Episode 39: Budget, ROI, CAC aur customer lifetime value
ROAS se aage: ROI, CAC, customer lifetime value aur LTV:CAC ratio se pata karna ki marketing sach mein profit de rahi hai ya nahi.
ROAS 3.84x dekh ke Neha khush thi. Phir uske CA ne poochha: “Marketing ke baad haath mein kitna bacha?”
Revenue vanity hai, profit sanity hai. Aaj hum asli hisaab karenge.
Marketing ka poora kharcha
Sirf ad spend nahi. Month 3 mein StyleStreet ka total marketing cost:
| Item | Amount |
|---|---|
| Meta Ads | ₹10,000 |
| Content (shoot, props, editing) | ₹3,000 |
| Influencers / creators | ₹2,000 |
| Total | ₹15,000 |
Tools, freelancer fees, commissions bhi hon toh jodo. Aur Neha ka apna time bhi ek cost hai.
ROI: marketing ne kitna kamaaya
(Marketing se bana profit − marketing cost) ÷ marketing cost × 100
- 60 orders × ₹960 = ₹57,600 revenue
- Profit marketing se pehle ~₹411/order × 60 = ₹24,660
- Marketing cost = ₹15,000
- Net = ₹24,660 − ₹15,000 = ₹9,660
- ROI = 9,660 ÷ 15,000 × 100 = ~64%
ROAS 3.84x sunke lagta hai “4 guna!”, lekin asli return 64% hai. Phir bhi achha, lekin realistic.
CAC: ek naya customer kitne ka?
Total marketing cost ÷ naye customers
Month 3 ke 60 orders mein 50 naye customers, 10 repeat.
CAC = ₹15,000 ÷ 50 = ₹300
CPA (Chapter 35) ek ad ka per-purchase cost tha. CAC poore marketing ka per-new-customer cost hai. Business ke liye CAC zyada sach batata hai.
CLV: customer ki poori keemat
Ek customer poore rishte mein kitna profit deta hai.
Simple formula: profit per order × average orders per customer (ek saal mein)
- Profit/order ~₹411
- Repeat rate badhne ke baad average ~1.8 orders/saal (andaza)
- CLV ≈ ₹411 × 1.8 ≈ ₹740
LTV:CAC ratio aur budget decisions
LTV:CAC = ₹740 ÷ ₹300 ≈ 2.5
- < 1: har customer par nuksaan
- ~1–2: patla margin, dhyaan se
- ~3: aam taur par healthy maana jaata hai
- Bahut zyada: shayad aap growth mein kam invest kar rahe ho
StyleStreet ko 3 tak pahunchne ke do raaste: CAC ghatao (organic, partners, CRO) ya LTV badhao (retention, bundles).
StyleStreet ki real problem
Revenue badha, bank balance nahi
Neha ne ek mahine ads ₹25,000 kar diye (“ROAS 3x hai, aur daalo!”). Revenue badha, lekin:
- Scale par ROAS 3.84x se gir ke 2.4x
- Margin ke hisaab se break-even ~2.3x (Chapter 35)
- Mahine ke end mein profit lagbhag zero
ROAS ke saath ROI aur CAC dekhte toh pata chal jaata.
Practical example: Month 3 ka P&L view (marketing)
| Line | Amount |
|---|---|
| Revenue (60 orders) | ₹57,600 |
| Product + shipping + fees | − ₹32,940 |
| Profit marketing se pehle | ₹24,660 |
| Marketing | − ₹15,000 |
| Net (marketing ke baad) | ₹9,660 |
Rent, salary jaise fixed costs alag hain. Yeh sirf batata hai ki marketing apna kharcha nikaal ke kitna laayi.
Aapka mission: Unit economics sheet banao
StyleStreet ya kisi business ke liye:
- Total marketing cost ki saari lines likho
- ROI calculate karo
- CAC calculate karo (naye customers alag ginke)
- CLV andaza lagao (profit/order × orders/saal)
- LTV:CAC ratio nikaalo aur interpret karo
- CAC ghataane ke 2 aur LTV badhaane ke 2 ideas likho
Quiz
-
Marketing cost ₹15,000, naye customers 50. CAC?
- A. ₹150
- B. ₹300
- C. ₹750
- D. ₹50
Answer dekho
Sahi jawab: B. ₹300
15,000 ÷ 50 = ₹300
-
ROAS aur ROI mein fark?
- A. Same
- B. ROAS revenue par, ROI profit par
- C. ROI sirf SEO
- D. ROAS sirf Google
Answer dekho
Sahi jawab: B. ROAS revenue par, ROI profit par
Isliye high ROAS ke saath bhi ROI kam ho sakta hai.
-
LTV:CAC ratio 0.8 ka matlab?
- A. Bahut achha
- B. Har naye customer par nuksaan
- C. Break-even
- D. Kuch nahi
Answer dekho
Sahi jawab: B. Har naye customer par nuksaan
Customer jitna laata hai, usse zyada laane mein lag raha hai.
-
LTV badhaane ka tareeka?
- A. Ads band
- B. Retention, repeat purchase, bundles
- C. Price kam
- D. Followers kharido
Answer dekho
Sahi jawab: B. Retention, repeat purchase, bundles
Customer jitni baar aur jitna zyada kharide, utna LTV.
Client project mein output
Project file mein ab Unit Economics Sheet:
- Total marketing cost ₹15,000
- ROI ~64% · CAC ₹300 · CLV ~₹740 · LTV:CAC ~2.5
- Month 3 marketing P&L
- CAC ↓ / LTV ↑ action list
Golden rule: Revenue vanity hai, profit sanity hai. ROAS ke peeche mat bhaago; CAC, LTV aur ROI se pata karo ki sach mein kitna kamaaya.