Duolume.

Simple Projection Tool

All data stays in your browser. Nothing is sent or stored.
Days per period
Periods 12
Full horizon = 336 days

Forecast snapshot

live, updates as you change inputs

Acquisition

how new customers come in
Daily ad spend
$/day
ROAS
x
% subscription
% sub
% once

Unit economics

order value, costs per order
AOV, subscription
$
AOV, one-time
$
AOV, blended
$ (auto)
Items per order
units
Product COGS
$ / unit
Fulfillment
$ / order
Shipping
$ / unit

Retention

subscriber churn per period
Period churn
% / period

Operating costs

flat overhead, % of revenue, tax
Operating expenses
$ / period
Credit card processing
%
Refunds
%
Misc
%
Tax
%

A cohort is one period's worth of new customers. In their first period, the cohort generates revenue from both subscription and one-time orders at the blended AOV. After that, only the subscription portion repeats, decayed by churn each period.

Cohort acquired in

Revenue contribution over time

$ this cohort generates each period

Period-by-period detail

Each column is one 28-day period. The Total column sums all 12 periods (336 days, the full forecast horizon).

Revenue & net income

per period across the forecast horizon

Revenue stacked: subscription + one-time

Net income bars + net margin %

Income statement

The problem. Determining the optimal ROAS to set depending on your ad spend is a complex problem. As your ROAS changes, your daily spend has to change non-linearly to keep net income the same. Sometimes it's better to keep a lower spend at a higher ROAS, but the answer is non-trivial. For example, moving from 1.5 to 1.3 ROAS might require a 10% increase in spend to hold the same net income, but moving from 1.3 to 1.1 might require a 20% increase.

How to use this tool. Set your current ROAS and daily spend, then drag your target ROAS. The tool shows how much you need to spend daily to keep the same net income.

Net income horizon
Current ROASbaseline
Current daily spendbaseline
Spend slider range
Solve direction
Target ROASafter change
Required daily ad spend
—
— — vs. baseline —
Holds net income at — over 12 periods.

Every point on the curve is a (ROAS, spend) combo that hits the same net income as your baseline. Above the curve = more NI than baseline. Below = less.