The Funnel Math.

1 · Start With Your Pay

Monthly take-home pay

What you want paid to you personally each month. The calculator works backward from this number.

Tax set-aside

The share of revenue you hold back for taxes. Your accountant can give you the right rate for where you live.

Business costs

Software, team, contractors, and tools. Ad spend is handled separately in Step 3.

First-fruits giving

What you give from the business before anything else. Set it to 0 if you give from personal pay instead.

Lean-season reserve

Savings kept for slow months, the way Joseph stored grain in the good years to carry Egypt through the lean ones (Genesis 41).

Monthly profit goal

If you'd rather skip the pay math, type the amount you want left each month after ad spend.

2 · Already Committed

Committed revenue

Money already promised to you: current clients, retainers, and payment plans still running. It's subtracted from your goal so the funnel only has to fill the gap.

3 · Ad Basics & Conversion

Cost per click (CPC)

What you pay the ad platform each time someone clicks your ad. $0.50–$3 is typical; cold audiences cost more.

Click → lead

Of the people who click, the share who give you their email. 10–20% is healthy.

Lead → buyer

Of the people who give you their email, the share who buy your front-end offer.

Click → sale

Click → lead × lead → buyer. The share of clicks that become buyers.

Ad cost per buyer

How much ad spend it takes to get one buyer.

4 · Front-End Offer Pricing

Initial offer

Your low-priced first product, the one someone buys first.

Order bump

The checkbox add-on on the checkout page. Bumps typically land 25–35%.

Upsell

A page shown after checkout offering something bigger. Upsells typically land 5–15%.

Downsell

Shown to buyers who decline Upsell 1: the same offer at a lower price.

Take rate

Of buyers who see an offer, the share who say yes.

5 · Back-End Sales

Front-end → back-end

Of your front-end buyers, the share who go on to buy your premium offer. 3–8% is healthy.

Pay-in-full price

The premium offer's price when paid at once.

Pay-in-full rate

Of back-end buyers, the share who pay in full instead of using the payment plan.

Payment plan total

What a client pays across all installments. Usually a little higher than pay-in-full.

Months until back-end

How long after the front-end purchase a buyer usually says yes to the back-end. 0 means the same month.

6 · When Cash Lands

Net cash after ads

Money collected in a month (front-end, back-end installments, committed revenue) minus that month's ad spend.

Lean month

Your lowest net-cash month in the next 12. Plan your lean-season reserve around it.

Rest season

A month with ads paused. Committed revenue and payment plans still arrive.

7 · Sabbath Capacity Check

Hours per back-end client

Sessions, prep, messages, and research for one back-end client in a month. Automated front-end products (courses, templates, micro-offers) need no live hours, so they count as zero.

Months each client stays

How long one back-end client is in active delivery.

Rest weeks per year

Vacation, holy days, and buffer weeks with no delivery.

Capacity verdict

Your busiest month's delivery hours compared with the hours you have. Under 85% fits with margin; 85–100% fits but leaves no room for a sick week.

Results

AOV (average order value)

What each buyer spends at checkout, including bumps, upsells, and downsells.

ROAS (return on ad spend)

For every $1 spent on ads, how many dollars come back. Front-end ROAS counts the cart only; total ROAS adds back-end sales.