unit-economicslisted

Use when the user wants to calculate or sanity-check unit economics — LTV, CAC, the LTV:CAC ratio, and CAC payback — for a subscription, ecommerce, or services business. Also use when the user mentions lifetime value, customer acquisition cost, payback period, churn, contribution margin, or "are our unit economics healthy / can we afford to spend more." Produces the metrics plus a verdict against healthy benchmarks and what to fix.
sarojkjha/aaj-marketing-skills · ★ 0 · AI & Automation · score 70

Install: claude install-skill sarojkjha/aaj-marketing-skills

# Unit Economics & LTV:CAC Establish whether a business can profitably acquire customers — the foundation under every budget and growth decision. Get **LTV**, **LTV:CAC**, and **CAC payback**, then judge them against healthy ranges. This is usually the first thing to run before any paid-media or budget work. ## When to use The user needs to compute or validate unit economics, set a CAC ceiling, or answer "can we afford to spend more?" ## Before you start 1. **Read the brand/product context first** (`.agents/product-marketing.md` / `.agents/aaj-brand.md`) for model and pricing, if present. 2. **Gather inputs for the model:** - **Subscription:** monthly revenue per account (ARPA), gross margin %, monthly churn % (or average lifetime in months), and CAC. - **Ecommerce:** average order value, gross margin %, orders per year, retention in years, and CAC. - **Services / contract:** average contract value, gross margin %, retention in years, and CAC. - If CAC isn't known, supply ad spend and customers acquired to derive blended CAC. ## The math ``` Subscription: LTV = (ARPA_monthly × grossMargin%) ÷ monthlyChurn% CAC payback (months) = CAC ÷ (ARPA_monthly × grossMargin%) Ecommerce: LTV = AOV × grossMargin% × ordersPerYear × retentionYears Services: LTV = ACV × grossMargin% × retentionYears Everywhere: LTV:CAC = LTV ÷ CAC ``` Always use **gross-margin** LTV (revenue × margin), not revenue LTV — revenue you don't keep can't pay back acqu