Lab · Your own numbers
Unit economics
Enter a few numbers for a hypothetical (or real) business — nothing is saved. The question is not how much profit there is, but which lever moves it most.
In whatever unit you use
Orders
Revenue
Gross profit
Customer acquisition cost (CAC)
Break-even conversion rate
Contribution profit
In this simple model, revenue-side levers (traffic, conversion, basket, margin) have roughly equal impact — and that is the point: the real difference is the cost of changing each one. A 10% larger basket is usually much cheaper than 10% more traffic.
How this is calculated
The model is deliberately simple: each order in the period counts as one new customer, repeat purchases use the same basket and margin, and CAC is total marketing spend divided by new customers. This is a thinking tool, not a financial model.