SOP Library

Reading routes · 5 steps

Winning a customer costs more than you can afford.

Read in this order. A § sign is a numbered section on the page; each step opens at that section.

  1. SOP 56 · §3 The calculation Define and compute what a customer costs to acquire what a customer costs
  2. SOP 55 · §6 The ratio, and the benchmark on it Compute lifetime gross profit and the ratio that gates spending lifetime gross profit against that cost
  3. SOP 57 · §2 Compute it on margin, never on revenue Compute the payback period and shorten it payback, computed on margin
  4. SOP 59 · §2 The four prongs Assemble a money model from four prongs the four kinds of offer
  5. SOP 66 · §1 What an upsell is Run the classic upsell and choose the moment what an upsell is