Industry Benchmarks & Defaults (Editable)

Business Type Default Margin Default Monthly ChurnDefault Purchase Freq

SaaS (B2B) 80.0% 2.5% 1.00
SaaS (B2C) 75.0% 3.5% 1.00
E-commerce (DTC) 45.0% 5.0% 0.30
Marketplace (Niche) 60.0% 4.0% 0.25
Local Services (SMB) 65.0% 3.0% 0.15
Brick & Mortar Retail 40.0% 5.0% 0.25
Restaurant/Café 30.0% 6.0% 0.40
Agency/Consulting 55.0% 2.0% 0.10
Online Course / Info Product 80.0% 4.0% 0.10
Mobile App (IAP) 70.0% 6.0% 0.30
Media / Ad-Supported 65.0% 7.0% 0.20
B2C One-time Product 50.0% 8.0% 0.10
Subscription Box (DTC) 55.0% 6.0% 1.00
Creator / Digital Download 85.0% 5.0% 0.10
Coaching/Consulting (Solo) 60.0% 2.0% 0.08
Local Solo Service 65.0% 3.0% 0.12
Dropshipping (DTC) 35.0% 8.0% 0.10
Affiliate / Content Site 90.0% 7.0% 0.15
Solopreneur (New B2C Product) 55.0% 8.0% 0.10
B2B Project Services 60.0% 2.0% 0.05
Event/Ticketing 35.0% 12.0% 0.05
Nonprofit/Donations 90.0% 5.0% 0.10
Custom/Other 50.0% 5.0% 0.20
Default Conv Rate Default CPC Default CPM Default CTR
3.0% $8.00 $20.00 2.0%
2.0% $5.00 $14.00 2.0%
2.0% $1.00 $10.00 1.5%
2.0% $1.50 $12.00 1.5%
5.0% $3.00 $15.00 2.0%
3.0% $2.00 $12.00 2.0%
3.0% $1.50 $10.00 2.0%
7.0% $10.00 $25.00 2.0%
3.0% $2.50 $12.00 2.0%
2.0% $1.50 $8.00 1.5%
2.0% $1.00 $6.00 1.5%
2.0% $1.50 $10.00 2.0%
2.0% $1.50 $12.00 2.0%
3.0% $2.00 $8.00 2.0%
6.0% $12.00 $30.00 2.0%
5.0% $3.00 $15.00 2.0%
2.0% $1.80 $12.00 1.8%
2.0% $0.80 $6.00 2.0%
2.0% $1.80 $12.00 2.0%
6.0% $15.00 $30.00 2.0%
3.0% $2.00 $10.00 2.0%
3.0% $1.20 $8.00 2.0%
3.0% $2.00 $12.00 2.0%
Default AOV
$100.00
$15.00
$60.00
$40.00
$120.00
$45.00
$25.00
$1,500.00
$120.00
$12.00
$5.00
$35.00
$45.00
$25.00
$800.00
$150.00
$40.00
$5.00
$30.00
$5,000.00
$75.00
$50.00
$50.00
Universal CLV/CAC Forecaster — Deep Guide (v2)

Purpose & Notes

This version fixes any input coordinate mismatch. Use blue cells; blanks use Business Type defaults.

Cell Map (double-check quickly)

C10 Items per Order (non-subscription)
C11 Website Conversion Rate (visitor→customer)
C12 CPC (optional)
F6 CPM (optional)
F7 CTR (optional)
F8 Starting Customers
F9 Other Monthly Opex (non-marketing)
F10 Marketing Budget Growth % / month
F11 Monthly Churn % (optional)
F12 Monthly Purchase Frequency (optional)
C13 Annual Discount Rate %

Worked Example (Random B2C — verified addresses)

1) C6 Business Type: B2C One-time Product

2) C7 Budget: 1000
3) C8 Price: 40; C9 Unit Cost: 18 → Margin auto ≈ 55%
4) C10 Items per Order: 1
5) Leave C11 (CR), C12 (CPC), F6 (CPM), F7 (CTR) blank to use defaults
6) Optional: F8 Start Cust: 0; F9 Opex: 200; F10 Growth: 0.05
7) C13 Discount: 0.10
8) Review CLV, CAC, LTV:CAC, Payback, Profit/Loss; open Monthly Forecast for break-even.
(v2)

ess Type defaults.

ak-even.
Add Logo / Brand
CLV & CAC Dashboard (Beginner Mode)
Beginner Wizard — Minimal Inputs (leave blank to use defaults)

CPM (optional)
CTR (optional)
Starting Customers
Other Monthly Opex (non-marketing)
Marketing Budget Growth % / month
Monthly Churn % (optional)
Monthly Purchase Frequency (optional)
Annual Discount Rate %

Auto-Derived & Defaults (🔒 protected)

Default Margin 🔒 0.0%

Default Churn (mo) 🔒 0.0%
Default Purchase Frequency (mo) 🔒 0.00
Default AOV 🔒 $0.00

Results Summary (auto)

AOV (auto) $0.00

Margin (auto) 0.0%
Monthly Purchase Frequency (auto) 0.00
Monthly Churn (auto) 0.0%
Conversion Rate used (auto) 0.0%
CPC used (auto) $0.00

CLV (∞-horizon approx) 🔒 $0.00

LTV:CAC 🔒 0.00
Payback Months (approx) 0.00

Profit/Loss (Year 1 Forecast) $0.00

Break-even Month 0.00
 Brand • Logo

% Complete 0.0%

Default Conv Rate 🔒 0.0%

Default CPC 🔒 $0.00
Default CPM 🔒 $0.00
Default CTR 🔒 0.0%

Retention r (auto) 🔒 0.0%

Monthly Discount (d_m) 🔒 0.0%
CAC (auto) 🔒 $0.00

New Customers (est.) 0.00

ARPU (AOV × Freq) $0.00

Traffic Light (LTV:CAC) 0

o
12-Month Forecast (auto from Beginner Wizard)

Month Marketing Budget CAC (used) New Customers Start Customers

Jan 2025 $0.00 $0.00 0.00 0.00
Feb 2025 $0.00 $0.00 0.00 0.00
Mar 2025 $0.00 $0.00 0.00 0.00
Apr 2025 $0.00 $0.00 0.00 0.00
May 2025 $0.00 $0.00 0.00 0.00
Jun 2025 $0.00 $0.00 0.00 0.00
Jul 2025 $0.00 $0.00 0.00 0.00
Aug 2025 $0.00 $0.00 0.00 0.00
Sep 2025 $0.00 $0.00 0.00 0.00
Oct 2025 $0.00 $0.00 0.00 0.00
Nov 2025 $0.00 $0.00 0.00 0.00
Dec 2025 $0.00 $0.00 0.00 0.00
End Customers ARPU Revenue Margin % Gross Profit
0.00 $0.00 $0.00 0.0% $0.00
0.00 $0.00 $0.00 0.0% $0.00
0.00 $0.00 $0.00 0.0% $0.00
0.00 $0.00 $0.00 0.0% $0.00
0.00 $0.00 $0.00 0.0% $0.00
0.00 $0.00 $0.00 0.0% $0.00
0.00 $0.00 $0.00 0.0% $0.00
0.00 $0.00 $0.00 0.0% $0.00
0.00 $0.00 $0.00 0.0% $0.00
0.00 $0.00 $0.00 0.0% $0.00
0.00 $0.00 $0.00 0.0% $0.00
0.00 $0.00 $0.00 0.0% $0.00
Other Opex Operating Profit Cumulative Profit Notes
$0.00 $0.00 $0.00
$0.00 $0.00 $0.00
$0.00 $0.00 $0.00
$0.00 $0.00 $0.00
$0.00 $0.00 $0.00
$0.00 $0.00 $0.00
$0.00 $0.00 $0.00
$0.00 $0.00 $0.00
$0.00 $0.00 $0.00
$0.00 $0.00 $0.00
$0.00 $0.00 $0.00
$0.00 $0.00 $0.00

Year 1 Cumulative Pr $0.00

Break-even Month (fi 0.00
Automated Diagnostics — Issues, Why They Matter, and What To Do

Issue Status

Price below cost (negative margin) 0

Conversion Rate invalid (not 0–1) 0
CPM/CTR given but CTR = 0 0
CAC missing or zero with budget > 0 0
Churn unrealistic (≤0% or ≥100%) 0
Payback > 12 months 0
LTV:CAC < 1 (negative unit economics) 0
LTV:CAC 1–<3 (marginal) 0
Year-1 cumulative profit negative 0
Why this matters Recommended Fix
Selling at or below cost destroys gross profit and Raise price, reduce COGS, trim discounting; revisit
CLV.
Invalid CR breaks CAC calculation; planning becomes value
Enter proposition.
as decimal (e.g., 0.025). If unknown, leave
unreliable. blank
Without CTR, CPC cannot be derived from CPM; CAC Provide forCTR
defaults.
or remove CPM and use CPC or
becomes infinite. defaults.
Budget ÷ CAC estimates new customers; zero CAC Provide CPC/CR or CPM/CTR or select a Business
explodes
Churn must volumes unrealistically.
be within 0–100% monthly; outside Type to load defaults.
breaks Enter decimal
CLV. strains cash and increases risk when Lower
Long payback CAC (CRO,(e.g., 0.04). If unknown,
targeting), use defaults.
increase ARPU (AOV ×
scaling paid marketing. freq), improve margin.
Reduce CAC; raise AOV/margin; fix activation &
You lose money per acquired customer. retention; pause [Link], onboarding; scale only
Optimize pricing/COGS,
Scaling may be risky until efficiency improves. best channels.
Cut CAC, raise pricing, phase spend, or target
Cash burn may exceed tolerance; runway risk. higher-intent channels first.