Customer Revenue Field Guide
Understand offer economics, acquisition cost, customer value, recurring revenue, campaign measurement and experiment discipline.
01 / START HERE
Make the most of what is included.
The Field Guide explains the measures. The Workbook organizes your business inputs and selected calculations. The 30-Day Action Plan turns the analysis into a sequence of actions, reviews and decisions.
01 / UNDERSTANDRead the Field Guide.
02 / MEASURESet up your Workbook.
03 / IMPLEMENTFollow the 30-Day Plan.
04 / REVIEWRecord the next decision.
Start with one thing. Choose one offer, one customer group and one measurement period. Use actual results where available, label estimates clearly and mark unknowns instead of guessing. Repeat the process for other offers later.
Growth Decision Workbook
Organize inputs and review selected calculations across ten workbook tabs.
30-Day Customer Growth Action Plan
Move from baseline to diagnosis, a focused test, a documented decision and the next 90-day plan.
02 / VIP BONUS LIBRARY
Every resource, in one place.
All PDFs, spreadsheet files, cover previews, instructions and the ZIP package are embedded inside this HTML file. No separate image folder, script library or file host is needed. The dashboard itself works offline. Google Sheets links require an internet connection and a Google account for copying.
01 / RED · THE NUMBERS
Growth Decision Workbook
Your working model for organizing business inputs, reviewing offer economics, acquisition costs, customer value, recurring revenue, campaigns and experiments.
02 / ORANGE · THE THINKING
Customer Revenue Field Guide
Understand offer economics, customer acquisition, customer value, recurring revenue, campaign measurement and disciplined experiments.
03 / GREEN · THE EXECUTION
30-Day Customer Growth Action Plan
Follow a practical daily sequence to diagnose, improve, test, learn, implement and set the next review.
Google Sheets EditionWorkbook file name: BONUS | Awesome_Indeed_Growth_Decision_Workbook_v1.0
Open the copy link, confirm the correct Google account, then click Make a copy. Use the new copy saved in your own Google Drive.
Sign in to the Google or Gmail account where the copy should be saved. Google will prompt for sign-in if needed. The copy link creates a new working file. The view-only link is for inspection and should not be used as the working copy.
Apple Numbers Edition
Open the .numbers file in Apple Numbers, then save a separate working copy.
Microsoft Excel .xlsx
The everyday choice for formulas, tables, charts and data entry when VBA macros are not needed.
Microsoft Excel .xlsm
Macro-enabled format. Use only when VBA automation is genuinely needed. The extension does not prove macros are present or required.
Which Excel file should you choose? Choose .xlsx for everyday spreadsheet work. Choose .xlsm only when trusted VBA automation is genuinely required. Never enable macros simply because a prompt appears. If VBA is not needed, use .xlsx.
03 / FIRST SETUP
Follow this sequence. Do not skip the baseline.
Set aside an initial 60 to 90 minutes to open the materials, choose an edition and gather the information already available. Perfect data is not a prerequisite. Honest labels are.
1
Open the Field Guide
Read the opening section to understand the order and why targets and estimates are not actual evidence.
2
Create a working copy
Choose Google Sheets, Numbers or Excel. Keep the supplied original unchanged.
3
Choose one offer and customer group
Keep the first analysis focused. Do not blend unrelated offers or customer types.
4
Gather the baseline
Collect price, discounts, refunds, variable costs, campaign spend, leads, new customers and repeat-purchase evidence where available.
5
Complete Offer Economics
Review net sales, included variable costs, contribution per order and contribution margin.
6
Complete Acquisition and Customer Value
Compare CAC with contribution, then model customer value using labelled assumptions and scenario ranges.
7
Use recurring and campaign tabs if relevant
Review subscription assumptions, campaign metrics and ROAS. Revenue less ad spend is not profit.
8
Plan one measured test
Write a hypothesis, define control and variant, select the primary measure and set the review window.
9
Follow the 30-Day Action Plan
Use daily actions and weekly reviews. Record evidence and outputs, not only completed boxes.
10
Record the next decision
At Day 30, decide what to keep, revise or stop. Assign an owner, next action and review date.
Key distinctions. Contribution is not profit. CAC must use matching campaign spend and newly acquired paying customers. ROAS is tracked revenue divided by tracked campaign spend, not a profit measure. Lifetime value is an estimate, not a guaranteed amount.
04 / IMPLEMENTATION ROADMAP
Your 30 days, mapped out.
Use the full PDF planner for each daily action. This is the sequence and the output to aim for at the end of each phase.
Set scope and capture a baseline
- Choose one offer, one customer group and one period.
- Record actuals, estimates and unknowns with sources.
- Choose one primary measure and keep its definition consistent.
Diagnose current economics
- Describe customer, problem and alternatives.
- Review objections, feedback and refund reasons.
- Collect price, refunds, costs and acquisition data.
- Complete Offer Economics and Acquisition.
- Identify the largest gap or constraint.
Improve the offer and journey
- Review customer outcome and problem addressed.
- Review price, payment structure and variable costs.
- Map first contact through purchase and fulfillment.
- Clarify message, proof and unanswered questions.
- Choose channel, budget, measurement window and capacity check.
Run a controlled test
- Write the hypothesis before launch.
- Define control, variant and one variable to change.
- Confirm measure, attribution, timing and data source.
- Launch and check tracking and data capture.
- Record feedback and interim observations.
Learn, implement and set the next review
- Compare results with baseline and hypothesis.
- Keep, revise or stop with a written rationale.
- Recheck fulfillment, support, quality and cash.
- Set 30-day and 90-day measures.
- Create the next 90-day action plan.
05 / PROGRESS TRACKER
Make progress visible.
This checklist saves progress only in this browser on this device. It is not uploaded or synchronized and may not follow you to another device.
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06 / FAQS AND BLIND SPOTS
Questions worth answering before they become problems.
Search the questions or open the answer that applies.
Do I need a Google account?
Yes. To create a personal Google Sheets copy, sign in to the Google or Gmail account where the new file should be saved. If you are not signed in, Google should prompt you. Use the view-only link to inspect the workbook without making a copy.
Do I have to use all three resources?
They are designed to complement one another. Use the Field Guide to understand measures, the Workbook to organize numbers, and the 30-Day Plan to execute and review. Start with one offer and the baseline.
Do I need perfect data?
No. Use actual results where available, label estimates clearly and mark unknowns. Do not invent numbers to fill gaps.
Which workbook edition should I use?
Use Google Sheets for Google Drive, Numbers for Apple Numbers, and .xlsx for everyday Excel use. Use .xlsm only when trusted VBA automation is genuinely required.
How do I make a Google Sheets copy?
Open the copy link, check the active Google account and click Make a copy. Wait for the new workbook to open and confirm it is saved in the intended Drive account. Enter data only in your copy.
Can I use the .numbers file on Windows?
The .numbers file is intended for Apple Numbers. On Windows, use the supplied .xlsx or .xlsm edition, or Google Sheets in a browser.
Should I choose .xlsx or .xlsm?
Choose .xlsx unless VBA macros are specifically required. .xlsm can store and run VBA macros, but the extension alone does not prove macros are present or needed. Do not enable macros just to open the workbook.
How do I open a PDF on Windows?
Open File Explorer with Windows key + E, choose Downloads, find the .pdf file and double-click it. It usually opens in Microsoft Edge or another installed PDF reader. If prompted, choose a trusted reader.
How do I open a PDF on Mac?
Open Finder, choose Downloads and double-click the .pdf file. macOS normally opens it in Preview. If needed, Control-click the file, choose Open With and select Preview.
What if I cannot open a PDF?
Check that the download finished and the name ends in .pdf. Try opening from Downloads, re-download if incomplete, then use a current browser or trusted PDF reader. Use the TXT guide in Notepad on Windows or TextEdit on Mac.
Can I use the PDF instead of the workbook?
The PDFs explain concepts and steps. They do not replace the editable workbook inputs and calculations.
Can I use this for a service business?
It can help organize many service-business economics questions. Adapt the inputs to the actual delivery model and include material variable labor, commissions, support and fulfillment costs. Check whether the simplified calculations fit.
Can I analyse several offers at once?
Start with one offer and one customer group so the first analysis remains interpretable. Repeat the process for other offers later. Avoid blending unlike offers into one set of assumptions.
Does positive contribution mean the business is profitable?
No. Contribution reflects only the costs included in the calculation. Fixed overhead, acquisition, taxes, working capital, owner compensation and other costs may remain outside it.
My first purchase does not cover CAC. Did the campaign fail?
Not automatically. It means the initial purchase does not recover acquisition cost under the entered assumptions. Repeat purchases may change the relationship economics, but use observed retention and purchase data and account for servicing costs and cash timing.
My ROAS is high. Does that mean I am profitable?
Not necessarily. ROAS is tracked revenue divided by tracked campaign spend. It does not deduct all product, fulfillment, processing, service, overhead and other costs.
Why does lifetime value look so high?
Check lifespan, purchase frequency, gross margin and variable service cost. Run conservative, base and improved scenarios. Prefer observed cohort retention and repeat-purchase history to unsupported long-term assumptions.
Does observed lift prove the test caused the result?
No. Observed lift is descriptive arithmetic, not a statistical significance test. It does not automatically account for sample size, randomisation, seasonality or confounding variables.
What if I miss a day?
Continue with the next unfinished action. Record actual dates and adjust the review window honestly. A slipped date is not a reason to abandon the process.
What should I check before scaling?
Check cash, fulfillment, inventory, product quality, service capacity and customer support. Positive unit contribution does not prove the business has the cash or capacity to scale.
Should I enter customer names or payment details?
No. Use aggregate business figures and anonymised notes. Do not enter passwords, payment card details or unnecessary personal information.
Can I share the workbook with my team?
Share a working copy according to platform permissions and your organisation's policies. Give access only to people who need it and protect confidential business information.
Will this system guarantee more customers or revenue?
No. It is an educational planning toolkit that helps structure inputs, analysis, experiments and follow-through. It cannot guarantee business outcomes.
What should I do at the end of Day 30?
Compare results with baseline and hypothesis, document reliable evidence and remaining uncertainty, decide whether to keep, revise or stop, assign the next action and owner, and set the next review date. Then create the next 90-day action plan.
07 / IMPORTANT NOTES
Use the numbers responsibly.
Educational use and limitations. The workbook contains simplified planning models. It does not automatically model every tax treatment, accounting recognition rule, payment timing, cash conversion cycle, working capital requirement, debt, owner compensation, overhead, customer-level variability, cohort retention, statistical significance, seasonality or legal and regulatory requirement. It reflects the costs and assumptions entered. Validate important decisions against actual operating data and qualified professional advice where needed.
The guides and workbook are educational management tools, not financial, accounting, tax, legal or investment advice. No revenue, profit, conversion, retention or business outcome is promised or guaranteed. Prepared by Awesome Indeed LLC.