Step 01 of 03 · Your customer
Revenue and delivery set the starting point for your acquisition limits.
Start with what a customer pays you up front.
Use average revenue after discounts and refunds.
The retainer adds revenue for each month the customer stays.
Use the average per paying customer. Annual plans: divide the annual fee by 12.
Duration tells us how much revenue to count.
Use a realistic average reflecting cancellations. For a fixed window, count only revenue expected in that window. Monthly × months assumes that many paid months.
Your customer revenue · expected lifetime
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This money serves the customer, so it is not available for acquisition.
Over the same lifetime/window as revenue. Include variable fulfillment, payment fees, revenue taxes and per-customer support/onboarding. Fixed salaries belong in structure.
