NeoMarketing · the front door

The Profit Audit

Three steps: map where your customers sit, see what each route to a sale costs you, then move the sliders to estimate the profit each play could recover. Fill the amber boxes; everything else is calculated.

You fill these Calculated for you New here? Tap “Load sample” to see a worked example, then clear it.
Recoverable profit · estimate
$0.00M
An estimate from your inputs — only a holdout test turns it into proven profit.
Share of revenue
0%
Route tax you pay today
≈ $0.00M across all routes
0

Your business

Two numbers turn every percentage below into money.

Profit left after cost of goods, before marketing.
Both figures and results read in this unit.
1

The TAT — where every customer sits

Split your customers by how often they buy (rows) and how recently they paid attention (columns). Enter C% = share of customers and R% = share of revenue in each cell. The None row has no revenue. Totals should reach 100%.

Stronglistening · 0–30dWeakeningfading · 30–90dLostgone quiet · 90d+Row total
RepeatBest · 2+B
C %
R %
= $0.00M
B−
C %
R %
= $0.00M
R1
C %
R %
= $0.00M
highest risk · drifting to adtech
C 0% · R 0%
OneTest · 1T
C %
R %
= $0.00M
T−
C %
R %
= $0.00M
R2
C %
R %
= $0.00M
C 0% · R 0%
NoneNext · 0N
C %
no revenue
N−
C %
no revenue
R3
C %
no revenue
C 0%
TotalC 0% · R 0%C 0% · R 0%C 0% · R 0% customers —
revenue —
2

The Tax Map — what each route costs

Every sale arrives through one of five routes, each charging a different tax. Set the tax rate for each route and the revenue share (R%) in each bucket. New = a first-time buyer; Repeat = someone you already owned. Should total 100%.

Organic / Direct
% tax
$0.00M
$0.00M
CRM / Owned
% tax
$0.00M
$0.00M
Recovery
% tax
The missing rung. Usually 0% today — most brands run no recovery layer, so lapsed customers fall straight to adtech. Recover (play 6) builds this. Leave R% at 0 unless you already operate it.
$0.00M
Adtech
% tax
$0.00M
$0.00M
Intermediated
% tax
$0.00M
Revenue mapped: 0% — needs 100% · Total route tax paid: $0.00M
3

The plays — move the sliders to estimate recovered profit

Each play acts on the revenue you mapped above. Drag a slider to set how hard the play works — the profit updates live. These are estimates from your assumptions; a holdout test is what turns an estimate into proven profit. (Capture — getting anonymous and marketplace buyers onto the grid — is the on-ramp before these five and isn’t scored here.)

Across all plays, gross margin = % (from Step 0)
1
Firstfirst purchase, won on owned — not rented
Share of adtech-bought first purchases won through owned channels instead0%
profit = new-adtech revenue × shift × (adtech tax − CRM tax)
$0.00M
2
SecondOne → Repeat (the 1→2 jump)
Share of attentive one-time buyers (T) moved to a second purchase0%
profit = One/Strong revenue × lift × gross margin
$0.00M
2+
Repeatgrow your Best
Frequency / basket uplift among Best (Repeat/Strong)0%
profit = Repeat/Strong revenue × uplift × gross margin
$0.00M
S
Protectstop the slide to Lost
Share of weakening revenue (B− + T−) saved before it lapses0%
profit = weakening revenue × save rate × gross margin
$0.00M
6
Recoverwin back the lost — before adtech
Share of lost revenue (R1 + R2) re-earned at the recovery rung0%
profit = lost revenue × recover rate × (gross margin − recovery tax)
$0.00M
The Profit Audit measures the tax (your observed routes and rates) and estimates the recovery (your lift assumptions). Only a holdout test converts an estimate into proven Alpha. Figures are illustrative and depend entirely on the inputs above. v1. Never Lose Customers · Never Pay Twice · Never Pay Fixed