Consulting Vision
Preview from the “E-Commerce Profit & Break-even Lab” workbook

Preview from the workbook

Original view from the file – with example data, no client data.

XLSX · FREEBudget & profit

E-Commerce Profit & Break-even Lab

Calculate real CAC headroom from AOV, COGS, returns, fulfilment and retention.

Decision

The CAC at which growth stays profitable.

File type
XLSX (Excel, Google Sheets, Numbers)
Language
German workbook · English edition in preparation
Working time
approx. 35 minutes
Modules
3 worksheets
Access
Free · after a short request
Data
Example data included – replace it with your own
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If the tool exposes a leadership or ownership bottleneck: consider a bottleneck call.

  • Free entry points
  • Premium systems with perpetual license
  • Built for real decisions

The workbook computes first-order and 12-month contribution margin, derives break-even CAC and required ROAS, and shows how sensitive both are to returns and repeat rate.

Modules

  • Profit Lab (margin & break-even)
  • Inputs (AOV, COGS, returns, fulfilment)
  • Sensitivity (returns, retention, CAC)

What the workbook produces

  • — First-order and 12-month contribution margin
  • — Break-even CAC and required ROAS
  • — Returns, fulfilment and payment fees correctly modelled
  • — Sensitivity on repeat rate and return rate
  • — Traffic light: profitable, marginal, loss-making

Who it's for

  • — E-commerce founders and shop owners
  • — Performance leads working to ROAS targets
  • — Teams facing a paid-media scaling decision

Use it when

Before a paid-media budget increase or when margin falls while revenue grows.

Limits of this tool

Break-even is not an automatic recommendation to scale. Volume availability is out of scope.

The decision this tool clarifies

You know the CAC at which growth earns money instead of burning it.

The tool is enough when …

  • — CAC, close rate and contribution margin are reliably known.
  • — Someone internally can defend the budget.
  • — It covers one business model, not five in parallel.

Marketing leadership makes sense when …

  • — The plan doesn't survive the first question from the board or bank.
  • — Budget shifts every quarter without anyone deciding.
  • — You're told to invest but don't know which lever pays off first.
TEST YOUR SCALING CALL IN THE FIT CHECK →

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Every tool is a working template with example data – no client data, no confidential figures.