What is the Unit Economics Calculator?

A calculator for demonstrating unit economics.

Who is the Unit Economics Calculator for?

It is built for CEOs and their teams working on Fundraising. The AI coach adapts it to your company, stage, and goals.

How long does the Unit Economics Calculator take to use?

It saves roughly 35+ hours versus building from scratch. Our AI coach can tailor the calculator to your situation in minutes, then hand you a step-by-step plan.

Is the Unit Economics Calculator free?

Yes. You can read the full calculator and start getting coached through it for free. Sign in to save your tailored version and track your next steps.

How does the AI coach help with the Unit Economics Calculator?

The coach teaches you the framework, asks a few questions about your business, tailors the calculator to you, and gives you measurable next steps to execute.

Unit Economics Calculator | Gold by MangoMagic

UNIT ECONOMICS PHILOSOPHY

Why Unit Economics Matter

UNIT ECONOMICS PHILOSOPHY

WHY UNIT ECONOMICS MATTER:
☐ Foundation of sustainable business
☐ Key investor evaluation criteria
☐ Validates business model viability
☐ Guides pricing and spending decisions
☐ Determines fundraising efficiency
☐ Shows path to profitability

UNIT ECONOMICS PRINCIPLES:

1. MEASURE WHAT MATTERS
   ☐ CAC = total cost to acquire
   ☐ LTV = total value generated
   ☐ Ratio determines viability
   ☐ Payback determines cash needs

2. SEGMENT IS EVERYTHING
   ☐ Blended hides problems
   ☐ Best segment = focus area
   ☐ Worst segment = fix or abandon
   ☐ Channel economics vary

3. TRENDS OVER SNAPSHOTS
   ☐ Improving or degrading?
   ☐ Cohort analysis reveals truth
   ☐ Scale effects matter
   ☐ Market changes impact

4. HONEST ACCOUNTING
   ☐ Fully-loaded CAC
   ☐ True customer lifetime
   ☐ Real gross margin
   ☐ No cherry-picking

INVESTOR BENCHMARKS:
| Metric | Minimum | Good | Excellent |
|--------|---------|------|-----------|
| LTV:CAC | >3x | >4x | >5x |
| CAC Payback | <24mo | <18mo | <12mo |
| Gross Margin | >60% | >70% | >80% |
| NRR | >100% | >110% | >120% |

COMPREHENSIVE CAC CALCULATION

Fully-Loaded CAC Analysis

CUSTOMER ACQUISITION COST (CAC)

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SALES CAC COMPONENTS
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SALES TEAM COSTS (Monthly):
| Line Item | Amount | Notes |
|-----------|--------|-------|
| AE Salaries | $_____ | Base salary |
| AE Commissions | $_____ | Variable comp |
| SDR/BDR Salaries | $_____ | Outbound team |
| SDR Variable | $_____ | Bonuses |
| Sales Management | $_____ | Managers |
| Sales Ops | $_____ | Tools/support |
| Sales Training | $_____ | Enablement |
| Travel/Expenses | $_____ | T&E |
| **Total Sales Cost** | **$_____** | |

MARKETING COSTS (Monthly):
| Line Item | Amount | Notes |
|-----------|--------|-------|
| Marketing Team | $_____ | Salaries |
| Paid Acquisition | $_____ | Ads/SEM |
| Content Production | $_____ | Blog/video |
| Events/Conferences | $_____ | Sponsorships |
| Tools/Software | $_____ | MarTech stack |
| Agency Fees | $_____ | External |
| PR/Comms | $_____ | Media |
| **Total Marketing** | **$_____** | |

CUSTOMER SUCCESS COSTS (For Acquisition):
| Line Item | Amount | Notes |
|-----------|--------|-------|
| Implementation | $_____ | Onboarding |
| Training | $_____ | Customer ed |
| **Total CS (Acquisition)** | **$_____** | |

═══════════════════════════════════════
CAC CALCULATION
═══════════════════════════════════════

Period: ______________ (typically quarter)

Total S&M Spend: $_____
+ CS Acquisition Cost: $_____
= **Total Acquisition Cost**: $_____

New Customers Acquired: _____

**Blended CAC** = Total Cost / Customers
= $_____ / _____ = **$_____**

═══════════════════════════════════════
CAC BY CHANNEL
═══════════════════════════════════════

| Channel | Spend | Customers | CAC | % of Total |
|---------|-------|-----------|-----|------------|
| Inbound | $_____ | | $_____ | ___% |
| Outbound | $_____ | | $_____ | ___% |
| Paid | $_____ | | $_____ | ___% |
| Partner | $_____ | | $_____ | ___% |
| Referral | $_____ | | $_____ | ___% |
| **Total** | **$_____** | | **$_____** | 100% |

═══════════════════════════════════════
CAC BY SEGMENT
═══════════════════════════════════════

| Segment | Spend | Customers | CAC |
|---------|-------|-----------|-----|
| SMB | $_____ | | $_____ |
| Mid-Market | $_____ | | $_____ |
| Enterprise | $_____ | | $_____ |
| **Blended** | **$_____** | | **$_____** |

═══════════════════════════════════════
CAC TRENDS
═══════════════════════════════════════

| Quarter | CAC | Change | Drivers |
|---------|-----|--------|---------|
| Q-4 | $_____ | - | |
| Q-3 | $_____ | ___% | |
| Q-2 | $_____ | ___% | |
| Q-1 | $_____ | ___% | |
| Current | $_____ | ___% | |

Trend: ☐ Improving ☐ Stable ☐ Degrading

COMPREHENSIVE LTV CALCULATION

Lifetime Value Analysis

CUSTOMER LIFETIME VALUE (LTV)

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ARPU CALCULATION
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MONTHLY ARPU:
| Component | Amount |
|-----------|--------|
| Base subscription | $_____ |
| Add-on products | $_____ |
| Usage/overage | $_____ |
| Professional services | $_____ |
| **Monthly ARPU** | **$_____** |

ANNUAL CONTRACT VALUE (ACV):
ARPU × 12 = $_____ × 12 = **$_____**

ARPU BY SEGMENT:
| Segment | Monthly ARPU | Annual ACV |
|---------|--------------|------------|
| SMB | $_____ | $_____ |
| Mid-Market | $_____ | $_____ |
| Enterprise | $_____ | $_____ |
| **Blended** | **$_____** | **$_____** |

═══════════════════════════════════════
GROSS MARGIN CALCULATION
═══════════════════════════════════════

COST OF GOODS SOLD (Monthly):
| Component | Amount | % of Revenue |
|-----------|--------|--------------|
| Hosting/Infrastructure | $_____ | ___% |
| Third-party APIs | $_____ | ___% |
| Customer Support | $_____ | ___% |
| Payment Processing | $_____ | ___% |
| DevOps/Reliability | $_____ | ___% |
| **Total COGS** | **$_____** | **___%** |

GROSS MARGIN:
Revenue: $_____
COGS: $_____
Gross Profit: $_____
**Gross Margin**: ____%

═══════════════════════════════════════
CUSTOMER LIFETIME CALCULATION
═══════════════════════════════════════

METHOD 1: Churn-Based
Monthly churn rate: ___%
Average lifetime = 1 / churn rate
= 1 / ___% = **___ months**

METHOD 2: Cohort-Based
Analyze historical cohort retention:
| Cohort | M12 Retention | M24 Retention | Implied Life |
|--------|---------------|---------------|--------------|
| Q1 20XX | ___% | ___% | ___ months |
| Q2 20XX | ___% | ___% | ___ months |
| Q3 20XX | ___% | ___% | ___ months |
| **Average** | **___%** | **___%** | **___ months** |

LIFETIME BY SEGMENT:
| Segment | Churn | Lifetime |
|---------|-------|----------|
| SMB | ___% | ___ months |
| Mid-Market | ___% | ___ months |
| Enterprise | ___% | ___ months |
| **Blended** | **___%** | **___ months** |

═══════════════════════════════════════
LTV CALCULATION
═══════════════════════════════════════

BASIC LTV:
LTV = ARPU × Gross Margin × Lifetime
= $_____ × ___% × ___ months
= **$_____**

LTV WITH EXPANSION:
Monthly Expansion Rate: ___%
Adjusted ARPU (with expansion): $_____
LTV = Adjusted ARPU × Gross Margin × Lifetime
= $_____ × ___% × ___ months
= **$_____**

NPV-ADJUSTED LTV:
Discount rate: ___% annually
NPV Factor: _____
NPV LTV = LTV × NPV Factor
= $_____ × _____ = **$_____**

LTV BY SEGMENT:
| Segment | ARPU | Margin | Life | LTV |
|---------|------|--------|------|-----|
| SMB | $_____ | ___% | ___ | $_____ |
| Mid-Market | $_____ | ___% | ___ | $_____ |
| Enterprise | $_____ | ___% | ___ | $_____ |
| **Blended** | **$_____** | **___%** | **___** | **$_____** |

KEY RATIOS & ANALYSIS

LTV:CAC Analysis

LTV:CAC RATIO ANALYSIS

═══════════════════════════════════════
BLENDED RATIO
═══════════════════════════════════════

LTV: $_____
CAC: $_____
**LTV:CAC Ratio**: _____x

Assessment:
☐ <1x = Losing money on every customer
☐ 1-3x = Unsustainable, needs improvement
☐ 3-5x = Healthy, scalable
☐ >5x = Excellent (or under-investing)

═══════════════════════════════════════
RATIO BY SEGMENT
═══════════════════════════════════════

| Segment | LTV | CAC | Ratio | Action |
|---------|-----|-----|-------|--------|
| SMB | $_____ | $_____ | _____x | |
| Mid-Market | $_____ | $_____ | _____x | |
| Enterprise | $_____ | $_____ | _____x | |

Best segment: _____________ (Ratio: _____x)
→ Action: Scale investment

Worst segment: _____________ (Ratio: _____x)
→ Action: ☐ Fix ☐ Deprioritize ☐ Exit

═══════════════════════════════════════
RATIO BY CHANNEL
═══════════════════════════════════════

| Channel | LTV | CAC | Ratio | Priority |
|---------|-----|-----|-------|----------|
| Inbound | $_____ | $_____ | _____x | |
| Outbound | $_____ | $_____ | _____x | |
| Paid | $_____ | $_____ | _____x | |
| Partner | $_____ | $_____ | _____x | |
| Referral | $_____ | $_____ | _____x | |

═══════════════════════════════════════
RATIO TRENDS
═══════════════════════════════════════

| Quarter | LTV | CAC | Ratio | Δ |
|---------|-----|-----|-------|-----|
| Q-4 | $_____ | $_____ | _____x | - |
| Q-3 | $_____ | $_____ | _____x | |
| Q-2 | $_____ | $_____ | _____x | |
| Q-1 | $_____ | $_____ | _____x | |
| Current | $_____ | $_____ | _____x | |

Trend: ☐ Improving ☐ Stable ☐ Degrading
Driver: _________________________________

CAC Payback Analysis

CAC PAYBACK CALCULATION

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PAYBACK FORMULA
═══════════════════════════════════════

Payback = CAC / (ARPU × Gross Margin)
= $_____ / ($_____ × ___%)
= $_____ / $_____
= **___ months**

═══════════════════════════════════════
PAYBACK BY SEGMENT
═══════════════════════════════════════

| Segment | CAC | Monthly GP | Payback |
|---------|-----|------------|---------|
| SMB | $_____ | $_____ | ___ mo |
| Mid-Market | $_____ | $_____ | ___ mo |
| Enterprise | $_____ | $_____ | ___ mo |
| **Blended** | **$_____** | **$_____** | **___ mo** |

═══════════════════════════════════════
CASH IMPLICATIONS
═══════════════════════════════════════

If payback = ___ months:
- Cash tied up in customer acquisition: $_____
- New customers per month: _____
- Monthly cash requirement: $_____
- Annual cash for growth: $_____

WORKING CAPITAL NEED:
Payback × Monthly CAC Spend = Working Capital
___ months × $_____ = **$_____**

COHORT ANALYSIS

Comprehensive Cohort Framework

COHORT RETENTION ANALYSIS

═══════════════════════════════════════
DOLLAR RETENTION COHORT
═══════════════════════════════════════

| Cohort | M0 | M3 | M6 | M12 | M18 | M24 |
|--------|-----|-----|-----|------|------|------|
| Q1 20XX | 100% | ___% | ___% | ___% | ___% | ___% |
| Q2 20XX | 100% | ___% | ___% | ___% | ___% | |
| Q3 20XX | 100% | ___% | ___% | ___% | | |
| Q4 20XX | 100% | ___% | ___% | | | |
| Q1 20XX | 100% | ___% | | | | |
| Q2 20XX | 100% | | | | | |

NET REVENUE RETENTION (NRR):
M12 NRR = (Starting ARR + Expansion - Churn) / Starting ARR
= ($_____ + $_____ - $_____) / $_____
= **____%**

═══════════════════════════════════════
LOGO RETENTION COHORT
═══════════════════════════════════════

| Cohort | M0 | M3 | M6 | M12 | M18 | M24 |
|--------|-----|-----|-----|------|------|------|
| Q1 20XX | 100% | ___% | ___% | ___% | ___% | ___% |
| Q2 20XX | 100% | ___% | ___% | ___% | ___% | |
| Q3 20XX | 100% | ___% | ___% | ___% | | |
| Q4 20XX | 100% | ___% | ___% | | | |

═══════════════════════════════════════
COHORT QUALITY ANALYSIS
═══════════════════════════════════════

Are cohorts improving or degrading?

Early indicators (M3 retention):
☐ Trend: Improving / Stable / Degrading
☐ Latest cohort vs average: Better / Same / Worse

Mid-term indicators (M12 retention):
☐ Trend: Improving / Stable / Degrading
☐ Pattern: Stable / Decaying / Growing (expansion)

Cohort insights:
☐ Best cohort: _____ (Why: _____________)
☐ Worst cohort: _____ (Why: _____________)
☐ Pattern identified: _____________

IMPROVEMENT MODELING

Unit Economics Improvement Levers

UNIT ECONOMICS IMPROVEMENT MODEL

═══════════════════════════════════════
CURRENT STATE
═══════════════════════════════════════

LTV: $_____
CAC: $_____
LTV:CAC: _____x
Payback: ___ months

═══════════════════════════════════════
CAC REDUCTION LEVERS
═══════════════════════════════════════

1. IMPROVE CONVERSION RATES:
   Current MQL→Close: ___%
   Target MQL→Close: ___%
   Impact on CAC: -$_____ (-___%)
   New CAC: $_____

2. REDUCE COST PER LEAD:
   Current CPL: $_____
   Target CPL: $_____
   Impact on CAC: -$_____ (-___%)
   New CAC: $_____

3. SHIFT CHANNEL MIX:
   Current: Paid ___% / Organic ___%
   Target: Paid ___% / Organic ___%
   Impact on CAC: -$_____ (-___%)
   New CAC: $_____

4. INCREASE DEAL SIZE:
   Current ACV: $_____
   Target ACV: $_____
   Impact: Fixed CAC spread over higher value
   Effective CAC/$ revenue: $_____

TOTAL CAC IMPROVEMENT:
Current: $_____
Target: $_____
Improvement: -____%

═══════════════════════════════════════
LTV IMPROVEMENT LEVERS
═══════════════════════════════════════

1. REDUCE CHURN:
   Current churn: ___% monthly
   Target churn: ___% monthly
   Current lifetime: ___ months
   New lifetime: ___ months
   LTV impact: +$_____ (+___%)

2. INCREASE ARPU:
   Current ARPU: $_____
   Target ARPU: $_____
   Increase: +$_____ (+___%)
   LTV impact: +$_____ (+___%)

3. ADD EXPANSION:
   Current expansion: ___% monthly
   Target expansion: ___% monthly
   LTV impact: +$_____ (+___%)

4. IMPROVE GROSS MARGIN:
   Current margin: ___%
   Target margin: ___%
   LTV impact: +$_____ (+___%)

TOTAL LTV IMPROVEMENT:
Current: $_____
Target: $_____
Improvement: +____%

═══════════════════════════════════════
PROJECTED STATE
═══════════════════════════════════════

| Metric | Current | Target | Improvement |
|--------|---------|--------|-------------|
| CAC | $_____ | $_____ | -___% |
| LTV | $_____ | $_____ | +___% |
| LTV:CAC | _____x | _____x | +_____x |
| Payback | ___ mo | ___ mo | -___ mo |

INVESTOR STORY:
"We're improving unit economics by reducing CAC
through [lever] and increasing LTV through [lever],
driving LTV:CAC from ___x to ___x."

Unit Economics Dashboard

Metric	Q-2	Q-1	Current	Target
CAC	$_____	$_____	$_____	$_____
LTV	$_____	$_____	$_____	$_____
LTV:CAC	_____x	_____x	_____x	_____x
Payback	___ mo	___ mo	___ mo	___ mo
NRR	___%	___%	___%	___%
Gross Margin	___%	___%	___%	___%

Unit Economics Calculator

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