From pricing to viability
Separate margin from markup, calculate contribution and identify the point where fixed costs are recovered.
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Business Metric Calculators
Understand the pricing, profitability and customer metrics that sit underneath marketing and ecommerce growth.
Decision paths
Connect the metrics before acting
From retention to lifetime value
Reconcile retention and churn over the same period, then use the result to frame customer lifetime value.
Calculators
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Customer Lifetime Value Calculator
Estimate gross-profit customer lifetime value from purchasing behavior and margin.
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LTV to CAC Ratio Calculator
Compare customer lifetime value with the cost required to acquire that customer.
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Profit Margin Calculator
Calculate profit and profit margin from revenue and total costs.
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Markup Calculator
Calculate markup and unit profit from cost and selling price.
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Contribution Margin Calculator
Measure revenue remaining after variable costs to cover fixed costs and profit.
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Break-even Point Calculator
Calculate the unit sales and revenue required to cover fixed and variable costs.
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Customer Churn Rate Calculator
Calculate the percentage of starting customers lost during a period.
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Customer Retention Rate Calculator
Measure the percentage of starting customers retained after excluding new additions.
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Market Share Calculator
Calculate a company's sales share of a defined market and the sales needed for a target share.
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Employee Turnover Cost Calculator
Total selected recruiting, vacancy-cover and onboarding costs for a number of employee separations.
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Simple Payback Period Calculator
Estimate the years needed for a stated initial cost to be recovered by stated annual savings.
Open calculatorRelated guides
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Break-even Analysis for an Online Business
Build a break-even analysis from fixed cost, unit price and variable unit cost, then stress-test volume and product mix assumptions.
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CAC Payback: What Acquisition Cost Misses
Understand customer acquisition cost payback, why timing matters and how contribution profit changes the interpretation of LTV:CAC.
Read guide →Guide
Customer Lifetime Value Models Explained
Compare simple, churn-based, cohort and discounted customer lifetime value models and choose a method appropriate for your available data.
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Gross Margin vs Markup: Avoid Pricing Errors
Learn why gross margin and markup produce different percentages, convert between them and select the right metric for pricing and reporting.
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Pricing with Contribution Margin
Use contribution margin to connect price, variable cost, break-even volume, discounts and allowable acquisition cost with worked scenarios.
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Retention Rate vs Churn Rate
Compare customer retention and churn, reconcile the formulas with a cohort example and avoid mixing customer, account and revenue measures.
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