Business Planning
Marketing that ignores margin is decoration. We build the model first, then spend against it.
We build a full driver-based model in which traffic, conversion, average order value, repeat rate, COGS, staffing and media spend are linked. Change one input and the P&L moves — so decisions about discounting, delivery commission or a new location can be argued with numbers rather than instinct.
For hospitality and retail clients this usually means unit economics per venue or per SKU: contribution margin after commission, break-even covers, and the marketing cost per incremental customer that the business can genuinely afford.
When funding is the goal, the same model becomes the backbone of the investor pack: a three-scenario forecast, a use-of-funds schedule and a narrative that survives due diligence.
At a glance
- 3 weeks
- 3
- Monthly
- Project or fractional CMO/CFO support
- Commercial partner
- Day 14
Tools & stack
What the work includes
Unit economics
Contribution margin by SKU, venue or service line, including platform commission, delivery fees, payment costs and labour.
Pricing architecture
Price-ladder design, elasticity testing, bundle and menu engineering, promotional depth limits and discount governance.
Driver-based forecast
Three scenarios (conservative, base, aggressive) built on traffic, conversion, AOV, repeat rate and CAC — reforecast monthly against actuals.
Marketing budget model
Allowable CAC, payback window and blended ROAS targets derived from margin — not from category benchmarks.
Investor & board material
Business plan, financial model, cap-table-ready summary and the board reporting pack that follows it every month.
What you receive
- Written business plan
- Driver-based financial model (Excel/Sheets)
- Pricing & margin recommendation
- Allowable CAC and payback targets
- Investor deck and appendix
- Monthly reforecast