# Lead economics worksheet

Estimate contribution after marketing using assumptions, not a revenue promise.

## Your working notes

### Monthly marketing cost

[Complete here]

### Qualified leads

[Complete here]

### Lead-to-customer rate

[Complete here]

### Contribution per new customer

[Complete here]

### Sales capacity

[Complete here]

### Source and confidence of assumptions

[Complete here]

## How to use

1. Use contribution after variable delivery costs, not gross revenue.
2. Use qualified leads with a consistent definition.
3. Compare low, central and high assumptions against available sales capacity.
4. Check actual customer and refund data before increasing spend.

## Illustrative example

Illustration assumptions: $2,000 marketing cost; 100 qualified leads; 20% close rate; $250 contribution/customer. Expected contribution=$5,000; after marketing=$3,000; acquisition cost=$100/customer; break-even=8 customers. This is arithmetic, not a forecast.