Editable planning model

See the economics after approval.

Model each funnel stage separately, add the variable costs you control and make the assumptions visible before you scale a market.

01 / ASSUMPTIONS

Your working scenario

Currency

Volume and funnel

Accepted leadsRecords entering the calling queueContact rate

Contacted ÷ accepted leadsContact-to-confirm rate

Confirmed ÷ contacted leadsDelivery after confirmation

Delivered ÷ confirmed orders

Revenue and variable costs

Average delivered order valueRevenue per completed deliveryGross margin before listed costs

After product cost; define consistentlyAcquisition cost per accepted leadTraffic cost allocated to this cohortCalling cost per accepted leadUse your agreed billable unitFulfilment and delivery per delivered orderIncluded variable cost per delivery

02 / MODEL OUTPUT

Illustrative result

Updates as you type

Accepted—

Contacted—

Confirmed—

Delivered—

Illustrative variable contribution—Before excluded costs, taxes and fixed overhead

Delivered revenue—

Lead-to-delivery—

Variable cost per delivered order—

Contribution per accepted lead—

Break-even delivery after confirmation—

Total listed variable costs—

Transparent formula

What the model calculates

01
Contacted = accepted leads × contact rate
02
Confirmed = contacted × contact-to-confirm rate
03
Delivered = confirmed × delivery-after-confirmation rate
04
Gross profit before listed costs = delivered × average order value × gross margin
05
Listed variable costs = leads × acquisition cost + leads × calling cost + delivered × fulfilment/delivery cost
06
Variable contribution = gross profit before listed costs − listed variable costs

Model boundary

What you may still need to add

This simplified planning model does not automatically include failed-delivery cost, reverse logistics, refunds, chargebacks, payment collection fees, tax, duties, warehousing, software, FX, fixed staff, bad debt or overhead. If they apply, add them to your internal model before making a decision.

Rates are multiplicative and assume the same cohort flows through each stage. Use mature lead cohorts, keep definitions stable and reconcile the source records. Read our guide to approval rate vs delivery rate.

This tool is general business information. It is not financial, investment, tax or legal advice and does not promise a result.