R5-01 Unit economics pack

Supports slide 28.

These are the Sprint 12 unit economics (v3, 13 Jul 2026), the pack that scored 20/20. Slide 28 carries the same numbers. Nothing here is new; the point is to show how each one was worked out.

Inputs, as measured in July

Input	Value	Where it came from
Media cost per verified signup	$16.66	MARCOM spend 1 May to 13 Jul ($1,866, QuickBooks) ÷ 112 verified signups
Fully loaded cost per verified signup	about $150	Adds my selling time at $6K a month, the midpoint of published fractional-CMO retainers ($3K to $10K)
ACV	$2,000	75/25 weighting of the entry and Complete tiers: 0.75 × $1,500 + 0.25 × $3,500
Gross margin	90%	Sprint 12 pack
Customer life	3 years (33% annual churn)	Sprint 12 pack. Churn is assumed, not observed.
Verified-to-paid	3%	Modelled. OpenView freemium benchmark is 2% to 5%. Not an actual.

The arithmetic on slide 28

Line	Media only	Fully loaded	How
CAC at 3% conversion	$555	$5,000	$16.66 ÷ 0.03; $150 ÷ 0.03
LTV	$5,400	$5,400	$2,000 × 90% × 3
LTV : CAC	9.7 : 1	1.08 : 1	$5,400 ÷ $555; $5,400 ÷ $5,000
Payback		about 33 months	$5,000 ÷ ($2,000 × 90% ÷ 12 = $150 a month)

Targets (Jul 2027)

CAC under $900. LTV : CAC of 3 : 1 or better. Payback under 6 months. 100 paying organisations, about $176K ARR.

Sensitivities from the same pack

• Free-to-paid at 1.5%: 71 customers at 3.5 : 1.
• 4% attach: 84 customers at 4.7 : 1.
• Both halved: 52 customers at CAC $1,731, 2.7 : 1.

What changed since July

The fully loaded ratio is about 1 : 1, and I say so on the slide. The plan is to move the levers (conversion, founder time, partner-sourced accounts), not to average the two cost lines into a nicer number. Actual paid customers today: 2 through Stripe, 1 invoiced, 19 covered by DoD (see R2-05).

Sources:

• Sprint 12 Unit Economics Data Pack, v3 FINAL, 13 Jul 2026 (project doc), and STIGViewer-Unit-Economics-Sprint12.pptx
• QuickBooks YTD costs as recorded in that pack
• Stripe customer table via the SAMS mirror, 17 Oct 2026 (paid customer count)