By business model

Choose your B2C planning path.

One decision, then the right model.

Consumer businesses make money in very different ways. Tell us how yours works and we'll point you to the specialist model, DTC and retail, a consumer app, or a subscription, each with the acquisition, retention, and payback math that fits.

Build my B2C model See a business plan example

Model

Cohort LTV vs CAC

Scenario

CAC climbs 30%

Output

consumer growth model

Trust

every number links to an assumption

Startup Suite is an AI planning workspace that helps consumer founders choose the right planning path and model acquisition, retention, and payback.

This page is forconsumer founders deciding how to plan, DTC/retail, a consumer app, or a subscription.

Revenue drivers

Acquisition by channel
Repeat purchase & retention
Pricing & LTV

Cost drivers

CAC by channel
Cost of goods & fulfilment
Retention & loyalty spend

Key outputs

Cohort LTV & payback model
Channel-mix plan
Consumer growth model

Relevant features

Forecast Engine
Scenario Workbench
AI mentors

Sound familiar?

You shouldn't need a finance team to answer this

The everyday questions this module makes simple.

CAC keeps creeping up

Acquisition gets more expensive and you can't see when it stops paying back.

Retention is a black box

You know people buy once, you don't know how many come back, or what that's worth.

Channel ROI is a guess

Spend is spread across channels with no clear read on which actually works.

A founder working through one decision, then the right model.

Sample workspace · Interactive

See what changes when your consumer assumptions move

Edit CAC and retention and watch LTV, payback, and channel ROI recompute, then test a CAC increase against a retention improvement.

B2C planning workspaceExample view · illustrative

Scenario

CAC

$28

Blended

LTV

$96

24-month

Payback

4.2 mo

Per cohort

Repeat rate

34%

Modelled

Channel ROI

2.4×

Blended

Model acquisition by channel, repeat purchase, and retention into cohort LTV and payback so you can defend the money you spend to grow.

Assumptions
Model
Scenarios
Mentor Review
Outputs

AI mentorCurrent acquisition and retention, LTV clears CAC with a payback under five months.

Get early access See a business plan example

The connected model

Not a dashboard, a model that connects end to end.

Editable assumptions change the model, scenarios expose the trade-offs, an AI mentor explains the risk, and the result is an output you can defend. Example view · illustrative.

01 · Input

Edit CAC by channel and repeat rate

Editable assumption

02 · Model

LTV, payback, and contribution recompute

KPI impact

03 · Scenario

Compare base, CAC-up, and retention-up

Base / upside / downside

04 · Mentor

Flags the channel that stops paying back

AI risk insight

05 · Output

Consumer growth model

What you can defend

CAC

Per channel

NOT BLENDED

REPEAT

Cohorted

REAL RETENTION

PAYBACK

Visible

BY CHANNEL

Illustrative, capabilities and typical targets, not guaranteed outcomes.

B2C business planning dashboard showing customer growth, retention, marketing channels, and unit economics.

By business model

Why founders reach for this

One decision, then the right model.

True unit margin, inventory, and returns, see the e-commerce model below in 'Founders also explored'.

DTC & retail
Consumer app
Subscription & membership

Get early access

What you can do

Decisions you can make this week

Practical calls this module helps you get right, no finance background needed.

Which channels to scale

Double down on the channels that pay back fastest.

How to price

See how pricing moves LTV and repeat purchase.

How much to spend

Grow spend only while it pays back on real LTV.

What it does

The capabilities that earn the work.

DTC & retail

True unit margin, inventory, and returns, see the e-commerce model below in 'Founders also explored'.

Consumer app

Installs, retention, and LTV/CAC, see the mobile-app model.

Subscription & membership

Recurring revenue and churn, see the SaaS model for subscription math.

Still deciding

Whatever the model, plan CAC, repeat purchase, LTV, and channel payback here first.

How it works

From signal to decision.

1
Connect ads & sales
Pull spend and orders by channel.
2
Set CAC & repeat
Acquisition cost and repeat behaviour per cohort.
3
Model LTV
Retention and pricing roll up into lifetime value.
4
Optimise the mix
Put budget where payback is strongest.

How it compares

More than a spreadsheet, more than a consultant

Feature comparison
Feature	Spreadsheetthe old way	Consultant$10k+ / model
CAC and LTV per channel (not blended)	Manual
Cohort retention drives lifetime value	Hard
Scenario compare (CAC / channel / retention)	Tabs	On request
AI mentor explains the payback risk		Hourly
Consumer growth model output

Spreadsheetthe old way

CAC and LTV per channel (not blended): Manual
Cohort retention drives lifetime value: Hard
Scenario compare (CAC / channel / retention): Tabs
AI mentor explains the payback risk
Consumer growth model output

Consultant$10k+ / model

CAC and LTV per channel (not blended)
Cohort retention drives lifetime value
Scenario compare (CAC / channel / retention): On request
AI mentor explains the payback risk: Hourly
Consumer growth model output

Startup Suiteconnected workspace

CAC and LTV per channel (not blended)
Cohort retention drives lifetime value
Scenario compare (CAC / channel / retention)
AI mentor explains the payback risk
Consumer growth model output

Which model fits you?

Built for your specific model.

E-commerce / DTC

Physical product sold online, model true margin, inventory, and acquisition payback.

Output · Margin & cash model

See the E-commerce / DTC model

Consumer apps

Mobile or web apps, model installs, retention, and LTV/CAC across monetization.

Output · App-economics model

See the Consumer apps model

Subscriptions

Recurring consumer revenue, model churn, repeat, and lifetime value like a SaaS.

Output · Recurring LTV model

See the Subscriptions model

Retail

Physical stores and stockists, model traffic, basket, and per-location economics.

Output · Per-location model

See the Retail model

Creator-led

Audience-driven products and memberships, model conversion from reach to recurring revenue.

Output · Creator revenue model

See the Creator-led model

Local consumer services

Bookings and capacity-based consumer services, model utilization and repeat custom.

Output · Utilization model

See the Local consumer services model

Good to know

Questions founders ask

Do you model CAC and LTV by channel?+

Yes, acquisition cost, repeat purchase, and retention are modelled per channel and cohort, so payback is clear.

Can I see which channels pay back?+

Yes. Channel mix and payback are modelled, so you can shift budget to what works.

What is a B2C financial model?+

It models customer acquisition by channel, repeat purchase, and retention into cohort LTV and payback, so the money you spend to grow is tied to what it returns.

Is this just a spreadsheet template?+

No. Edit CAC or retention and LTV and payback update live, scenarios compare side by side, and an AI mentor flags the channel that stops paying back.

Which B2C model should I use?+

DTC/retail → the e-commerce model; a consumer app → the mobile-app model; a subscription → the SaaS model. This page routes you to the right one.

Keep exploring