Use case · C42
Build a product-launch plan
Which volumes and conversion rates make the launch target economically coherent?
Direct answer
The plan works backwards from expected ARR to engaged accounts, tests every conversion rate and assigns variances to teams that can act.
01Validate the target, strengthen a link or reduce ambition before committing budget.
02The rule, the evidence and the next review date stay visible.
How to use this
Move from the question to the deliverable.
Which volumes and conversion rates make the launch target economically coherent?
Validate the target, strengthen a link or reduce ambition before committing budget.
Complete launch economics
Worked example · SQ-45
Work back from €432k of ARR to 1,600 accounts addressed
The launch objective becomes controllable once each conversion rate links the expected revenue to the volumes that can actually be activated.
Illustrative costed case: a B2B offer at €36k of average ARR, a launch budget of €180k and a target of 12 new customers.
- 01Fix the economics
Freeze average ARR, margin, budget and contribution horizon.
- 02Work back
Divide the downstream volume by each expected conversion rate.
- 03Compare
Set the volumes required against sales and marketing capacity.
- 04Set thresholds
Define the rate that triggers a reduction, a reinforcement or a change of segment.
Full economics of the launch
The model shows that a reasonable customer target can require an addressable base that is too wide if engagement or sales acceptance deteriorates.
Required upstream volume = downstream volume ÷ conversion rate; launch CAC = budget ÷ customers won| Step | Assumption | Calculation | Required volume | Alert threshold |
|---|---|---|---|---|
| ARR won | €36k per customer | 12 × €36k | €432k | < €360k |
| Customers won | 25% of opportunities | 48 × 25% | 12 | < 10 |
| Opportunities | 40% of SALs | 120 × 40% | 48 | < 35% |
| SALs | 30% of engaged accounts | 400 × 30% | 120 | < 25% |
| Engaged accounts | 25% of addressed accounts | 1,600 × 25% | 400 | < 20% |
| Launch CAC | €180k budget | €180k ÷ 12 | €15k | > €18k |
01The launch reaches 2.4 times its budget in first-year ARR, before cost to serve and margin.
02A fall in the engaged accounts → SAL rate from 30% to 22% raises the need to 2,182 accounts addressed.
03The first gate therefore bears on sales acceptance, not on campaign volume alone.
Fictitious data. ARR is not a margin, and the launch CAC must be completed by the recurring costs of acquisition and service.
Coherence controls
Minimum conditions before validation.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
Usable deliverable
Complete launch economics
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