing € 882 9,926 30% 6,948 122 € 5.06 2,978 108

Total paid/scalable € 10,026 140,482 26% 104,338 1,860 € 3.33 36,144 1,277

SEO (brand query) €0 23,188 82% 4,174 131 € 0.00 19,014 499
SEM (brand query) € 1,038 4,280 73% 1,156 28 € 10.01 3,124 110
Direct traffic €0 129,792 81% 24,660 327 € 0.00 105,132 2,940
Other organic marketing €0 0 0% 0 0 € 0.00 0 0

Total organic/non-scalable € 1,038 157,260 81% 29,990 486 € 0.58 127,270 3,549

TOTAL € 11,064 297,742 55% 134,328 2,346 € 2.76 163,414 4,826

sheet "Summary" for more instructions.

CPR
€ 3.02
€ 0.00
€ 25.70
€ 0.00
€ 1.74
€ 1.73
€ 1.69
€ 3.39
€ 0.00
€ 2.45

€ 3.00

€ 0.00
€ 6.89
€ 0.00
€ 0.00

€ 0.21

€ 1.26
Customer Acquisition Cost (CAC) and Cost Per Reorder (CPR) calculation
For more information about this template, see www.startupdocs.se by Erik Byrenius. Latest update: 2015-12-03. See sheet "Summary" for more in
returning Traffic new New users returning users
Cost Traffic users users ordering CAC users ordering
SEM (no-brand query) € 4,467 55,040 16% 46,234 701 € 5.35 8,806 250
SEO (no-brand query) €0 25,707 19% 20,823 484 € 0.00 4,884 196
Social media € 1,630 3,272 88% 393 7 € 27.94 2,879 62
TV €0 0 0% 0 0 € 0.00 0 0
Display € 526 9,791 30% 6,854 135 € 2.73 2,937 81
Affiliate € 1,344 26,226 32% 17,834 400 € 2.29 8,392 226
Retention/newsletter € 411 1,915 97% 57 4 € 3.08 1,858 258
Cooperations € 112 1,047 26% 775 11 € 7.55 272 8
Group buying €0 0 0% 0 0 € 0.00 0 0
Other paid marketing € 828 9,985 29% 7,089 102 € 5.76 2,896 74

Total paid/scalable € 9,318 132,983 25% 100,058 1,844 € 3.21 32,925 1,155

SEO (brand query) €0 17,378 65% 6,082 98 € 0.00 11,296 416

SEM (brand query) € 892 5,374 66% 1,827 24 € 12.64 3,547 99
Direct traffic €0 130,320 79% 27,367 373 € 0.00 102,953 3,146
Other organic marketing €0 0 0% 0 0 € 0.00 0 0

Total organic/non-scalable € 892 153,072 77% 35,277 495 € 0.61 117,795 3,661

TOTAL € 10,210 286,055 53% 135,335 2,339 € 2.66 150,720 4,816

sheet "Summary" for more instructions.

CPR
€ 2.86
€ 0.00
€ 23.13
€ 0.00
€ 1.95
€ 1.90
€ 1.55
€ 3.65
€ 0.00
€ 3.24

€ 2.95

€ 0.00
€ 5.95
€ 0.00
€ 0.00

€ 0.16

€ 1.12