Supplement Unit Economics & cltv Calculator
Net revenue
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Gross profit (CM1)
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Variable profit (CM3)
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Net profit (pre-tax)
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Sold
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Kept
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Returned
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BNPL units
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Disc. AOV
Inputs v2.0 — all values VAT-exclusive
Volume & pricing
Units sold
Full price AOV (£)
Discount (%)
Transactions
Return rate (%)
BNPL adoption (%)
Variable costs
COGS (%)
Shipping (£/unit dispatched) + forecast % adj
Warehouse & fulfillment (£/month)
Transaction fees (%)
BNPL fee (%)
Returns handling (£/return)
Write-Off % of Returned Units (COGS Written Off)
Marketing
Marketing & sales spend (£)
Fixed costs
Revenue
Gross revenue (post-discount)—
(−) Returned revenue—
Net revenue—100%
CM1 — Gross profit
(−) COGS——
Gross profit——
CM2 — Contribution margin
(−) Shipping — £/unit × units dispatched——
(−) Transaction fees——
(−) BNPL fees——
(−) Returns handling — £/return × returns——
(−) Write-off — % of returned units' COGS——
(−) Warehouse & fulfillment — flat monthly——
Total contribution (CM2)——
CM3 — Variable profit
(−) Marketing & sales——
CM3 variable profit——
Fixed costs
(−) Tech stack——
(−) CX costs——
(−) Staff & payroll——
(−) Agency fees——
(−) Misc overheads——
Total fixed costs——
Net profit
Net profit (pre-tax)——
COGS / unit
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CM3 / kept unit
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Fixed cost / kept unit
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Net profit / kept unit
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Breakeven ROAS targets
COGS breakeven
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CM1 level
Contribution breakeven
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CM2 level
Variable breakeven
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CM3 level
Sensitivity — Units Sold vs Net Revenue, Variable Profit & Net Profit
X-axis scales to 3× current units · hover to inspect
Net revenue
Variable profit (CM3)
Net profit (pre-tax)
Breakeven (£0)
● current position
Built by Kiezo Growth · kiezogrowth.com
LIVE SYNC
Disc. AOV—
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CM1 margin—
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CM2 margin—
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Mkt spend—
passing to LTV calculator ↓
Gross LTV / customer
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CM2 LTV / customer
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LTV:CAC ratio (CM2)
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CM2 payback period
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Customers/mo
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CAC
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Rev/cust/mo
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CM2/cust/mo
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Avg lifespan
LTV & CAC Inputs
AOV, margins & mkt spend synced from above
Inherited from unit economics ↑
Discounted AOV—
Gross margin (CM1)—
Contribution margin (CM2)—
Marketing spend—
Override gross margin (CM1)
Override contribution margin (CM2)
Repeat order settings
Repeat return rate — inherited: — override:
%
Acquisition
New customers / month
Derived CAC
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Override with manual CAC
Revenue model
Purchase frequency (orders / year)
Repeat order AOV (linked: discounted AOV)
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Override repeat order AOV
Retention model
Use retention curve (M1 + monthly churn)
Average customer lifespan (years)
Fixed cost allocation
Inherited total monthly fixed costs
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Override with manual fixed costs
Fixed cost per customer / month (÷ SS active base)
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Discounting
Apply NPV discount rate
Lifetime revenue per customer
Gross LTV — net revenue × frequency × lifespan—100%
CM1 — Gross profit over lifetime
(−) COGS——
CM1 LTV — gross profit——
CM2 — Contribution over lifetime
(−) Fulfilment costs — shipping, fees, returns, write-off (excl. marketing)——
CM2 LTV — contribution margin——
Net LTV — after fixed cost allocation
(−) Fixed cost allocation over lifetime (÷ SS active base)——
Net LTV per customer——
Net profit per acquired customer
(−) CAC — cost to acquire this customer——
Net profit per acquired customer——
CM1 LTV
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CM2 LTV
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Net LTV
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Net P / acquired
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LTV:CAC Ratios & Payback Periods
Margin level
LTV:CAC
Payback
Health signal
CM1 — gross profit
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CM2 — contribution margin
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Net — after fixed costs
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Steady-state active base
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customers at equilibrium
Monthly CM2 at maturity
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recurring contribution
Monthly net at maturity
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after fixed cost allocation
Cohort Payback Timeline — cumulative £ per customer acquired
36-month window · retention-adjusted · hover to inspect
CAC (acquisition cost)
Cumulative CM2 LTV
Cumulative net LTV
● payback crossover
Built by Kiezo Growth · kiezogrowth.com