The Million Dollar Calculator

By the end of this lesson you will have a saved plan that tells you, before you spend a dollar or send an invitation, what every step of your funnel has to do for your target: how many people in, what rate at each stage, and what it may cost. It answers two questions: what your target requires, stage by stage, and what the rates you entered would produce, as a scenario. No more guessing which number to chase.

• The clients your target requires: for a monthly offer, held for twelve full months; for a program, sales booked a year
• The new clients that takes each month
• What your traffic source has to put in the front
• The rate each stage needs: your KPIs (key performance indicators) to shoot for

Why it matters. Say you plan one webinar for your past leads and clients, invited by email and text message. How many need to register? What attendance, booking rate and close rate do you need? The calculator puts a number on every step before the invitations go out.

How it works. Three layers. First, your target and economics: revenue, then profit, your price, margins and churn (the share of clients who leave each month). Second, one of four funnels: a call funnel, a webinar, a multi-day event, or a paid front end such as a paid workshop. Third, one of four traffic sources: paid ads, your own list, organic content, or outbound messages. A Requirement works backwards from the target. A Scenario at the rates you entered works forwards from your volume and rates.

Monthly or campaign. Ads can run every month. A list send is a campaign: you say how many months of new clients it should cover, and the same list is never counted twice.

There are no default rates. Every rate, cost, margin and churn figure is yours. Use rates you have recorded, and mark any estimate as an estimate.

What you need. Your account and your offer's numbers.

Do this.

1. Keep the targets at $1,000,000 in revenue first, then $1,000,000 in profit, or change them. Add your salary, if you take one.
2. Choose a monthly offer or a program. Enter your price, margins, churn and paying clients today.
3. Pick a funnel. Rename, add or remove any stage.
4. Pick a traffic source, monthly or a campaign, and enter its volume and rates.
5. Run the plan as a Requirement. Read what each stage and the source must deliver, and your KPIs.
6. Optionally, run it as a Scenario.
7. Name the plan and save it to your account.

"This is what the target requires at the numbers you entered. It is not a forecast, and we make no claim or promise that you will reach any revenue, profit or income figure."

"This is a scenario at the rates you entered. It is not a forecast, and we make no claim or promise that you will reach any revenue, profit or income figure."

Done when. Within 7 days of creating their account, the person has saved one named plan with a target, a funnel and a traffic source, run as a requirement.

Max's plan for the launch of Million Dollar Year, the done-with-you program. Every rate is his estimate, tagged as one, for illustration and not a benchmark.

Target and economics. Recurring, $2,000 a month, twelve-month term. The program bills 13 payments of $2,000 ($26,000) or $20,000 paid in full; the monthly view sits between them and understates the installment year by one payment. Churn 3%, profit margin 82% (the margin his Model page in lesson 1.4 gives at the requirement), delivery margin 92%, salary $10,000, 0 members today, 12 months to reach, collection 100%. Each member brings $2,000 a month, $24,000 a year.

• Revenue: 1,000,000 / 24,000 = 41.67, so 42 members, held for twelve full months. N = 42 x 0.03 + 42 / 12 = 4.76 a month. That is Million Dollar Year run alone. In his Model (lesson 1.4) the Acquisition line carries $480,000, so the count there is 22, and a saved Model carries into the calculator as "from your Model". This example keeps the stand-alone 42 to show the full method.
• Profit: 1,120,000 / 19,680 = 56.91, so 57 members. N = 57 x 0.03 + 57 / 12 = 6.46 a month.
• Growth-year check: rising from 0 to 42 gives 273 member-months x $2,000 = $546,000, below the target. A growth year produces less.
• Lifetime: 1 / 0.03 is 33.3 months, so the calculator warns and Max enters a 12-month cap, the term, since every new year needs the member's explicit confirmation. Lifetime profit 2,000 x 92% x 12 = $22,080.

Plan 1: one webinar from a list reactivation, a campaign covering 1 month. About 1,000 re-engageable contacts. Email 95% delivered x 35% opened x 10% clicked x 50% registered = 1.7% per contact. Text message 90% delivered x 15% clicked x 40% registered = 5.4%. Combined as independent: 7.0%, so 69.7 registrants.

Stage	Rate entered	People
Attended	40%, estimate	27.9
Stayed to the offer	70%, estimate	19.5
Booked	20%, estimate	3.9
Showed	70%, estimate	2.7
Closed	30%, estimate	0.82 clients

0.82 new clients at the rates entered, against 4.76 required over the month the campaign covers. The multiplier is 4.76 / 0.81999 = 5.8049.

• Each stage alone: no stage can carry it. Attendance would need 232.2%, booking 116.1%, close 174.1%, all not reachable by this stage alone. Or a re-engageable list of 5,805.
• Spread across attendance, booking and close (x 1.7972 each): attendance 71.9%, booking 36.0%, close 54.0%. At those rates the campaign produces 4.78 clients. A list this size cannot carry the whole requirement at these rates, so plan 2 fills the gap.

"This is what the target requires at the numbers you entered. It is not a forecast, and we make no claim or promise that you will reach any revenue, profit or income figure."

Economics, as a scenario. $100 of tooling. CAC $122. Lifetime profit $22,080, so lifetime profit to acquisition cost is 181.05. "Lifetime profit uses the 12 months you entered, shorter than the 1 / churn average of 33.3 months." Contracted value: 0.82 x $2,000 x 12 = $19,680. There is no ad spend, so no ROAS is shown. "Reactivation cost here is tooling only. Your time is not counted."

"This is a scenario at the rates you entered. It is not a forecast, and we make no claim or promise that you will reach any revenue, profit or income figure."

Plan 2: Meta ads straight to the application, monthly. $9,000 a month, $30 CPM, 1% CTR, 3% page conversion: 300,000 impressions, 3,000 clicks, 90 applied and booked. Qualified 40%, showed 70%, closed 30%, all estimates: 36.0, 25.2 and 7.56 clients.

Scenario, at the estimated rates above: cost per booked call $100, per qualified call $250, per show $357. CAC $1,190. First-month cash $15,120, cash ROAS 1.68. Contracted value $181,440, contracted ROAS 20.16. Payback 0.65 months. Lifetime profit to acquisition cost 18.55. 7.56 new clients a month at the rates entered, against 4.76 required.

"This is a scenario at the rates you entered. It is not a forecast, and we make no claim or promise that you will reach any revenue, profit or income figure."

Requirement: $5,667 of spend a month at these rates for 4.76 new clients, and $7,691 for the profit count's 6.46. Blended with plan 1, the list gives 0.82 and ads fill the remaining 3.94 with $4,691 that month. Cost ceilings at Max's entered ratio of 3:1: maximum CAC $7,360; maximum cost per booked call $618, per qualified call $1,545, per show $2,208. A plan that adds $9,000 of spend needs a lower profit margin entry than today's, and the profit count is rerun.

"This is what the target requires at the numbers you entered. It is not a forecast, and we make no claim or promise that you will reach any revenue, profit or income figure."