(And Most Ignore)
There are two numbers that — once you truly understand them — will completely change how you run your business.
They’ll help you price better. Market smarter. Make confident decisions. And most importantly — grow with clarity, not chaos.
Yet most female business owners I speak to don’t know them.
And it’s not because they’re not smart or capable. It’s because no one has ever shown them how powerful these numbers really are.
So let’s fix that today.
Number 1: Cost to Acquire a Customer (CAC)
This is the actual cost to get a new paying customer into your business.
It includes things like:
- Your marketing spend (ads, boosted posts, networking fees)
- Any paid platforms (email software, landing pages, etc.)
- Your time (yes — your time has a value!)
Say you spent £500 on Facebook ads and got 10 leads. You converted 2 of those leads into paying customers.
👉 That means your cost per customer is £250.
Why does this matter?
Because if you don’t know this number, you’re flying blind. You have no idea whether your marketing is working — or if you’re just wasting money.
And you won’t know how to scale because you can’t predict what more leads or more sales will actually cost you.
Number 2: Customer Lifetime Value (LTV)
This is the total revenue a typical customer brings to your business over the full time they work with you.
So if:
- A client pays you £300/month
- And they stay for 10 months
- Their lifetime value is £3,000
Now ask yourself this:
If a client is worth £3,000, would you spend £250 to get one? Of course you would. That’s an amazing return.
But if your prices are low, your retention is poor, or you’re unsure of your value — this number might be tiny. And that makes marketing feel like a risky expense instead of a smart investment.
Why These Numbers Matter (Especially for Women in Business)
Most female founders I work with have never been shown this side of business.
They’ve been told to:
- “Post more on Instagram”
- “Offer discounts to get more sales”
- “Say yes to everything”
But without knowing what a customer is worth, and how much it costs to get one, those tactics are just guesswork.
Knowing these numbers gives you:
- Clarity around what you can spend on marketing
- Confidence to raise your prices or refine your offer
- Control over your business growth, not just wishful thinking
Quick Example
Let’s say:
- A customer is worth £1,200 over the year
- You convert 1 in 4 leads
- You need 4 leads to make a sale
You can now calculate:
- You’re happy to spend up to £300 to get a customer
- Which means up to £75 per lead is reasonable
So suddenly:
- Facebook ads make sense
- A £99/month CRM feels worth it
- And investing in a marketing expert (or coach 👋) becomes a strategic decision, not a scary one
Don’t Guess. Know.
Running your business without these two numbers is like trying to drive to a destination with no map and no petrol gauge.
It’s stressful, slow, and usually ends in “let’s just wing it.”
But when you know your numbers?
✅ You plan smarter
✅ You grow faster
✅ And you start to feel like the business owner you were always meant to be
Stop flying blind. Start growing with clarity. Your numbers are the key!