You grow - you need more clients - you connect new advertising channels - budgets increase.
And at this stage, chaos begins. Every time you need to test new advertising channels.
Not all of them will work; most of them will simply drain your money down the drain.

Today we'll figure out how to fix marketing once and for all, so that the lead generation process stops being a lottery and turns into a manageable, understandable, and predictable mechanism.

Step 1. Calculate the financial model (The foundation of everything)
The first thing to start with (and the most important) is to determine your financial model. How much can you actually afford to pay for a client?
Until you know the exact figure you can afford to pay for one lead and one client, you cannot manage your marketing budget. You will move solely on your own feelings: "Oh, 2000 rubles per application is expensive" or "Oh, 500 rubles is cheap." Feelings don't work in business; only numbers work.

You need to understand how much a client can cost in your financial model from the first purchase (or calculate from LTV, it varies by business).

Example: A client pays you 100,000 rubles. In the financial model, you set aside that you are willing to spend 20,000 rubles to acquire them.
Important: everything must be included in these 20,000 rubles. Both the advertising budget itself, and testing hypotheses, and paying marketing contractors.


If you need 50 clients, multiply them by 20,000 rubles — that's your amount to invest in marketing. This is always a certain percentage of the average check or of all the money that came into the company.

How to slice this budget "pie"?
You take the total marketing budget and distribute it. For example:
🔹60% goes to proven, consistently working channels (those that already bring money).
🔹15% goes to paying performers (agencies, targetologists, directologists).
🔹25% you strictly allocate for testing new hypotheses.

The percentages vary for everyone. Some invest 80% in a working channel and 20% in finding new combinations. The main thing is that this division should be built into the system.

Read the continuation ........... Read the continuation ........... Read the continuation 🥸🥸🥸

And to understand where to start specifically for you - come visit us for a strategic session.
Together we will analyze your product, calculate the adequate cost per client for your financial model, and brainstorm a working pool of hypotheses.

You will leave with a ready-made plan that you can start testing on your own as early as tomorrow. If the hypotheses work and yield results - great, we'll scale them. If they don't work - that's also a result, we simply discard that option and come up with new ones. This is the systematic approach.
 👉 [ Link to sign up for the strategic session ]