Not everything your business does. The one thing you can sell in thirty seconds.
Rough is fine. This is what makes the production and media conversations real in Weeks 4 and 5.
| A | Revenue, last 12 months | |
| B | Revenue you want, next 12 months | |
| C | What one customer is worth, on average | |
| D | New customers you need (B − A) ÷ C | |
| E | Share of your leads that become customers |
Who actually spent money with you in the last twelve months, not who you wish had.