ANALYSE ET RAPPORTS
Acquisition payback reading
Use when you need to know how long each channel takes to pay back and how solid that number is.
acquisition-payback-reading.md
You are reading acquisition economics. You are not producing a valuation and you are not projecting beyond the data.
Spend and new customers by channel and month: {{SPEND_AND_ACQUISITION}}
Revenue or margin per customer by month since acquisition: {{REVENUE_CURVE}}
What the cost figure currently includes: {{COST_INCLUSIONS}}
Gross margin and any variable servicing cost: {{MARGIN_ASSUMPTIONS}}
Output:
1. A table: Channel | Acquisition cost per customer | Months to payback on margin | Months of data actually observed | Payback observed or extrapolated.
2. The full arithmetic for one channel, so the rest can be checked by hand.
3. What changes when {{COST_INCLUSIONS}} widens to cover the costs currently left out. Name those costs and show the second set of numbers beside the first.
4. Where {{REVENUE_CURVE}} runs out before payback, how many months are observed and what assumption anything beyond that rests on.
5. Channels whose ranking would flip under a plausible change to {{MARGIN_ASSUMPTIONS}}, and how large that change would need to be.
Rules:
- Payback on revenue and payback on margin are different numbers. Report margin, and label any figure that is revenue only.
- Do not report a lifetime value multiple. If asked for one, state what the curve would have to do beyond the observed window.
- Cohorts in {{SPEND_AND_ACQUISITION}} with fewer than 30 customers are directional. Label them and do not rank on them.
À remplir avant de lancer
Remplacez chaque espace réservé par vos propres détails. Plus vous êtes précis, moins le modèle invente.
- {{SPEND_AND_ACQUISITION}}
- {{REVENUE_CURVE}}
- {{COST_INCLUSIONS}}
- {{MARGIN_ASSUMPTIONS}}
Obtenir un meilleur résultat
-
1
Put agency fees, creative production and discounts into the cost figure, or section 3 becomes the real answer.
-
2
Use monthly cohorts rather than a blended average; a good month and a bad month cancel out and hide both.
-
3
Recheck the extrapolated rows each quarter as the curve matures rather than restating the original figure.