We count LT

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The number of active clients in the database as of December 1 is 170 people. Of these, 152 people remained as of December 31 (18 people stopped weekly cooperation). The remaining 95 people began using fresh fruit delivery only in December. We do not take them into account when calculating LT.

Churn rate = (170 - 152) / 170 = 0.1.

LT = 1/0.1 = 10 — we got the average physicians email list number of months when a customer uses the fruit delivery service.

Calculating LTV
Total variable costs are 231,000 rubles (purchase of goods, delivery costs, packaging, storage, etc.). Per client - 231,000 rubles / 250 = 924 rubles. Here we do not take into account marketing costs.

LTV = (RUB 1,998 - RUB 923.7) x 10 = RUB 10,750.

Comparing LTV and CAC
In our example, LTV > CAC — RUB 10,750 > RUB 400.

Taking this data into account, we understand that the enterprise "Glavfrukt" receives much more revenue from the client than it spends on attracting him. We conclude: the marketing strategy is correct.

Unit economics alone cannot be used to draw conclusions about the profitability of an enterprise. This is why fixed costs are not included in the calculations. Although unit economics is not required to provide this data, its area is marketing.

It is necessary to calculate operating profit to understand how effective the business model is:

Operating profit = revenue - fixed costs - variable costs

Let's look at an example: the enterprise "Glavfrukt" has fixed costs per month, which amount to 70,000 rubles. Variable costs, including marketing costs = 231,000 rubles + 100,000 rubles = 331,000 rubles.

Operating profit = RUB 497,000 - RUB 331,000 - RUB 70,000 = RUB 96,000.

We conclude that the current business model is profitable. Now the enterprise "Glavfrukt" needs investments in advertising and expansion of the scale of operations.

Case: VT-metall
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Important metrics for calculating unit economics for marketplaces
Price .

It is the main parameter that is used when making a decision to purchase a product. Photos may be of low quality, but the product will be purchased due to its cost. Price affects the search results, sales volume, and turnover.


Profitability .

Shows the degree of efficiency of profit-building activities. A product or service can be considered profitable if you receive income in excess of your investment.


Marginality .

Shows sales efficiency, i.e. the profit that remains after subtracting the sum of expenses for the sale of each individual service or unit of goods. This is the amount that you can manage without taking money from the main turnover.


Redemption percentage .

It speaks about the quality of the service or product, how satisfied the buyer is with it, how much the product corresponds to the described characteristics in reality. This indicator also characterizes the quality and quantity of competition in this niche, gives an understanding of what amount is required to maintain demand for the product.

A high buyback percentage reduces logistics costs, which means increased profits. The higher the buyback percentage, the higher the profitability.


Turnover .

Characterizes the demand for goods in the market.


Number of views .

The number of people who viewed the product card directly affects its ranking and sales. Conversion stages need to be digitized and opportunities to increase it found.


Average daily frequency .

The fastest indicator of the dynamics of demand for a product.


Cost per click, CTR, cart value .

They affect the sales funnel as a whole, as well as the issuance and growth of views in particular. There is other data showing how effective advertising strategies are, but this is a separate issue.