This tool helps you estimate the effort needed to reach a financial goal based on your product price and conversion rates. Fill in the inputs on the left, and see the required path on the right.
Left Panel: Inputs
Target ($): Your main financial goal.
Select 'Total Amount' if it's a one-time target (e.g., total revenue for a project).
Select 'MRR' if it's a Monthly Recurring Revenue target (e.g., for subscriptions).
Select 'ARR' if it's an Annual Recurring Revenue target.
Enter the corresponding value in the input box below.
Item Price ($): The price of one unit of your product/service. For MRR/ARR, this is typically the monthly/recurring price per customer.
Initial Interest Rate (%): Out of the people you 'Reach', what percentage show initial interest (e.g., click an ad, sign up for free, install an app)? Example: 20 clicks per 1000 views = 2%.
Customer Conversion Rate (%): Out of the people who showed initial interest ('Free Users'), what percentage become paying customers? Example: 5 paid customers from 100 free signups = 5%.
Calculate Monthly Churn?: (Toggle) Turn ON if you have a subscription/recurring model. This lets you enter the percentage of paying customers who leave each month. This makes MRR/ARR targets harder to hit, requiring more new customers.
Calculate Expenses?: (Toggle) Turn ON to factor in costs.
Add expense items (e.g., 'Marketing', 'Salaries') and their estimated monthly cost.
Adjust Plan for Expenses?: (Toggle within Expenses) If ON, the calculated 'Path' (Reach/Users/Customers needed) will increase to ensure your original Target is met *after* paying expenses. If OFF, the 'Path' shows what's needed for the Target, and the 'Net Result' shows what's left after expenses.
Show Advanced SaaS Metrics?: (Toggle) Turn ON for common subscription business metrics.
Average Customer Acquisition Cost (CAC) ($): INPUT required. How much do you estimate it costs (marketing, sales etc.) to get one new paying customer?
Est. Customer LTV: CALCULATED. Lifetime Value - estimate of total revenue from one customer before they churn (Requires Churn to be ON).
LTV / CAC Ratio: CALCULATED. Compares LTV to CAC. A ratio over 3 is generally considered good.
CAC Payback Period: CALCULATED. How many months of revenue from a customer it takes to cover their acquisition cost.
Right Panel: Results
Your Path (Calculations): Shows a 3-step summary of the goal, the required strategy (reach & free users needed per month/total), and the outcome (customers needed per month/total). It also shows Target/Equivalent MRR/ARR for context (these lines are hidden if 'Total Amount' target is selected).
Your Path (Flow): A visual diagram showing the numbers needed at each stage (Reach -> Free Users -> Customers -> Target Met). If expenses are calculated, an extra 'Net Result' step appears showing the final amount after costs.