The buyer economics worksheet from the latest reel. Work backward from customers, turn revenue into contribution, and model downside/base/upside before you pitch numbers. Comment CALC on the reel if you found this via Instagram. And here's the worksheet text itself — paste it straight into the post since the upload's fighting you: ALEX ZASTRE / CALC — The buyer economics worksheet Make assumptions visible. Use the buyer's data, not a promised ROI. 01 Work backward from customers Reached prospects x positive-reply rate x held-call rate x close rate = modeled new customers. Define each denominator so a reply is not accidentally counted as a booked or held call. 02 Turn revenue into contribution Modeled customers x average collected revenue per customer = collected revenue. Subtract delivery costs, commissions, refunds and other incremental costs. Subtract the proposed service fee and acquisition spend once each. 03 Show downside, base and upside Change one assumption at a time. Label unknown inputs. Capacity, sales cycle, collection timing and repeat revenue can change the result. Do not present modeled contribution as profit or a guaranteed return. ILLUSTRATIVE ONE-MONTH MODEL 1,000 prospects x 3% positive replies = 30 replies 30 replies x 50% held-call rate = 15 held calls 15 calls x 20% close rate = 3 modeled customers 3 x $5,000 collected = $15,000 modeled revenue $15,000 - $6,000 delivery - $3,000 fees/spend = $6,000 contribution