After direct delivery costs, including owner delivery labor. Overhead and acquisition still need funding.
%
Your acquisition allowance from gross contribution. The rest funds overhead and profit.
%
Only complete payment periods fund acquisition. Monthly payments start after month one; a 1.5-month window counts one payment.
months
Of genuine enquiries, how many attend a consultation or qualified meeting? Bookings and SQLs are different stages.
%
Of attended meetings, how many become paying customers? Use matching channel and cohort data.
%
Your monthly new-customer target for this program, not a prediction.
customers/month
Step 1 of 3. Choose your business.
Behind the numbers
Published spending ranges
Real estate brokerages
Total marketing share
3% to 5%
Planning assumption · percent of gross commission revenue
Budget scenario for a referral-led brokerage. CMO Survey broad real-estate mean 23.58% has only 7 responses and is not brokerage-specific. Use company commission revenue, not the value of homes sold.
Planning range for local SEO and original market content. Historical generic local agency average $1,819 and live general offer from $3,000 are context, not measured brokerage spending. IDX, media and production separate.
Supplier menus are asking prices, not market averages or WorkHacker quotes. Podcast production and media are excluded unless the source says otherwise. A related citation does not turn a planning assumption into measured evidence.
Revenue × marketing share, less existing commitments, then your program share. Setup is separate. This is a planning allocation, not a forecast. How the calculation works
No. This is an editable planning worksheet. We agree delivery, setup, term, existing systems and responsibilities before quoting. Budget fit cannot determine the scope of a program.
Does it predict customers?
No. The customer goal is your input. Acquisition limits show what your chosen contribution margin and collection window can support. They do not predict enquiries, rankings, AI citations, podcast listeners or sales.
Why are some inputs assumptions?
Published evidence can use a different population, fee definition or funnel stage. An assumption is an editable scenario for that gap. A related citation does not turn it into measured evidence. Range midpoints are for planning, not industry averages.
What does the budget include?
Your marketing envelope covers the costs included in your chosen marketing-share definition. Subtract commitments you will keep, then allocate a share to search, content and podcasting together. Program fees and selected extras use that allocation; setup is separate. Hosting, usage, media, travel and other scoped exclusions still need funding.
Why are some conversion figures blank?
Booked appointments, attended meetings, qualified leads and SQLs have different denominators. A rate for one stage cannot stand in for another. Enter your own attended-stage data. Ecommerce checkout completion counts orders; acquisition needs a separate new-customers-per-session rate.
What happens to my entries?
They stay in this page's memory and clear when you refresh. Financial values are never put in URLs, storage, analytics events, booking links or emails. Only a validated business-type ID can appear in the query string. Copy these assumptions works locally, after you click.
Can an executive use it?
Yes. Choose Executive or founder and enter a monthly program budget plus a separate setup budget. Industry is optional editorial context. This path skips company revenue, customer targets and acquisition calculations.