{% extends "core/base.html" %}{% load cohortly %}
{% block title %}Unit economics{% endblock %}
{% block content %}
<div class="head"><h1>Unit economics <small>{{ currency }}</small></h1>
<div class="actions"><a class="btn" href="?{{ filter_qs }}{% if filter_qs %}&{% endif %}format=csv">Export CAC CSV</a></div></div>
<section class="kpis">
  <div class="kpi"><div class="l">ARPA</div><div class="v">{{ econ.arpa|money:2 }}</div><div class="d flat">MRR per active customer</div></div>
  <div class="kpi"><div class="l">Logo churn / month</div><div class="v">{{ econ.logo_churn_monthly|pct:2 }}</div><div class="d flat">{{ econ.logo_churn_annual|pct }} annualized</div></div>
  <div class="kpi"><div class="l">Revenue churn / month</div><div class="v">{{ econ.revenue_churn_monthly|pct:2 }}</div><div class="d flat">{{ econ.revenue_churn_annual|pct }} annualized</div></div>
  <div class="kpi"><div class="l">Customer lifetime</div><div class="v">{{ econ.lifetime_months|num:1 }} mo</div><div class="d flat">cap {{ cfg.ltv_cap_months }} months</div></div>
  <div class="kpi"><div class="l">LTV</div><div class="v">{{ econ.ltv|money }}</div><div class="d flat">ARPA x {{ cfg.gross_margin|pct:0 }} GM x lifetime</div></div>
  {% if econ.blended %}<div class="kpi"><div class="l">Blended CAC</div><div class="v">{{ econ.blended.cac|money }}</div><div class="d flat">LTV/CAC {{ econ.blended.ltv_cac|num:1 }}x</div></div>{% endif %}
</section>
<p class="muted">Churn is pooled over the last {{ cfg.churn_window }} months. Gross margin, LTV cap and windows are set under <a href="{% url 'settings' %}">Settings</a>.</p>
{% if econ.blended %}
<section class="card"><h2>CAC by channel <small>last {{ cfg.cac_window }} months</small></h2><table>
<thead><tr><th>Channel</th><th class="r">Spend</th><th class="r">New customers</th><th class="r">Avg new MRR</th><th class="r">CAC</th><th class="r">LTV / CAC</th><th class="r">Payback (months)</th></tr></thead>
<tbody>{% for c in econ.channels %}<tr><td>{{ c.channel }}</td><td class="r">{{ c.spend|money }}</td><td class="r">{{ c.new_customers }}</td><td class="r">{{ c.avg_new_mrr|money:2 }}</td><td class="r">{{ c.cac|money }}</td><td class="r">{{ c.ltv_cac|num:1 }}</td><td class="r">{{ c.payback_months|num:1 }}</td></tr>{% endfor %}
{% with c=econ.blended %}<tr class="avg"><td>{{ c.channel }}</td><td class="r">{{ c.spend|money }}</td><td class="r">{{ c.new_customers }}</td><td class="r">{{ c.avg_new_mrr|money:2 }}</td><td class="r">{{ c.cac|money }}</td><td class="r">{{ c.ltv_cac|num:1 }}</td><td class="r">{{ c.payback_months|num:1 }}</td></tr>{% endwith %}</tbody></table>
<p class="muted">Channels without recorded spend (for example organic) have zero CAC, so LTV/CAC is not defined. Blended CAC divides all spend by all new customers.</p></section>
{% else %}<p class="muted">CAC needs unfiltered marketing spend, so it is hidden while a segment or country filter is active.</p>{% endif %}
{% if econ.concentration %}
<section class="card"><h2>Customer concentration</h2>
<p>Top-10 share <b>{{ econ.concentration.top10_share|pct }}</b> &middot; HHI <b>{{ econ.concentration.hhi|num:0 }}</b> <span class="muted">(10,000 = one customer)</span></p>
<table><thead><tr><th>#</th><th>Customer</th><th>Segment</th><th class="r">MRR</th><th class="r">Share</th></tr></thead>
<tbody>{% for c, mrr, share in top %}<tr><td>{{ forloop.counter }}</td><td><a href="{% url 'customer' c.id %}">{{ c.name }}</a></td><td>{{ c.segment }}</td><td class="r">{{ mrr|money }}</td><td class="r">{{ share|pct:2 }}</td></tr>{% endfor %}</tbody></table></section>
{% endif %}
{% endblock %}