What happens to my cash when I make marketing choices?

What it can’t do

• The model leaves out customers leaving, seasons, ads getting less effective as you spend more, and loans. Added staff time starts at once, and winning back old customers is a one-time step. These are shortcuts, not claims about a real business.
• Some made-up businesses have harder goals than others. Compare runs within the same business, seed and model, not across industries.
• The roofing and law office examples do not cover the advertising rules in your state and are not legal or ethics advice.
• No result depends on contacting ThinkDMG or booking a call. No real account, booking system, campaign or customer data is connected.

How the model works

Each round starts with the cash you have at the start of that made-up month. One main action may have a one-time cost. Added staff time has a cost in this round and every later round. Holding still is free and can be repeated. Money you will earn later cannot pay for this round.

For each kind of ad you fund, expected calls are your spend divided by the teaching cost per call, times the current page and ad scores. A seed adds a fixed random change of up to 10% either way to that count before it is rounded to whole calls. Small whole counts can still move by more than 10%. This is not an estimate of real ad ups and downs.

The model carries leftover parts of a call or customer forward while it turns counts into whole events. Teaching numbers for spam, good fit, booking, follow-up and closing make each step. What the ad site reports can differ from what the office confirms until tracking is checked. The same label does not make different steps the same.

Workload limits apply at the stated step. For the appointment business, bookings are capped before show-ups and new clients: requested, accepted and turned-away bookings are kept apart. Open slots are shared across sources by a fixed whole-booking rule. No-shows and people who do not start do not free up booked slots. Other businesses cap arriving customers after any delay, and turn away the extra on purpose. Adding staff time is not free and does not apply to past rounds.

For the regular cleaning business, current customers pay in a round and new customers start paying in the next round. The model assumes no customers leave during the five rounds. One-time businesses earn when the customer starts. Any change to the offer changes what each customer leaves, as stated.

Cash is starting cash minus ad spend, action costs and monthly staff costs, plus what customers left in that round. If a monthly staff cost cannot be paid next round, the run stops and says so, rather than inventing a loan. Ad cost per call uses only paid calls the office confirmed. Total cost per call uses all confirmed calls, including winning back old customers, and all costs. Cost per new customer in a period is not the cost of winning one group of customers. Anything divided by zero shows as Unknown, not zero or infinity.

The roofing business has a two-round delay before customers arrive. Customers still waiting at the end are shown on their own, not counted as done. The personal-injury law office uses fees it may earn in the future: signing a case adds only value not yet received. That value is not cash, not money you can spend and may never arrive. The other law offices use what each case leaves and when, as stated. All figures are teaching numbers, not fee advice or case values.

The model uses named teaching values for tracking that over-counts, page quality, follow-up and ad quality. Their values are fixed by us, not learned from players. The same seed and choices give the same results. Differences between runs come from this fixed model, not from a real business.

Your information

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