BRAND FOUNDER ACADEMY FREE TOOLS · THE MONDAY NUMBERS
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The Monday Numbers.

Seven inputs you already know or can guess. The five numbers that run a product brand come out... before your dashboard exists.

You are allowed to guess. Use last month if you have launched, your first-month goal if you have not. The point is to see which lever moves which number, not to be exact.

Your inputs

Last month if you have launched. Your first-month goal if you have not.
What one order brings in after any discount. Average it if you sell more than one thing.
Landed cost of the product plus everything it takes to ship one order: mailer, postage, pick and pack, payment fee. From your cost sheet.
Everything you pay to find new customers. Zero is allowed.
Software, subscriptions, the 3PL minimum, insurance, your own pay if you take any. The bills that arrive whether you sell or not.
1 means nobody buys twice. A subscription product often runs 4 or more. Guess low.
In month one it is 100%. It falls as repeat buyers come back.

Your five numbers

18%
net margin, what you keep
1 · Contribution margin per order$19.62
2 · Net margin18%
3 · Cash on handread it off the bank
4 · Cash gapdays from paying for stock to getting it back
5 · LTV : CAC3.9x
Profit this month$2,386
Cost to win one new customer (CAC)$11
The number that really matters
Net margin
Contribution margin tells you if one sale is worth making. Net margin tells you if the business is.
Working through this with us?

What the tool is doing

Contribution margin is price minus the cost to make and deliver one order. It tells you whether one sale is worth making.

Net margin is what is left after ads and fixed costs, as a share of revenue. It tells you whether the business is worth running.

Cash on hand and the cash gap are not calculated here. Cash on hand comes straight off your bank balance. The cash gap is the days between paying for a production run and getting that money back in sales, and it lives in your dashboard.

LTV to CAC takes what a customer is worth over their life (contribution margin times orders per customer) and divides it by what you paid to win them (ad spend divided by new customers). Above 3 means growth is paying for itself. Below 2 means you are buying customers at a loss.

What this does not include: taxes, returns, and the cost of your own time. Those show up in the books, not in a napkin tool.

This is one lesson inside the Launch Accelerator.We set up the books, the dashboard and the AI partner that writes this as a memo every Monday, with your real numbers instead of guesses.
SEE THE ACADEMY

Working out your price? Start with The Margin Napkin. Working out what one order costs to ship? The Postage Gap.