Acquisition goes wrong when every customer is treated as equal and budget follows habit instead of value. This planner treats acquisition like an investment portfolio: you define your entry personas, map what each is worth across your geographies, work out the allowable nCAC for every persona-geography cell, and weight your budget toward the cells with the longest runway. It ties what you can afford to pay for a customer back to what that customer is actually worth, so the plan is grounded in your unit economics rather than a channel dashboard. The sheets are deliberately unlinked - you fill each one in yourself rather than trusting a chain of formulas you cannot see.
What's inside
- Entry personas grouped by first purchase
- A CLTV matrix by persona and geography, at 12 and 24 months
- Allowable nCAC per cell, from contribution CLTV and your target ratio
- A budget sheet to set spend against each cell's allowable nCAC by hand
- A retention view per persona, because CLTV only materialises if retention works
Who it's for
Founders and growth leads allocating real budget across several markets - the workbook's own framing is a $10M+ allocation framework, so it will feel oversized before that.