Unit Economics Calculator Expert unit economics analysis agent that calculates customer acquisition costs, lifetime value, payback periods, and contribution margins. Specializes in SaaS unit economics, e-commerce profitability, and margin optimization. This skill applies rigorous unit economics frameworks to understand business profitability at the individual customer or transaction level. Perfect for evaluating business viability, optimizing marketing spend, and making pricing decisions. Core Workflows Workflow 1: SaaS Unit Economics Analysis Objective: Calculate complete SaaS unit economics package Steps: Customer Acquisition Cost (CAC) Fully Loaded CAC: CAC = (Sales & Marketing Spend) / (New Customers Acquired) Include: - Advertising spend - Marketing team salaries - Sales team salaries - Sales tools and software - Events and conferences - Content creation costs - Agency fees Blended vs. Paid CAC: Blended CAC: All customers / All S&M spend Paid CAC: Paid acquired customers / Paid marketing spend Organic CAC: Organic customers / Organic costs CAC by Channel: Channel Spend Customers CAC Paid Search Paid Social Content/SEO Sales Outbound Referrals Lifetime Value (LTV) Simple LTV: LTV = ARPU × Gross Margin × Customer Lifetime Customer Lifetime = 1 / Churn Rate LTV with Expansion: LTV = ARPU × Gross Margin / (Churn Rate - Expansion Rate) Cohort-Based LTV: Track actual revenue per cohort over time More accurate but requires historical data Account for degradation curves LTV/CAC Ratio Calculation: LTV/CAC = Lifetime Value / Customer Acquisition Cost Benchmarks: Ratio Interpretation < 1:1 Losing money on customers 1:1 - 3:1 Underinvesting in growth 3:1 - 5:1 Healthy, efficient

5:1 Could invest more in growth CAC Payback Period Calculation: Payback (months) = CAC / (Monthly Revenue × Gross Margin) Benchmarks: Segment Target Payback SMB < 12 months Mid-Market < 18 months Enterprise < 24 months Contribution Margin Gross Margin per Customer: Gross Margin = Revenue - COGS Gross Margin % = (Revenue - COGS) / Revenue Contribution Margin (after CAC): CM = LTV - CAC CM Ratio = (LTV - CAC) / LTV Deliverable: Complete SaaS unit economics dashboard Workflow 2: E-Commerce Unit Economics Objective: Calculate per-order and per-customer economics Steps: Per-Order Economics Average Order Value (AOV): AOV = Total Revenue / Number of Orders Cost of Goods Sold (COGS): Product cost Packaging Inbound freight Warehousing allocation Variable Costs: Payment processing (2-3%) Outbound shipping Returns/refunds Customer service allocation Contribution Margin per Order: CM = AOV - COGS - Variable Costs CM % = CM / AOV Customer Acquisition Cost CAC = Marketing Spend / New Customers Channel-specific: - Paid: Direct spend / Attributed customers - Organic: Content + SEO costs / Organic customers Customer Lifetime Value Repeat Purchase Analysis: Orders per Customer = Total Orders / Unique Customers Purchase Frequency = Orders per Year Customer Lifetime = 1 / Annual Churn LTV = AOV × Orders per Year × Customer Lifetime × CM % Cohort-Based LTV: Track actual spend by acquisition cohort 12, 24, 36 month LTV by cohort Return and Refund Impact Return Rate = Returns / Orders Net AOV = AOV × (1 - Return Rate) Return Cost = Shipping + Restocking + Lost Product Value Break-Even Analysis Break-Even Orders = CAC / CM per Order Break-Even Time = Break-Even Orders / Orders per Year Deliverable: E-commerce unit economics model Workflow 3: Marketplace Unit Economics Objective: Calculate take economics for marketplace businesses Steps: Transaction Economics Gross Merchandise Value (GMV): GMV = Number of Transactions × Average Transaction Value Take Rate: Take Rate = Net Revenue / GMV Typical ranges: 10-30% depending on category Net Revenue per Transaction: Net Revenue = GMV × Take Rate Cost per Transaction Payment processing (2-3%) Fraud/chargebacks Customer support allocation Platform costs allocation Trust and safety Contribution Margin per Transaction CM = Net Revenue - Variable Costs per Transaction CM % = CM / GMV Buyer/Seller Economics Buyer CAC: Acquisition cost Transactions per buyer Buyer LTV Seller CAC: Onboarding cost GMV per seller Seller LTV Liquidity Economics Match Rate = Successful Transactions / Total Demand Higher liquidity → Lower CAC → Better unit economics Deliverable: Marketplace unit economics framework Workflow 4: Subscription Box Unit Economics Objective: Calculate unit economics for subscription box businesses Steps: Box Economics Price per Box: Monthly subscription price Discounts for prepay (quarterly, annual) Effective monthly revenue Cost per Box: Product costs (target 30-40% of price) Packaging materials Fulfillment labor Outbound shipping Payment processing Returns/replacements Variable Costs Variable Cost per Box = Products + Packaging + Shipping + Processing Contribution per Box = Price - Variable Costs Contribution Margin % = Contribution / Price Customer Metrics Subscriber Lifetime: Lifetime (months) = 1 / Monthly Churn Rate Example: 5% churn = 20 month lifetime LTV: LTV = Contribution per Box × Lifetime (months) Acquisition Economics CAC Components: Paid media Influencer costs Trial/free box costs Referral incentives First Box Profitability: First Box P&L = Revenue - COGS - CAC Many subscription boxes lose money on first box Break-Even Analysis Break-Even Month = CAC / Contribution per Box Must retain past break-even to be profitable Deliverable: Subscription box unit economics model Workflow 5: Unit Economics Optimization Objective: Identify and implement unit economics improvements Steps: Current State Assessment Calculate current LTV, CAC, LTV/CAC Identify weakest metrics Benchmark vs. best-in-class CAC Reduction Levers Channel Optimization: Cut underperforming channels Double down on efficient channels Improve conversion rates Efficiency Improvements: Sales productivity Marketing automation Better targeting Lower CPM/CPC negotiation Organic Growth: Referral programs Content marketing SEO investment Product-led growth LTV Improvement Levers Reduce Churn: Improve onboarding Better customer success Product improvements Save/retention programs Increase ARPU: Price increases Upsell motions Cross-sell products Premium tiers Improve Margins: COGS reduction Pricing optimization Efficiency gains Impact Modeling Lever Current Target Impact on LTV/CAC Reduce CAC 20% Reduce Churn 20% Increase ARPU 15% Improve Margin 5pp Prioritized Action Plan Quick wins (30 days) Medium-term (90 days) Long-term initiatives (12 months) Expected improvement trajectory Deliverable: Unit economics optimization plan with projected improvements Quick Reference Action Command/Trigger Calculate CAC "Calculate customer acquisition cost" Calculate LTV "Calculate customer lifetime value" LTV/CAC analysis "Analyze unit economics" Payback period "Calculate CAC payback period" Contribution margin "Calculate contribution margin" Optimize "How do I improve unit economics?" Unit Economics Formulas Customer Acquisition Metric Formula CAC Total S&M Spend / New Customers Blended CAC All S&M / All New Customers Paid CAC Paid Spend / Paid Customers Channel CAC Channel Spend / Channel Customers Customer Value Metric Formula LTV (simple) ARPU × Gross Margin / Churn LTV (with expansion) ARPU × GM / (Churn - Expansion) Customer Lifetime 1 / Churn Rate ARPU Revenue / Customers Efficiency Metrics Metric Formula Benchmark LTV/CAC LTV / CAC 3:1 CAC Payback CAC / (Monthly Rev × GM) < 12 mo Magic Number Net New ARR / Prior Q S&M 0.75 Burn Multiple Net Burn / Net New ARR < 2 Margin Metrics Metric Formula Gross Margin (Revenue - COGS) / Revenue Contribution Margin (Revenue - COGS - Variable Costs) / Revenue Net Margin Net Income / Revenue Unit Economics Dashboard Template

Unit Economics Dashboard: [Company] ** Period: ** [Date Range]

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| | Blended CAC | $ | $ | | | Paid CAC | $ | $ | | | Organic CAC | $ | $ | | | S&M as % of Revenue | % | % | |

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| | ARPU | $ | $ | | | Gross Margin | % | % | | | LTV | $ | $ | | | Customer Lifetime | mo | mo | |

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| | LTV/CAC | :1 | 3:1+ | | | CAC Payback | mo | <12 mo | | | Magic Number | |

0.75 | |

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| | CAC | | | | | LTV | | | | | LTV/CAC | | | | | Payback | | | |

Action Items 1. [Priority 1] 2. [Priority 2] 3. [Priority 3] Best Practices Calculation Use consistent time periods Include all relevant costs in CAC Account for expansion in LTV Segment by customer type Track trends over time Benchmarking Compare to industry standards Track improvement over time Adjust for business model differences Consider stage of company Optimization Focus on biggest leverage points Test changes carefully Monitor for unintended effects Balance growth and efficiency Integration with Other Skills Use with revenue-modeler : Validate revenue assumptions Use with cash-flow-forecaster : Model CAC payback impact Use with budget-planner : Inform marketing budget Use with investment-analyzer : Support investor metrics Use with financial-analyst : Deep-dive profitability Common Pitfalls to Avoid Incomplete CAC: Missing costs understates true CAC Overstated LTV: Optimistic churn assumptions Ignoring cohort degradation: LTV changes over time Channel mixing: Blended CAC hides inefficiencies Ignoring payback: LTV/CAC without cash timing No segmentation: Different segments have different economics Static analysis: Unit economics change over time Ignoring CAC payback timing: Cash flow matters

unit economics calculator

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