The path one customer takes from first hearing about you to becoming a regular, with what they think, feel, and do at each step, and where it breaks today.
The path one customer takes from first hearing about you to becoming a regular, with what they think, feel, and do at each step, and where it breaks today.
The journey map is where the product gets designed. Every screen, email, and moment you build later is a point on this map.
Price, cost to make or serve one unit, cost to get one customer, and how many times a customer buys. Four numbers, one page, with a source for each.
Market sizing tells you how big the pool is. Unit economics tells you whether swimming in it pays. Class 13 comes back to these numbers.
Print this page, or copy the structure into your Venture Book. Every line is meant to be filled in.
| Price per unit (what one customer pays, per purchase) | |
| Cost to make or serve one unit | |
| Gross margin per unit (price minus cost) | |
| Cost to acquire one customer (marketing spend divided by new customers) | |
| Purchases per customer over their lifetime (your best guess, with a reason) | |
| Lifetime value (margin per unit times purchases) | |
| Lifetime value divided by acquisition cost (above 3 is healthy, below 1 loses money) | |
| What would have to change for this to work |