Marginal CACℹhow it's calculated: (new spend - current spend) ÷ (new customers - current customers)example: ($75K - $50K) ÷ (140 - 100) = $625why it matters: this is what each incremental customer actually costs, not the average.
$625
+25% vs Average ($500)
Marginal Paybackℹhow it's calculated: marginal CAC ÷ monthly gross profitexample: $625 ÷ $37.50 = 16.7 monthswhy it matters: time to recover the cost of acquiring each new customer through their monthly payments.
16.7 mo
+25% vs Average (13.3 mo)
Marginal LTV/CACℹhow it's calculated: marginal lifetime value ÷ marginal CAChealthy: 3x+ | excellent: 5x+why it matters: shows total value generated per dollar spent acquiring new customers. lower ratio = less profitable scaling.
4.2x
-21% vs Average (5.3x)
Cash Flow Impactℹhow it's calculated: (new customers × monthly profit - new spend) - current cash flowshows monthly cash position change after scalingwhy it matters: positive = scaling improves cash position. negative = scaling burns more cash initially.
+ $2.5K
vs Current (-$12.5K)
③ What To Do Next
Scale With These Safeguards:
Increase budget gradually (10-15% increments, not 50%+ jumps)
Monitor marginal CAC weekly - set alert if it exceeds $650
Track conversion rates daily to catch early degradation
Be ready to pause if efficiency drops further
④ Compare Scenarios
Save different budget levels to compare (e.g., +50% vs +100% scaling)
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