Lifetime Gross Profit

Lifetime Gross Profit (LTGP) is a crucial metric for understanding and driving business growth, especially when compared to the cost to acquire a customer (CAC). Here's a summary based on insights from Alex Hormozi:

1. Definition and Importance: Lifetime gross profit is the total profit generated from a customer over their lifespan with the business. This metric helps businesses understand how much they can spend to acquire new customers and still remain profitable 1.

2. Calculation:

   • Lifetime Component: Determine how many times an average customer purchases over their lifespan. For subscription services, it could be the average number of months a customer stays subscribed.
   • Gross Profit Component: This is calculated as revenue minus the cost of goods sold (COGS) or service delivery. For example, if it costs $4,000 to service ten customers generating $10,000 in revenue, the gross profit is $6,000, leading to a 60% gross margin 2.

3. Use in Business Strategy:

   • By understanding the LTGP, companies can adjust their acquisition strategies to ensure profitability. For instance, if your LTGP is $1,500, spending $120 on acquiring a customer provides a 12.5:1 ratio, indicating a healthy return 3.
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       1

       Profitability Metrics

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       2

       Understanding Gross Profit

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       3

       Business Equation Insights

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       4

       Understanding Customer Value

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       5

       Boosting Customer Lifetime Value

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       6

       Scaling Profitable Growth

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       7

       Business Growth Ratio

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   • Prioritize gross profit over revenue for decision-making. Distinguishing gross profit from overall revenue helps avoid misleading profitability assumptions 4.

4. Optimizing LTGP:

   • Increase prices or reduce COGS.
   • Enhance purchase frequency or upsell complementary products/services.
   • Implement structured upselling and cross-selling techniques 5.

5. Strategic Insights:

   • High ratios of LTGP to CAC indicate potential for scalable and profitable growth. If initial returns are high, significant scaling can still yield good profits even as efficiency decreases slightly with larger scale 6.
   • Regularly compare LTGP to CAC to decide on marketing and expansion budgets effectively 7.

Understanding and optimizing Lifetime Gross Profit is fundamental for making informed decisions, ensuring profitability, and achieving scalable business growth.