This is a multi-step process for each market as follows:

1. First, Offtoa calculates the Number of Customers you have for the current month. It does this by adding:
   1. Number of old customers. This is carried over from the previous month minus those lost through attrition, i.e., the inverse of retention.
   2. Number of new paid customers. This is calculated by dividing the monthly expense or monthly payroll (depending on whether you indicated an expense item or employee type in the first column) by Customer Acquisition Cost. However this is delayed by the number of months in the Sales Cycle.
   3. Number of new viral customers. This is calculated by multiplying the Viral Coefficient by the number of new customers acquired n months ago, where n is the Length of the Viral Cycle divided by 30.
      
      
2. Second, Offtoa determines how many of the current Number of Customers are making purchases during the current month using the value of Periodicity. Let's call these the Purchasing Customers.
   
   
3. Third, Offtoa multiplies the Number of Purchasing Customers by the Average Order Size to compute Revenues for the current month.
   
   
4. Next, Offtoa uses the Product Mix to determine how the Revenues are distributed among the products. For example, if the revenues are $100,000, and you indicated that your products P1 and P2 produce 60% and 40% of the revenues, respectively, then we determine that product P1 is responsible for $60,000 of the revenues and P2 is responsible for $40,000 of the revenues.
   
   
5. Finally, Offtoa needs to determine how many units of each product you sell. To do this, it divides the Revenues by product (computed in the previous step) by the Price per product. This produces Units Sold in this market.

Related Questions:

Are commissions used in calculating number of customers when using the customer acquisition cost (CAC)?

How do I change the customer retention rate? How do I change the customer attrition rate?

How do I change customer acquisition cost (CAC)?

How do I change the length of the sales cycle?

How do I change the viral coefficient? How do I change the customer referral rate?

How do I change the viral cycle days?

How do I change the periodicity? How do I change how often customers purchase?

How do I change average order size (AOS)?

How do I change the product mix? How do I change the products that customers purchase?

How do I choose prices?