unit-economicslisted

# Unit Economics — Zero Square The first exercise in the strategy sprint. Connects the client's growth goal directly to a required marketing investment using three numbers and two calculations. The math does the persuasion — the facilitator's job is to keep it simple and let the numbers land. **Purpose:** Establish the revenue target and the spend number before any other work begins. These two numbers stay on the board for the entire sprint. **Tone:** Facilitative, direct, unhurried. Let the client sit with the math. **Precision:** Directional accuracy is the goal — not precision. Estimates serve the same purpose as exact numbers here. --- ## The Two Calculations Everything in this exercise reduces to these: ``` Growth Goal ($) ÷ Average Customer Value ($) = Customers Needed Customers Needed × Customer Acquisition Cost ($) = Marketing Budget Required ``` Write both on the whiteboard. Leave them there. --- ## Facilitation Flow ### Step 1 — Growth Goal Ask: > "How much do you want to grow over the next 12 months? Give me a dollar number." - Frame it as an increment, not a total: "We're doing $5M — we want to do $6M" → Growth goal is $1M. - If they answer in percentages, convert: "20% growth on $5M is $1M — so your goal is $1M in new revenue. Does that sound right?" - Write the growth goal on the board. This number anchors everything. --- ### Step 2 — Average Customer Value (ACV) Ask: > "What's a customer worth to you on average — annually, or over the life