Seven levers drive every business. Put your own numbers in, nudge each one a little, and watch what they do together.
| Key | Multiplier | Your business | Improve by | Result | Total lift |
|---|---|---|---|---|---|
| Winning customers | |||||
| 1 | Annual number of leads | % | — | — | |
| 2 | Conversion rateLeads that become customers | % | pts | — | — |
| Number of customers | — | — | — | ||
| Growing revenue | |||||
| 3 | Purchases per customerEach year | % | — | — | |
| 4 | Average sale value | $ | % | — | — |
| Annual turnover | — | — | — | ||
| 5 | Profit margin | % | pts | — | — |
| Annual profit | — | — | — | ||
| Referrals | |||||
| 6 | Annual referrals | % | — | — | |
| Referral conversion rate | % | pts | — | — | |
| Customers from referrals | — | — | — | ||
| Turnover from referrals | — | — | — | ||
| Profit from referrals | — | — | — | ||
| The whole business | |||||
| Total annual turnover | — | — | — | ||
| Total annual profit | — | — | — | ||
| Over a customer's lifetime | |||||
| 7 | Years a customer stays | % | — | — | |
| Lifetime valueExcluding referrals | — | — | — | ||
| Total lifetime valueIncluding referrals | — | — | — | ||