code-ai-installer 4.0.0 → 4.0.1-a

package/domains/analytics/locales/en/.agents/skills/unit-economics/SKILL.md

@@ -1,413 +1,430 @@
----
-name: unit-economics
-description: Unit economy analysis — CAC, LTV, margin, payback period, sensitivity
----
-# Unit Economics — Unit Level Economics Analysis
-
-## When to use
-- When evaluating the viability of a business model — does the unit economics converge.
-- When planning for growth — under what conditions scaling is profitable.
-- When raising investments — investors demand unit economics.
-- When optimizing marketing — assessing the efficiency of acquisition channels.
-
-## Input
-
-| Field | Required | Description |
-|------|:-----------:|----------|
-| Business model | ✅ | SaaS / E-commerce / Marketplace / Service |
-| Pricing model | ✅ | Subscription / transaction / license / freemium |
-| Average ticket (ACV/ARPU)| ✅ | Average revenue per customer per period |
-| Marketing expenses | ⬚ | Budget by channels (if known) |
-| Number of customers | ⬚ | Current base or forecast |
-| Churn rate | ⬚ | Customer attrition percentage (if known) |
-| Gross margin | ⬚ | Gross margin of the product |
-| Acquisition channels | ⬚ | Which channels are used |
-| Historical data | ⬚ | Metrics for past periods |
-
-> If mandatory fields are not provided — **ask the user** before starting the analysis. Do not invent.
-
-> If real data is absent — the skill operates with **modeled data** based on industry benchmarks, clearly marked. The methodology remains applicable once real data becomes available.
-
-## Data Sources
-1. **Web Search** — industry benchmarks (SaaS Capital, OpenView, ProfitWell, Baremetrics).
-2. **Financial data** — public reporting of similar companies.
-3. **Industry reports** — average CAC, LTV, churn by verticals.
-4. **Data from user** — real metrics from CRM, analytics, accounting.
-5. **Marketing platforms** — acquisition cost by channels.
-
-> For benchmarks — denote source, year, and applicability to the given business. Data older than 12 months — mark with ⚠️.
-
-### Connection with other skills
-| Skill | What we take | When to call |
-|------|-----------|----------------|
-| `cohort-analysis` | Cohort LTV, retention curves for precise LTV calculation (step 3) | If cohort data exists — preferred method for LTV |
-| `rfm-analysis` | LTV per segment (Champions vs At Risk) for differentiated economics (step 3) | If unit economics by segments is needed |
-| `competitive-analysis` | CAC/LTV benchmarks of competitors (step 8) | For comparison with competitors |
-| `icp-buyer-persona` | CAC and LTV per persona — different personas = different economics | If unit economics per persona is needed |
-| `tam-sam-som` | SOM × ARPU = revenue potential (step 8) | To tie unit economics to market size |
-| `web-research` | Industry benchmarks for CAC, LTV, churn | If real data is missing |
-| `customer-journey-mapping` | Attrition points → where to optimize churn (step 8) | For recommendations on improving LTV |
-
-## Protocol
-
-### Step 0 — Collect Context
-1. Check the availability of mandatory data.
-2. Determine the business model type and the "unit" of analysis:
-
-   | Business Model | Unit | ARPU = | Churn = | Typical Cycle |
-   |---------------|---------|--------|---------|----------------|
-   | SaaS (sub) | Account / seat | MRR per account | % accounts cancelling sub | Month |
-   | E-commerce | Customer | Avg ticket × frequency | % not returning in 12 mo | Order |
-   | Marketplace | Transaction | Take rate × GMV | % buyers/sellers churning| Transaction |
-   | Service | Customer | Avg ticket × visits | % not returning | Visit |
-
-3. Select currency and period.
-
-### Step 1 — Revenue Model (revenue flow)
-
-Visualize the unit economics flow:
-
-```
-Revenue ($ARPU/mo)
-  └─ COGS (-$XX) ──────────────────── = Gross Margin ($XX, XX%)
-       └─ Variable Costs (-$XX) ───── = Contribution Margin ($XX, XX%)
-            └─ Allocated Fixed (-$XX)  = Net Margin ($XX, XX%)
-```
-
-| Component | Value | % of Revenue | Description |
-|-----------|:--------:|:------------:|----------|
-| Revenue (ARPU) | $XX/mo | 100% | [Income source] |
-| COGS | -$XX | XX% | [Hosting, support, infrastructure] |
-| **Gross Margin** | **$XX** | **XX%** | Revenue - COGS |
-| Variable Costs | -$XX | XX% | [Onboarding, transactional] |
-| **Contribution Margin** | **$XX** | **XX%** | Gross Margin - Variable |
-| Allocated Fixed| -$XX | XX% | [R&D, G&A, allocated per unit] |
-| **Net Margin** | **$XX** | **XX%** | Contribution - Fixed |
-
-### Step 2 — CAC (Customer Acquisition Cost)
-
-**Blended CAC:**
-`CAC = (Marketing + Sales + Tools) / Number of new customers`
-
-**CAC by channels:**
-
-| Channel | Budget | Customers | CAC | % of total | Channel LTV/CAC | Verdict |
-|-------|:------:|:-------:|:---:|:----------:|:--------------:|:-------:|
-| Paid (Google/FB) | $XX | N | $XX | XX% | X.Xx | Scale / Optimize / Disable |
-| Content/SEO | $XX | N | $XX | XX% | X.Xx | ... |
-| Sales (outbound) | $XX | N | $XX | XX% | X.Xx | ... |
-| Referral | $XX | N | $XX | XX% | X.Xx | ... |
-| Organic | $0 | N | $0 | XX% | ∞ | Maximize |
-| **Blended** | **$XX** | **N** | **$XX** | **100%** | **X.Xx** | |
-
-CAC dynamics: growing ↑ / stable → / decreasing ↓ (quarter-over-quarter).
-
-### Step 3 — LTV (Lifetime Value)
-
-Calculate via **at least two methods** for cross-validation:
-
-| Method | Formula | Result | When to use | Assumptions |
-|-------|---------|:---------:|---------------------|-----------|
-| **Simple** | `ARPU × Gross Margin × (1 / Churn)` | $XX | No cohort data | Churn is constant |
-| **Cohort** | Σ(actual cohort revenue) / cohort size | $XX | Has `$cohort-analysis` data| Mature cohorts (≥12 mo) |
-| **DCF** | Σ(ARPU × GM × retention_rate_month_i / (1+r)^i) | $XX | For investors, precise config | Discount rate |
-
-**Cross-check:** if variance > 30% — specify reason, justify choice of final value.
-
-> If `$rfm-analysis` exists — calculate LTV per segment:
-
-| Segment | ARPU | Churn | LTV | % of base | % of revenue |
-|---------|:----:|:-----:|:---:|:------:|:---------:|
-| Champions | $XX | X% | $XX | X% | X% |
-| Loyal | $XX | X% | $XX | X% | X% |
-| At Risk | $XX | X% | $XX | X% | X% |
-| **Blended** | **$XX** | **X%** | **$XX** | **100%** | **100%** |
-
-### Step 4 — LTV/CAC Ratio
-
-| LTV/CAC | Interpretation | Action |
-|:-------:|---------------|----------|
-| < 1.0 | 🔴 Loss on every customer | Urgent: lower CAC or increase LTV |
-| 1.0-3.0 | 🟡 On the verge of payback | Optimization: churn, pricing, channels|
-| 3.0-5.0 | 🟢 Healthy economics | Scale, invest in growth |
-| > 5.0 | 🔵 Potentially underinvesting | Increase marketing spend, test new channels |
-
-Compare with industry benchmarks and company stage.
-
-### Step 5 — Payback Period
-
-`Payback = CAC / (ARPU × Gross Margin) = X months`
-
-| Business Model | Healthy Payback | Problematic |
-|---------------|:----------------:|:----------:|
-| SaaS (SMB) | < 12 mo | > 18 mo |
-| SaaS (Enterprise) | < 18 mo | > 24 mo |
-| E-commerce | < 3 mo | > 6 mo |
-| Marketplace | < 6 mo | > 12 mo |
-
-Impact on cash flow: `Cash needed = CAC × New Customers/mo × Payback (mo)`.
-
-### Step 6 — Break-Even Analysis
-
-Determine the break-even point:
-
-**At the unit level:**
-`Break-even units = Fixed Costs / Contribution Margin per unit`
-
-**At the business level:**
-
-| Metric | Formula | Value |
-|---------|---------|:--------:|
-| Fixed Costs (mo) | [R&D + G&A + Infra] | $XX |
-| Contribution Margin per unit (mo)| [ARPU × GM - Variable] | $XX |
-| **Break-even clients** | Fixed / CM per unit | **N clients** |
-| Current base | | N clients |
-| Gap to break-even | | ±N clients |
-| At current growth — break-even in | | X mo |
-
-### Step 7 — Sensitivity Analysis
-
-| Parameter | Base | Optimistic (+) | Pessimistic (-) |
-|----------|:-------:|:-------------:|:--------------:|
-| ARPU | $XX | $XX (+20%) | $XX (-20%) |
-| Churn | X% | X% (-30%) | X% (+30%) |
-| CAC | $XX | $XX (-25%) | $XX (+25%) |
-| Gross Margin | XX% | XX% (+10pp) | XX% (-10pp) |
-
-| Scenario | ARPU | Churn | CAC | LTV | LTV/CAC | Payback | Break-even |
-|----------|:----:|:-----:|:---:|:---:|:-------:|:-------:|:----------:|
-| Optimistic | $XX | X% | $XX | $XX | X.Xx | X mo | X mo |
-| **Base** | **$XX** | **X%** | **$XX** | **$XX** | **X.Xx** | **X mo** | **X mo** |
-| Pessimistic| $XX | X% | $XX | $XX | X.Xx | X mo | X mo |
-
-**Kill-condition:** Under what scenario is LTV/CAC < 1.0 → the model is unviable.
-
-### Step 8 — Benchmark and Recommendations
-
-Compare all metrics with industry benchmarks:
-
-| Metric | Ours | Benchmark (industry) | Δ | Rating |
-|---------|:----:|:-------------------:|:-:|:------:|
-| LTV/CAC | X.Xx | 3-5x | ±X.Xx | 🟢/🟡/🔴 |
-| Payback | X mo | 12-18 mo | ±X mo | 🟢/🟡/🔴 |
-| Gross Margin| XX% | 70-80% (SaaS) | ±Xpp | 🟢/🟡/🔴 |
-| Churn (mo) | X% | 2-5% (SaaS SMB) | ±Xpp | 🟢/🟡/🔴 |
-
-Recommendations — tied to bottlenecks:
-
-| # | Bottleneck | Action | Target Metric | Expected Effect | Priority |
-|---|-------------|----------|-----------------|:----------------:|:---------:|
-| 1 | [CAC is too high] | [How to lower: channels, conversion] | CAC | -$XX (-X%) | P1 |
-| 2 | [Churn above benchmark]| [How to lower: onboarding, retention]| Churn | -Xpp | P1 |
-| 3 | [Margin below norm] | [How to improve: COGS, pricing] | GM | +Xpp | P2 |
-
-## Example — B2B SaaS: HR platform, per seat subscription
-
-**Context:** HR recruiting automation platform, B2B SaaS, subscription $500/mo per company (avg 10 seats × $50). 200 clients, RF.
-
-### Revenue Model
-
-| Component | Value | % | Description |
-|-----------|:--------:|:-:|----------|
-| Revenue (ARPU) | $500/mo | 100% | 10 seats × $50 |
-| COGS | -$75 | 15% | Hosting, HH.ru API, L1 support |
-| **Gross Margin** | **$425** | **85%** | |
-| Variable Costs | -$50 | 10% | New client onboarding (amort.) |
-| **Contribution Margin** | **$375** | **75%** | |
-
-### CAC by channels
-
-| Channel | Budget/mo | Clients/mo | CAC | LTV/CAC | Verdict |
-|-------|:----------:|:-----------:|:---:|:-------:|---------|
-| Google Ads | $8K | 5 | $1,600 | 3.5x | 🟢 Scale |
-| LinkedIn Ads | $5K | 2 | $2,500 | 2.2x | 🟡 Optimize |
-| Outbound Sales | $12K | 4 | $3,000 | 1.9x | 🟡 Optimize |
-| Content/SEO | $3K | 3 | $1,000 | 5.6x | 🟢 Scale |
-| Referral | $1K | 2 | $500 | 11.2x | 🟢 Maximize |
-| Organic | $0 | 4 | $0 | ∞ | 🟢 |
-| **Blended** | **$29K** | **20** | **$1,450** | **3.9x** | 🟢 |
-
-### LTV
-
-| Method | Calculation | LTV |
-|-------|--------|:---:|
-| Simple | $500 × 85% × (1/3.5%) = $500 × 0.85 × 28.6 mo | **$12,143** |
-| Cohort | Avg cohort (12+ mo): $11,800 over lifetime | **$11,800** |
-| **Final estimate** | Average (variance 3%) | **$5,600** (3-year capped) |
-
-> Capped at 3 years (36 mo) for a conservative estimate: $500 × 0.85 × Σ(retention_i) = **$5,600**.
-
-### Key Metrics
-
-| Metric | Ours | Benchmark (SaaS SMB) | Rating |
-|---------|:----:|:--------------------:|:------:|
-| LTV/CAC | 3.9x | 3-5x | 🟢 |
-| Payback | 3.4 mo | < 12 mo | 🟢 |
-| Gross Margin | 85% | 70-80% | 🟢 |
-| Monthly Churn | 3.5% | 2-5% | 🟡 |
-| Break-even | 160 clients ($60K fixed) | — | ✅ (200 > 160) |
-
-### Sensitivity (SOM year 3)
-
-| Scenario | ARPU | Churn | CAC | LTV (3yr) | LTV/CAC | Payback |
-|----------|:----:|:-----:|:---:|:---------:|:-------:|:-------:|
-| Optimistic | $600 | 2.5% | $1,100 | $7,200 | 6.5x | 2.2 mo |
-| **Base** | **$500** | **3.5%** | **$1,450** | **$5,600** | **3.9x** | **3.4 mo** |
-| Pessimistic | $400 | 5% | $1,800 | $3,400 | 1.9x | 5.3 mo |
-
-**Kill-condition:** Churn > 7% → LTV/CAC < 1.0 → model is unviable.
-
-### Recommendations
-
-| # | Bottleneck | Action | Effect | Priority |
-|---|-------------|----------|:------:|:---------:|
-| 1 | Churn 3.5% (upper bound) | Guided onboarding + health score alerts | Churn → 2.5%, LTV +29% | P1 |
-| 2 | LinkedIn CAC $2,500 (high) | A/B test creatives, narrow targeting | CAC → $1,800 | P2 |
-| 3 | Referral only 10% of clients| Launch referral program "month for free" | +5 clients/mo, CAC $500| P2 |
-
-## Validation (Quality Gate)
-
-- [ ] Revenue model is visualized: Revenue → COGS → Gross Margin → Variable → Contribution Margin
-- [ ] CAC runs calculated (blended + by channels with LTV/CAC per channel)
-- [ ] LTV calculated with min 2 methods, noting assumptions
-- [ ] Variance between LTV methods noted (< 30% or choice justified)
-- [ ] LTV/CAC ratio calculated and interpreted by scale
-- [ ] Payback period defined in months, compared with benchmark
-- [ ] Break-even calculated: number of clients and timeline to reach
-- [ ] Sensitivity analysis: 3 scenarios + kill-condition (at what LTV/CAC < 1.0)
-- [ ] Metrics compared against industry benchmarks (with sources)
-- [ ] Recommendations tied to bottlenecks with expected effect
-- [ ] If data is modeled — explicitly marked with benchmark sources
-- [ ] Data sources cited; data older than 12 mo marked ⚠️
-
-> If validation fails — iterate until it passes, do not hand off further.
-
-## Handoff
-The output of `$unit-economics` acts as input for:
-- **Strategist / Mediator** — unit economics as foundation for growth strategy.
-- **`tam-sam-som`** — revenue potential = SOM × ARPU.
-- **`cohort-analysis`** — cohort LTV to polish the model.
-- **`rfm-analysis`** — LTV by segments for differentiated marketing.
-- **`ansoff-matrix`** — unit economics of new markets / products.
-- **`customer-journey-mapping`** — churn points → churn & CAC optimization.
-
-Output format: metrics dashboard + revenue model + CAC per channel + LTV (2 methods) + sensitivity + recommendations. When handing off — use `$handoff`.
-
-## Anti-patterns
-
-| Mistake | Why it hurts | How to do it right |
-|--------|-------------|---------------|
-| LTV without churn | Massive overestimation | Always factor in churn; or use capped LTV (e.g. 3 yrs) |
-| CAC without sales | Marketing is not the entire CAC | Include sales salaries, tools, overhead |
-| Single LTV method | Different methods → different results | Minimal 2 methods, cross-check, justify choice |
-| No payback period | Cash flow burden is unseen | Payback in mo + cash needed = CAC × new × payback |
-| No benchmarks | Unclear if numbers are good | Contrast with industry (SaaS Capital, OpenView) |
-| Static model | Metrics shift every quarter | Recalculate quarterly |
-| No sensitivity | False confidence in one scenario | 3 scenarios + kill-condition (LTV/CAC < 1.0) |
-| Blended CAC only | Unclear which channel is bleeding money | CAC per channel + LTV/CAC per channel → verdict |
-| No break-even | Unclear when business turns a profit | Break-even clients + timeframe to achieve |
-
-## Output Template
-
-```
-### Unit Economics — [Product / Service]
-
-**Business Model:** [model]
-**Pricing Model:** [model]
-**Analysis Unit:** [client / account / order]
-**Currency:** [currency]
-**Period:** [period]
-**Data Type:** Real / Modeled (benchmark: [source])
-**Assessment Date:** [date]
-
----
-
-#### Revenue Model (Unit Economics Flow)
-
-| Component | Value/mo | % of Revenue | Description |
-|-----------|:------------:|:------------:|----------|
-| Revenue (ARPU) | $XX | 100% | [Source] |
-| COGS | -$XX | XX% | [What is included] |
-| **Gross Margin** | **$XX** | **XX%** | |
-| Variable Costs | -$XX | XX% | [What is included] |
-| **Contribution Margin** | **$XX** | **XX%** | |
-
----
-
-#### Key Metrics (Dashboard)
-
-| Metric | Value | Benchmark | Rating |
-|---------|:--------:|:--------:|:------:|
-| ARPU (mo) | $XX | $XX-$XX | 🟢/🟡/🔴 |
-| CAC (blended) | $XX | $XX-$XX | 🟢/🟡/🔴 |
-| LTV (capped 3yr)| $XX | $XX-$XX | 🟢/🟡/🔴 |
-| LTV/CAC | X.Xx | 3-5x | 🟢/🟡/🔴 |
-| Payback | X mo | X-X mo | 🟢/🟡/🔴 |
-| Gross Margin | XX% | XX-XX% | 🟢/🟡/🔴 |
-| Churn (mo) | X% | X-X% | 🟢/🟡/🔴 |
-| Break-even | N clients| — | ✅/⚠️ |
-
----
-
-#### CAC by Channels
-
-| Channel | Budget | Clients | CAC | % total | LTV/CAC | Verdict |
-|-------|:------:|:-------:|:---:|:-------:|:-------:|:-------:|
-| [Channel] | $XX | N | $XX | XX% | X.Xx | 🟢/🟡/🔴 |
-| **Blended** | **$XX** | **N** | **$XX** | **100%** | **X.Xx** | |
-
----
-
-#### LTV — Methodology
-
-| Method | Formula | Result | Assumptions |
-|-------|---------|:---------:|-----------|
-| Simple | ARPU × GM × (1/Churn) | $XX | [assumptions] |
-| Cohort | Actual cohort revenue | $XX | [assumptions] |
-| **Final estimate**| [method / average] | **$XX** | Variance: X% |
-
----
-
-#### Break-Even
-
-| Metric | Value |
-|---------|:--------:|
-| Fixed Costs (mo) | $XX |
-| Contribution Margin per unit | $XX |
-| Break-even clients | N |
-| Current base | N |
-| Gap | ±N |
-| Timeline to reach | X mo |
-
----
-
-#### Sensitivity Analysis
-
-| Scenario | ARPU | Churn | CAC | LTV | LTV/CAC | Payback |
-|----------|:----:|:-----:|:---:|:---:|:-------:|:-------:|
-| Optimistic | $XX | X% | $XX | $XX | X.Xx | X mo |
-| **Base** | **$XX** | **X%** | **$XX** | **$XX** | **X.Xx** | **X mo** |
-| Pessimistic | $XX | X% | $XX | $XX | X.Xx | X mo |
-
-**Kill-condition:** [Under what parameter LTV/CAC < 1.0]
-
----
-
-#### Recommendations
-
-| # | Bottleneck | Action | Target Metric | Expected Effect | Priority |
-|---|-------------|----------|-----------------|:----------------:|:---------:|
-| 1 | [Problem] | [Action] | [Metric] | [±X%] | P1 |
-
-**Recalculation:** quarterly
-
----
-
-#### Sources and Assumptions
-
-| # | Fact / Assumption | Source | Date | Confidence |
-|---|-------------------|----------|------|:-------------:|
-| 1 | [Fact] | [Source] | [Date] | ✅ / ⚠️ / 🔮 |
-
-Legend: ✅ Verified (real data / 2+ sources) | ⚠️ Estimated (benchmark) | 🔮 Assumed (modeling)
-```
+---
+name: unit-economics
+description: Unit economy analysis — CAC, LTV, margin, payback period, sensitivity
+type: triggered
+domain: analytics
+owners:
+  - data_analyst
+gates:
+  - DATA_ANALYST
+tech: []
+topic: []
+triggers:
+  - "unit-economics"
+  - "юнит-экономика"
+  - "CAC"
+  - "LTV"
+  - "payback period"
+related: []
+budget_lines: 430
+schema_version: 1
+---
+# Unit Economics — Unit Level Economics Analysis
+
+## When to use
+- When evaluating the viability of a business model — does the unit economics converge.
+- When planning for growth — under what conditions scaling is profitable.
+- When raising investments — investors demand unit economics.
+- When optimizing marketing — assessing the efficiency of acquisition channels.
+
+## Input
+
+| Field | Required | Description |
+|------|:-----------:|----------|
+| Business model | ✅ | SaaS / E-commerce / Marketplace / Service |
+| Pricing model | ✅ | Subscription / transaction / license / freemium |
+| Average ticket (ACV/ARPU)| ✅ | Average revenue per customer per period |
+| Marketing expenses | ⬚ | Budget by channels (if known) |
+| Number of customers | ⬚ | Current base or forecast |
+| Churn rate | ⬚ | Customer attrition percentage (if known) |
+| Gross margin | ⬚ | Gross margin of the product |
+| Acquisition channels | ⬚ | Which channels are used |
+| Historical data | ⬚ | Metrics for past periods |
+
+> If mandatory fields are not provided — **ask the user** before starting the analysis. Do not invent.
+
+> If real data is absent — the skill operates with **modeled data** based on industry benchmarks, clearly marked. The methodology remains applicable once real data becomes available.
+
+## Data Sources
+1. **Web Search** — industry benchmarks (SaaS Capital, OpenView, ProfitWell, Baremetrics).
+2. **Financial data** — public reporting of similar companies.
+3. **Industry reports** — average CAC, LTV, churn by verticals.
+4. **Data from user** — real metrics from CRM, analytics, accounting.
+5. **Marketing platforms** — acquisition cost by channels.
+
+> For benchmarks — denote source, year, and applicability to the given business. Data older than 12 months — mark with ⚠️.
+
+### Connection with other skills
+| Skill | What we take | When to call |
+|------|-----------|----------------|
+| `cohort-analysis` | Cohort LTV, retention curves for precise LTV calculation (step 3) | If cohort data exists — preferred method for LTV |
+| `rfm-analysis` | LTV per segment (Champions vs At Risk) for differentiated economics (step 3) | If unit economics by segments is needed |
+| `competitive-analysis` | CAC/LTV benchmarks of competitors (step 8) | For comparison with competitors |
+| `icp-buyer-persona` | CAC and LTV per persona — different personas = different economics | If unit economics per persona is needed |
+| `tam-sam-som` | SOM × ARPU = revenue potential (step 8) | To tie unit economics to market size |
+| `web-research` | Industry benchmarks for CAC, LTV, churn | If real data is missing |
+| `customer-journey-mapping` | Attrition points → where to optimize churn (step 8) | For recommendations on improving LTV |
+
+## Protocol
+
+### Step 0 — Collect Context
+1. Check the availability of mandatory data.
+2. Determine the business model type and the "unit" of analysis:
+
+   | Business Model | Unit | ARPU = | Churn = | Typical Cycle |
+   |---------------|---------|--------|---------|----------------|
+   | SaaS (sub) | Account / seat | MRR per account | % accounts cancelling sub | Month |
+   | E-commerce | Customer | Avg ticket × frequency | % not returning in 12 mo | Order |
+   | Marketplace | Transaction | Take rate × GMV | % buyers/sellers churning| Transaction |
+   | Service | Customer | Avg ticket × visits | % not returning | Visit |
+
+3. Select currency and period.
+
+### Step 1 — Revenue Model (revenue flow)
+
+Visualize the unit economics flow:
+
+```
+Revenue ($ARPU/mo)
+  └─ COGS (-$XX) ──────────────────── = Gross Margin ($XX, XX%)
+       └─ Variable Costs (-$XX) ───── = Contribution Margin ($XX, XX%)
+            └─ Allocated Fixed (-$XX)  = Net Margin ($XX, XX%)
+```
+
+| Component | Value | % of Revenue | Description |
+|-----------|:--------:|:------------:|----------|
+| Revenue (ARPU) | $XX/mo | 100% | [Income source] |
+| COGS | -$XX | XX% | [Hosting, support, infrastructure] |
+| **Gross Margin** | **$XX** | **XX%** | Revenue - COGS |
+| Variable Costs | -$XX | XX% | [Onboarding, transactional] |
+| **Contribution Margin** | **$XX** | **XX%** | Gross Margin - Variable |
+| Allocated Fixed| -$XX | XX% | [R&D, G&A, allocated per unit] |
+| **Net Margin** | **$XX** | **XX%** | Contribution - Fixed |
+
+### Step 2 — CAC (Customer Acquisition Cost)
+
+**Blended CAC:**
+`CAC = (Marketing + Sales + Tools) / Number of new customers`
+
+**CAC by channels:**
+
+| Channel | Budget | Customers | CAC | % of total | Channel LTV/CAC | Verdict |
+|-------|:------:|:-------:|:---:|:----------:|:--------------:|:-------:|
+| Paid (Google/FB) | $XX | N | $XX | XX% | X.Xx | Scale / Optimize / Disable |
+| Content/SEO | $XX | N | $XX | XX% | X.Xx | ... |
+| Sales (outbound) | $XX | N | $XX | XX% | X.Xx | ... |
+| Referral | $XX | N | $XX | XX% | X.Xx | ... |
+| Organic | $0 | N | $0 | XX% | ∞ | Maximize |
+| **Blended** | **$XX** | **N** | **$XX** | **100%** | **X.Xx** | |
+
+CAC dynamics: growing ↑ / stable → / decreasing ↓ (quarter-over-quarter).
+
+### Step 3 — LTV (Lifetime Value)
+
+Calculate via **at least two methods** for cross-validation:
+
+| Method | Formula | Result | When to use | Assumptions |
+|-------|---------|:---------:|---------------------|-----------|
+| **Simple** | `ARPU × Gross Margin × (1 / Churn)` | $XX | No cohort data | Churn is constant |
+| **Cohort** | Σ(actual cohort revenue) / cohort size | $XX | Has `$cohort-analysis` data| Mature cohorts (≥12 mo) |
+| **DCF** | Σ(ARPU × GM × retention_rate_month_i / (1+r)^i) | $XX | For investors, precise config | Discount rate |
+
+**Cross-check:** if variance > 30% — specify reason, justify choice of final value.
+
+> If `$rfm-analysis` exists — calculate LTV per segment:
+
+| Segment | ARPU | Churn | LTV | % of base | % of revenue |
+|---------|:----:|:-----:|:---:|:------:|:---------:|
+| Champions | $XX | X% | $XX | X% | X% |
+| Loyal | $XX | X% | $XX | X% | X% |
+| At Risk | $XX | X% | $XX | X% | X% |
+| **Blended** | **$XX** | **X%** | **$XX** | **100%** | **100%** |
+
+### Step 4 — LTV/CAC Ratio
+
+| LTV/CAC | Interpretation | Action |
+|:-------:|---------------|----------|
+| < 1.0 | 🔴 Loss on every customer | Urgent: lower CAC or increase LTV |
+| 1.0-3.0 | 🟡 On the verge of payback | Optimization: churn, pricing, channels|
+| 3.0-5.0 | 🟢 Healthy economics | Scale, invest in growth |
+| > 5.0 | 🔵 Potentially underinvesting | Increase marketing spend, test new channels |
+
+Compare with industry benchmarks and company stage.
+
+### Step 5 — Payback Period
+
+`Payback = CAC / (ARPU × Gross Margin) = X months`
+
+| Business Model | Healthy Payback | Problematic |
+|---------------|:----------------:|:----------:|
+| SaaS (SMB) | < 12 mo | > 18 mo |
+| SaaS (Enterprise) | < 18 mo | > 24 mo |
+| E-commerce | < 3 mo | > 6 mo |
+| Marketplace | < 6 mo | > 12 mo |
+
+Impact on cash flow: `Cash needed = CAC × New Customers/mo × Payback (mo)`.
+
+### Step 6 — Break-Even Analysis
+
+Determine the break-even point:
+
+**At the unit level:**
+`Break-even units = Fixed Costs / Contribution Margin per unit`
+
+**At the business level:**
+
+| Metric | Formula | Value |
+|---------|---------|:--------:|
+| Fixed Costs (mo) | [R&D + G&A + Infra] | $XX |
+| Contribution Margin per unit (mo)| [ARPU × GM - Variable] | $XX |
+| **Break-even clients** | Fixed / CM per unit | **N clients** |
+| Current base | | N clients |
+| Gap to break-even | | ±N clients |
+| At current growth — break-even in | | X mo |
+
+### Step 7 — Sensitivity Analysis
+
+| Parameter | Base | Optimistic (+) | Pessimistic (-) |
+|----------|:-------:|:-------------:|:--------------:|
+| ARPU | $XX | $XX (+20%) | $XX (-20%) |
+| Churn | X% | X% (-30%) | X% (+30%) |
+| CAC | $XX | $XX (-25%) | $XX (+25%) |
+| Gross Margin | XX% | XX% (+10pp) | XX% (-10pp) |
+
+| Scenario | ARPU | Churn | CAC | LTV | LTV/CAC | Payback | Break-even |
+|----------|:----:|:-----:|:---:|:---:|:-------:|:-------:|:----------:|
+| Optimistic | $XX | X% | $XX | $XX | X.Xx | X mo | X mo |
+| **Base** | **$XX** | **X%** | **$XX** | **$XX** | **X.Xx** | **X mo** | **X mo** |
+| Pessimistic| $XX | X% | $XX | $XX | X.Xx | X mo | X mo |
+
+**Kill-condition:** Under what scenario is LTV/CAC < 1.0 → the model is unviable.
+
+### Step 8 — Benchmark and Recommendations
+
+Compare all metrics with industry benchmarks:
+
+| Metric | Ours | Benchmark (industry) | Δ | Rating |
+|---------|:----:|:-------------------:|:-:|:------:|
+| LTV/CAC | X.Xx | 3-5x | ±X.Xx | 🟢/🟡/🔴 |
+| Payback | X mo | 12-18 mo | ±X mo | 🟢/🟡/🔴 |
+| Gross Margin| XX% | 70-80% (SaaS) | ±Xpp | 🟢/🟡/🔴 |
+| Churn (mo) | X% | 2-5% (SaaS SMB) | ±Xpp | 🟢/🟡/🔴 |
+
+Recommendations — tied to bottlenecks:
+
+| # | Bottleneck | Action | Target Metric | Expected Effect | Priority |
+|---|-------------|----------|-----------------|:----------------:|:---------:|
+| 1 | [CAC is too high] | [How to lower: channels, conversion] | CAC | -$XX (-X%) | P1 |
+| 2 | [Churn above benchmark]| [How to lower: onboarding, retention]| Churn | -Xpp | P1 |
+| 3 | [Margin below norm] | [How to improve: COGS, pricing] | GM | +Xpp | P2 |
+
+## Example — B2B SaaS: HR platform, per seat subscription
+
+**Context:** HR recruiting automation platform, B2B SaaS, subscription $500/mo per company (avg 10 seats × $50). 200 clients, RF.
+
+### Revenue Model
+
+| Component | Value | % | Description |
+|-----------|:--------:|:-:|----------|
+| Revenue (ARPU) | $500/mo | 100% | 10 seats × $50 |
+| COGS | -$75 | 15% | Hosting, HH.ru API, L1 support |
+| **Gross Margin** | **$425** | **85%** | |
+| Variable Costs | -$50 | 10% | New client onboarding (amort.) |
+| **Contribution Margin** | **$375** | **75%** | |
+
+### CAC by channels
+
+| Channel | Budget/mo | Clients/mo | CAC | LTV/CAC | Verdict |
+|-------|:----------:|:-----------:|:---:|:-------:|---------|
+| Google Ads | $8K | 5 | $1,600 | 3.5x | 🟢 Scale |
+| LinkedIn Ads | $5K | 2 | $2,500 | 2.2x | 🟡 Optimize |
+| Outbound Sales | $12K | 4 | $3,000 | 1.9x | 🟡 Optimize |
+| Content/SEO | $3K | 3 | $1,000 | 5.6x | 🟢 Scale |
+| Referral | $1K | 2 | $500 | 11.2x | 🟢 Maximize |
+| Organic | $0 | 4 | $0 | ∞ | 🟢 |
+| **Blended** | **$29K** | **20** | **$1,450** | **3.9x** | 🟢 |
+
+### LTV
+
+| Method | Calculation | LTV |
+|-------|--------|:---:|
+| Simple | $500 × 85% × (1/3.5%) = $500 × 0.85 × 28.6 mo | **$12,143** |
+| Cohort | Avg cohort (12+ mo): $11,800 over lifetime | **$11,800** |
+| **Final estimate** | Average (variance 3%) | **$5,600** (3-year capped) |
+
+> Capped at 3 years (36 mo) for a conservative estimate: $500 × 0.85 × Σ(retention_i) = **$5,600**.
+
+### Key Metrics
+
+| Metric | Ours | Benchmark (SaaS SMB) | Rating |
+|---------|:----:|:--------------------:|:------:|
+| LTV/CAC | 3.9x | 3-5x | 🟢 |
+| Payback | 3.4 mo | < 12 mo | 🟢 |
+| Gross Margin | 85% | 70-80% | 🟢 |
+| Monthly Churn | 3.5% | 2-5% | 🟡 |
+| Break-even | 160 clients ($60K fixed) | — | ✅ (200 > 160) |
+
+### Sensitivity (SOM year 3)
+
+| Scenario | ARPU | Churn | CAC | LTV (3yr) | LTV/CAC | Payback |
+|----------|:----:|:-----:|:---:|:---------:|:-------:|:-------:|
+| Optimistic | $600 | 2.5% | $1,100 | $7,200 | 6.5x | 2.2 mo |
+| **Base** | **$500** | **3.5%** | **$1,450** | **$5,600** | **3.9x** | **3.4 mo** |
+| Pessimistic | $400 | 5% | $1,800 | $3,400 | 1.9x | 5.3 mo |
+
+**Kill-condition:** Churn > 7% → LTV/CAC < 1.0 → model is unviable.
+
+### Recommendations
+
+| # | Bottleneck | Action | Effect | Priority |
+|---|-------------|----------|:------:|:---------:|
+| 1 | Churn 3.5% (upper bound) | Guided onboarding + health score alerts | Churn → 2.5%, LTV +29% | P1 |
+| 2 | LinkedIn CAC $2,500 (high) | A/B test creatives, narrow targeting | CAC → $1,800 | P2 |
+| 3 | Referral only 10% of clients| Launch referral program "month for free" | +5 clients/mo, CAC $500| P2 |
+
+## Validation (Quality Gate)
+
+- [ ] Revenue model is visualized: Revenue → COGS → Gross Margin → Variable → Contribution Margin
+- [ ] CAC runs calculated (blended + by channels with LTV/CAC per channel)
+- [ ] LTV calculated with min 2 methods, noting assumptions
+- [ ] Variance between LTV methods noted (< 30% or choice justified)
+- [ ] LTV/CAC ratio calculated and interpreted by scale
+- [ ] Payback period defined in months, compared with benchmark
+- [ ] Break-even calculated: number of clients and timeline to reach
+- [ ] Sensitivity analysis: 3 scenarios + kill-condition (at what LTV/CAC < 1.0)
+- [ ] Metrics compared against industry benchmarks (with sources)
+- [ ] Recommendations tied to bottlenecks with expected effect
+- [ ] If data is modeled — explicitly marked with benchmark sources
+- [ ] Data sources cited; data older than 12 mo marked ⚠️
+
+> If validation fails — iterate until it passes, do not hand off further.
+
+## Handoff
+The output of `$unit-economics` acts as input for:
+- **Strategist / Mediator** — unit economics as foundation for growth strategy.
+- **`tam-sam-som`** — revenue potential = SOM × ARPU.
+- **`cohort-analysis`** — cohort LTV to polish the model.
+- **`rfm-analysis`** — LTV by segments for differentiated marketing.
+- **`ansoff-matrix`** — unit economics of new markets / products.
+- **`customer-journey-mapping`** — churn points → churn & CAC optimization.
+
+Output format: metrics dashboard + revenue model + CAC per channel + LTV (2 methods) + sensitivity + recommendations. When handing off — use `$handoff`.
+
+## Anti-patterns
+
+| Mistake | Why it hurts | How to do it right |
+|--------|-------------|---------------|
+| LTV without churn | Massive overestimation | Always factor in churn; or use capped LTV (e.g. 3 yrs) |
+| CAC without sales | Marketing is not the entire CAC | Include sales salaries, tools, overhead |
+| Single LTV method | Different methods → different results | Minimal 2 methods, cross-check, justify choice |
+| No payback period | Cash flow burden is unseen | Payback in mo + cash needed = CAC × new × payback |
+| No benchmarks | Unclear if numbers are good | Contrast with industry (SaaS Capital, OpenView) |
+| Static model | Metrics shift every quarter | Recalculate quarterly |
+| No sensitivity | False confidence in one scenario | 3 scenarios + kill-condition (LTV/CAC < 1.0) |
+| Blended CAC only | Unclear which channel is bleeding money | CAC per channel + LTV/CAC per channel → verdict |
+| No break-even | Unclear when business turns a profit | Break-even clients + timeframe to achieve |
+
+## Output Template
+
+```
+### Unit Economics — [Product / Service]
+
+**Business Model:** [model]
+**Pricing Model:** [model]
+**Analysis Unit:** [client / account / order]
+**Currency:** [currency]
+**Period:** [period]
+**Data Type:** Real / Modeled (benchmark: [source])
+**Assessment Date:** [date]
+
+---
+
+#### Revenue Model (Unit Economics Flow)
+
+| Component | Value/mo | % of Revenue | Description |
+|-----------|:------------:|:------------:|----------|
+| Revenue (ARPU) | $XX | 100% | [Source] |
+| COGS | -$XX | XX% | [What is included] |
+| **Gross Margin** | **$XX** | **XX%** | |
+| Variable Costs | -$XX | XX% | [What is included] |
+| **Contribution Margin** | **$XX** | **XX%** | |
+
+---
+
+#### Key Metrics (Dashboard)
+
+| Metric | Value | Benchmark | Rating |
+|---------|:--------:|:--------:|:------:|
+| ARPU (mo) | $XX | $XX-$XX | 🟢/🟡/🔴 |
+| CAC (blended) | $XX | $XX-$XX | 🟢/🟡/🔴 |
+| LTV (capped 3yr)| $XX | $XX-$XX | 🟢/🟡/🔴 |
+| LTV/CAC | X.Xx | 3-5x | 🟢/🟡/🔴 |
+| Payback | X mo | X-X mo | 🟢/🟡/🔴 |
+| Gross Margin | XX% | XX-XX% | 🟢/🟡/🔴 |
+| Churn (mo) | X% | X-X% | 🟢/🟡/🔴 |
+| Break-even | N clients| — | ✅/⚠️ |
+
+---
+
+#### CAC by Channels
+
+| Channel | Budget | Clients | CAC | % total | LTV/CAC | Verdict |
+|-------|:------:|:-------:|:---:|:-------:|:-------:|:-------:|
+| [Channel] | $XX | N | $XX | XX% | X.Xx | 🟢/🟡/🔴 |
+| **Blended** | **$XX** | **N** | **$XX** | **100%** | **X.Xx** | |
+
+---
+
+#### LTV — Methodology
+
+| Method | Formula | Result | Assumptions |
+|-------|---------|:---------:|-----------|
+| Simple | ARPU × GM × (1/Churn) | $XX | [assumptions] |
+| Cohort | Actual cohort revenue | $XX | [assumptions] |
+| **Final estimate**| [method / average] | **$XX** | Variance: X% |
+
+---
+
+#### Break-Even
+
+| Metric | Value |
+|---------|:--------:|
+| Fixed Costs (mo) | $XX |
+| Contribution Margin per unit | $XX |
+| Break-even clients | N |
+| Current base | N |
+| Gap | ±N |
+| Timeline to reach | X mo |
+
+---
+
+#### Sensitivity Analysis
+
+| Scenario | ARPU | Churn | CAC | LTV | LTV/CAC | Payback |
+|----------|:----:|:-----:|:---:|:---:|:-------:|:-------:|
+| Optimistic | $XX | X% | $XX | $XX | X.Xx | X mo |
+| **Base** | **$XX** | **X%** | **$XX** | **$XX** | **X.Xx** | **X mo** |
+| Pessimistic | $XX | X% | $XX | $XX | X.Xx | X mo |
+
+**Kill-condition:** [Under what parameter LTV/CAC < 1.0]
+
+---
+
+#### Recommendations
+
+| # | Bottleneck | Action | Target Metric | Expected Effect | Priority |
+|---|-------------|----------|-----------------|:----------------:|:---------:|
+| 1 | [Problem] | [Action] | [Metric] | [±X%] | P1 |
+
+**Recalculation:** quarterly
+
+---
+
+#### Sources and Assumptions
+
+| # | Fact / Assumption | Source | Date | Confidence |
+|---|-------------------|----------|------|:-------------:|
+| 1 | [Fact] | [Source] | [Date] | ✅ / ⚠️ / 🔮 |
+
+Legend: ✅ Verified (real data / 2+ sources) | ⚠️ Estimated (benchmark) | 🔮 Assumed (modeling)
+```