L CPC (cos t per click ),p Hypothesis for optimized unit 2 Increase ad reach 3 fil these cens Key Metric Sales funnel Customer Young people (20-35, men and won-en) who want to become a marketer or has started ther first Eb marketin Serviceable Obtainable Market (SOM) Channel Impressi so ooo Reach 10000 Frequ Clicks 1 ooo CTR (CliCkS/ Reach) M N Lead Cl (Lead lic ks) 0 CPL (cost per lead), P Buy ers Q R Unit economics (Buy (Buye ers/ rs/Le Click ads) s) CPO (cost per order CAC AC AvPrice (cust (acqui , P omer> sition acqui costs) sitior , p Reve nue, CAC, Operati Gross Fixed Profit, P Margin, costs P ng Expens p (Expen ses), P (Other variabl 1 OO OOO FacebOOk ac s 10.0% 60 100 10.0% 600 IS I.S% 150% 4000 SOOO 60000 38 ooo