Three numbers separate founders who steer from founders who drift: what a customer costs, what a customer is worth, and where customers come from.
CAC — honestly counted
Everything you spent acquiring customers last quarter — ads, tools, and your own hours at an honest rate — divided by customers won. Founders who exclude their time conclude marketing is free. It isn’t, and the moment you delegate, the illusion collapses.
LTV — the relationship, not the sale
Average purchase × purchases per year × years they stay. A $500 first job from a customer who returns twice a year for five years is a $5,000 relationship. This number decides what you can rationally spend to acquire.
The ratio and the workhorse
LTV ÷ CAC under 3? Fix retention or pricing before scaling spend. Over 5? You’re underinvesting in growth. Then ask every new customer one question — “how did you find us?” — and double down on the channel quietly carrying your business before diversifying.
Thirty minutes, once a month, same three numbers. That’s the whole practice. Deep dive: Founder Metrics 101.
Want this handled for you? Grab the free Founder’s Acquisition Checklist — or book a free strategy call and we’ll walk your numbers together.