D2C Unit Economics Model
Contribution margin per order by channel, CAC and payback by cohort, and the price, ad spend and return-rate levers that move them.
What's inside
- Cost per order: product, packing, shipping, gateway, commission, returns and RTO
- Contribution margin 1, 2 and 3 by channel (website, marketplace, quick commerce)
- Cohort table for repeat purchase and LTV
- CAC and payback by month of acquisition
- Price and discount sensitivity
Who it's for
D2C founders and growth teams. If you can fill in a spreadsheet you can use it; the read-me tab explains every input, and the walkthrough video takes about eight minutes.
How it's built
- Inputs in blue, formulas in black, results on the first tab
- Formulas protected so they don't break; input cells unlocked
- Sample data filled in, plus a blank copy
- Tested in Microsoft Excel 2016+ and Google Sheets
Try the free version first
Gross Margin & Markup Calculator, CAC & LTV Calculator, D2C Pricing Calculator (Cost to MRP) covers part of this model online.
Questions
How do I get the file?
Right after payment you get an email with a download link for the .xlsx file and a Google Sheets copy link.
Can I use it for clients?
The licence is for one user. You can use it for your own clients' work, but you cannot resell or share the file.
Do I get updates?
Yes. Updates for rule changes, such as tax or GST revisions, are emailed free for 12 months.
What if it doesn't work for me?
Digital downloads are not refundable, but if the file doesn't work as described we will fix it or help you set it up. See the refund policy.