Finance
~3 minutesUnit Economics Calculator
Enter four operating parameters — the tool automatically calculates LTV, LTV/CAC ratio, and payback period for each customer.
= 2.000.000 ₫
= 6.000.000 ₫
Tỷ lệ LTV / CAC
- LTV
- 46,7 triệu ₫
- Payback
- 4,3 tháng
- Vòng đời KH
- 33,3 tháng
LTV/CAC từ 3× trở lên — dấu hiệu mô hình đơn vị lành mạnh. Tiếp tục theo dõi payback 4,3 tháng.
Formula: guest lifetime = 1/churn; LTV = ARPU × gross margin × lifecycle; payback = CAC / (ARPU × gross margin). Healthy LTV/CAC thresholds vary by business model.
What is Unit Economics and why each customer must be profitable
Unit economics is the problem of profit and loss per customer unit: how much money a business spends to acquire a customer, and how much gross profit it earns during the time that customer stays with it. Investors are interested because if each customer is profitable, additional capital will help multiply the scale; On the contrary, the faster the business grows, the bigger the loss.
Dùng công cụ này khi nào
- When you're preparing to increase your marketing or sales budget and need to know whether every extra dollar spent on acquiring new customers is profitable or not.
- When pricing a product or designing a service package, determine what price and gross profit margin is enough to cover the cost of attracting customers.
- When you need to answer the question "Is the model profitable for each customer" in the capital raising application.
Basic calculation
Customer Lifetime (months) = 100 ÷ Churn Rate per Month (%) LTV = ARPU × Gross Profit Margin × Customer Lifetime LTV / CAC Ratio = LTV ÷ CAC CAC Payback Period (months) = CAC ÷ (ARPU × Gross Profit Margin)
First, divide 100 by the customer churn rate each month to estimate how many months a customer will stay. Next, multiply the average revenue per customer per month by the gross profit margin to get the actual monthly gross profit, then multiply by the number of months of engagement to get the LTV. Finally, compare LTV with the cost of attracting a customer to know how much each dollar spent brings in, and divide the cost of attracting by the monthly gross profit to know how long it takes the business to recover that cost.
Ví dụ: Businesses average 2 million VND per customer per month, 70% gross profit margin, spend 6 million VND to have one customer and lose 3% of customers each month. Customer life cycle is 100 ÷ 3, or about 33.3 months; Gross profit per month is 1.4 million VND; LTV is about 46.7 million VND; LTV/CAC ratio is about 7.8 times and CAC payback period is about 4.3 months.
Thuật ngữ trong công cụ
- ARPUAverage revenue per user
- Average revenue obtained from a customer in a month. The simple calculation is to divide the total recurring revenue for the month by the number of paying customers that month.
- Gross profit marginGross margin
- The remaining percentage of revenue after deducting direct costs to serve customers such as technology infrastructure, cost of goods sold, and technical support. This is the part that is actually used to offset the cost of attracting customers, so low gross margins will drag LTV down very quickly.
- CACCustomer acquisition cost
- The average cost to acquire a new customer, equal to the total spending on marketing and sales during the period divided by the number of new customers acquired during the same period. It is necessary to include the sales team's salary, not just the advertising fee.
- Churn rateMonthly churn rate
- Percentage of customers who stop using the service each month. The higher the churn, the shorter the customer stay and the lower the value earned; churn 5% per month corresponding to an average life cycle of 20 months.
- LTVLifetime value
- The total gross profit that a customer brings during their time with the business. This is the number used to compare directly with the cost of attracting customers.
- CAC payback periodCAC payback period
- The number of months it takes for the gross profit from a customer to cover the cost of acquiring that customer. This index shows how quickly or slowly capital turns over; As a rule, a term of less than 12 months is usually considered reasonable.
Đọc kết quả thế nào
LTV/CAC less than 1x
Each customer brings in less than what was spent to acquire them, meaning the more you expand, the bigger the loss. It is necessary to review the selling price, gross profit margin, customer acquisition costs or churn rate before increasing scale.
About 3 times
The level is considered healthy according to industry practice: each dollar spent to acquire customers brings in about three dollars in gross profit, enough to cover general operating costs and create room for growth.
Over 5 times
The model is very effective for each customer, but it can also be a sign that the business is spending too conservatively on attracting customers and missing out on opportunities to expand market share.
Results from the tool are for reference only, based on the data you enter and assuming constant income and expenditure levels. This is not investment advice or a commitment by the Fund as to its funding capacity.
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