120 cards
This deck walks you through the core metrics that founders use to figure out whether their business is actually working, one customer at a time. It starts with the basics of what unit economics means and why smart founders obsess over it before pouring money into growth, then moves into the key numbers: Customer Acquisition Cost, Customer Lifetime Value, the LTV:CAC ratio, payback period, and gross margin. You'll also pick up the typical benchmarks investors look for across SaaS, e-commerce, and marketplaces.
It's built for early-stage founders, operators, and anyone who needs to read or pitch the financial health of a business. If you're preparing for fundraising conversations, building a financial model, or just trying to stop guessing whether your numbers are good, these cards cover the vocabulary and the reference points you need to speak with confidence.
Because these metrics are deeply interconnected, you'll get more out of the deck if you study the cards as a system rather than isolated facts. As you learn each definition, pause and ask yourself how it relates to the others: how does gross margin shape LTV, and how does that change the LTV:CAC ratio you're aiming for? For the specific benchmark numbers, spaced repetition across several short sessions will stick far better than a single long cram.