Financial · Step 3 of 5
Prove each customer is worth more than they cost to win.
A business where acquisition cost beats lifetime value loses money faster the more it grows. Check the per-customer math before you spend a dollar on marketing.
Saves time
Revenue per customer, gross margin and fixed costs arrive already filled from earlier steps. You add churn and acquisition cost.
Saves money
Stress-test churn and acquisition cost before a campaign does it for you with real money.
Solid footing
LTV, payback and LTV:CAC sit next to the benchmarks investors use, so you know where you stand.
The activity in this step
Each one hands its answer to the next, so you never start from a blank page.
Activity 1
Unit Economics
LTV, CAC, payback and break-even, from your own numbers.
The usual way
Formulas copied from a blog post into a sheet, with inputs nobody ties back to the real price or costs.
With ViableBrand
Revenue per customer comes from Pricing, and gross margin and fixed costs from Cost to Serve. Three views: a summary, a stress test for what-ifs, and a cohort retention curve. Benchmarks such as LTV:CAC of 3× or better and payback under 12 months sit beside your results.
You walk away with: Lifetime value, payback months, LTV:CAC, a contribution margin waterfall and break-even customer count.
What comes in
Revenue per customer from Pricing and Tier Builder, gross margin and fixed costs from Cost to Serve.
What goes forward
Churn seeds the Revenue Forecaster, costs seed Runway, and the numbers become pitch deck evidence and targets for your go-to-market channels.
Check the math before you spend.
Your first Blue Ocean report is free, with no card needed. Every step of the journey, including this one, lives in the Founders Hub.
Start freeValidation · Foundation · Financial · Launch