Question 1

What's the difference between CAC and LTV?

Accepted Answer

CAC is how much you spend to acquire one customer (marketing + sales costs ÷ new customers). LTV is the total profit you expect from that customer over their lifetime. The ratio LTV:CAC tells you if growth is profitable, above 3:1 is healthy for SaaS.

Question 2

Why does payback period matter?

Accepted Answer

Payback period is how many months until you recover the CAC from that customer's profit. If it's 24 months but customers churn after 18 months, you never break even. Short payback (under 12 months) means faster cash flow and less fundraising pressure.

Question 3

How do I calculate contribution margin?

Accepted Answer

Contribution margin = (Revenue - Variable Costs) ÷ Revenue. Variable costs include COGS, payment processing, and delivery. Fixed costs (salaries, rent) come out separately. This tells you how much each sale contributes to covering fixed costs and profit.

Question 4

Should I use blended or channel-specific CAC?

Accepted Answer

Always use channel-specific. Blended CAC hides the truth, one profitable channel subsidizing a losing one. Google might have 2:1 LTV:CAC while TikTok has 1.5:1, but blending them masks both problems.

Question 5

How do I project LTV without enough customer data?

Accepted Answer

Use industry benchmarks as guardrails, but base projections on your actual retention curve. If you have 6 months of data, model churn conservatively. Don't project 3-year LTV from 90-day cohorts; stick to what you can defend to investors.

Question 6

What if my unit economics are negative, should I keep growing?

Accepted Answer

No. Negative unit economics is a tax on growth. Fix the model first (reduce CAC, improve margins, extend LTV) before scaling. Fast growth on broken economics is just burning capital faster.

Question 7

How often should I analyze unit economics?

Accepted Answer

Monthly by cohort (monthly, quarterly, or annual depending on your customer lifetime). Real-time dashboards are best, but monthly reviews at minimum. Stale unit economics data leads to bad strategic decisions.

प्रदेश	ज्युनियर	मध्यम	सीनियर
USA	$75k	$110k	$155k
UK	£58k	£85k	£120k
EU	€50k	€75k	€105k
CANADA	C$68k	C$100k	C$140k

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