Unit Economics: CLTV, CAC and Cohorts


How much is a customer worth? How much does it cost to acquire customer?

If you can’t answer these basic questions, it’s hard to know if your business is sustainable or not. Your unit economics analysis will help you answer these questions. In this guide, you will take a look at customer lifetime value (CLTV), retention data and customer acquisition cost (CAC), as well as discuss how to use them.

In the quest for establishing a Swedish standard for startup documents, we're supporting our friends at StartupTools who are doing an incredible job of formulating these documents. You'll find the very best unit economics guide and templates at our friends at

Get the template

Get the full intro and template at